Minnesota firm selected by trū Shrimp to develop branding strategy

Minnesota-based trū Shrimp has announced a partnership with a Minneapolis public relations and communications firm to help it develop a brand strategy for the aquaculture-based shrimp products it plans to take to consumers.

Jamie Brink-Thordson, trū’s sales and marketing director, told SeafoodSource that Padilla was one of four finalists for the contract. The process, which also included fielding pitches from firms outside of Minnesota, started last summer.

While trū Shrimp likes being able to partner with another Minnesota firm, that’s not the only reason why it chose Padilla. The firm’s divisions have extensive experience working in the food industry.

“Their approach and culture seem to compliment that of trū Shrimp nicely, thus far,” Brink-Thordson said. “And we’re eager to continue to partner together.” 

In January, trū announced plans to build a 67-acre shrimp hatchery in South Dakota later this year. Work is expected to start on that facility later this year.

In the meantime, company officials are contemplating how and where to market their shrimp. That’s where Padilla, and its Joe Smith division, will help.

“Currently, we continue to be focused on evaluating the various markets in which shrimp are sold and working to gain an in-depth understanding of our ultimate consumer,” Brink-Thordson said. “We do aim to brand our products in the marketplace and are in the early stages of that process.”

In a release, Padilla officials said the Joe Smith team will work on a naming and package design plan to help trū Shrimp roll out its products.

“This is just the kind of client challenge where Padilla excels – increasing understanding and appreciation for companies and brands with purpose,” Padilla President Matt Kucharski said. “With Padilla’s agriculture and environmental science expertise, we are well-positioned to help trū Shrimp build, grow and protect its brand and reputation with consumers and food industry experts.”


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