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Marketing safe seafood
Monday,9 August,2010 08:47:38
Food safety is the number one concern voiced by consumers when it comes to making purchasing decisions regarding seafood. That’s what we learned from a survey conducted earlier this year by the Perishables Group, and it’s a concern repeated by a recent study done by Thomson Reuters that’s been getting some steady press this last week.
How is the seafood industry working safety issues into their marketing efforts?
The Catfish Institute isn’t shy about touting the safety of their product. They communicate a strong and consistent message that not only is farm raised American catfish safe to eat; it’s safer than imported product.
“It’s Safe” is the first thing you see on the Florida Department of Agriculture’s seafood page and their “Florida Gulf Safe” program offers a downloadable logo to help convey to consumers that the safety of seafood from Florida has not been affected by the Deepwater Horizon oil spill. They also offer a downloadable Florida Gulf Safe Seafood Map on the site.
Trident Seafood promotes their From the Source to the Plate® program, which focuses on the quality benefits of vertical integration. Control over every aspect of the product indicates a strong concern for the safety of their products. They make their commitment to their HACCP clear on their website.
Wegman’s, like many retailers, offers a wealth of information to consumers on how to keep seafood safe once it leaves the store. Putting the power in your customers hands is a great way to help them feel like they are part of the solution and reinforces a commitment to sourcing only safe products.
Keeping issues of safety, health and sustainability clear for your customers is a full time job; but bearing in mind how important safety is in their eyes can help you prioritize your marketing messages. We’d love to hear how you’re communicating safety to your customers, let us know what you’re doing, or what you’ve seen out there in the industry.
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