Clackamas, Oregon, U.S.A.-based Pacific Seafood is heightening marketing efforts around its wild-caught Coldwater Pink Shrimp product.
The shrimp, which is native to the U.S. Pacific Northwest, is lesser known outside of its home region, according to Pacific Seafood Marketing Brand Manager Kady Freeze, making now the “perfect time to grow awareness of its versatility and convenience.”
“Chefs today are seeking high-yield proteins that reduce labor, while diners want clean labels, sustainable sourcing, and local-first ingredients. Coldwater Pink Shrimp delivers on these needs with the added benefit of being a Marine Stewardship Council-certified option,” she told SeafoodSource.
To better market the species and highlight its wide range of applications, Pacific updated the name of its product from Coldwater Salad Shrimp to Coldwater Pink Shrimp.
“This aligns with our broader strategy of using clear, consumer-friendly names that strengthen product positioning,” she said.
Simultaneously, Pacific has been showing foodservice customers – including restaurants, grocery delis, and various foodservice outlets – how versatile and elevated the shrimp can be, including the fact that Pacific’s pink shrimp comes cooked and peeled, which reduces prep time.
“Its naturally sweet and tender profile makes it an easy way for chefs to add value and depth to a wide variety of dishes. The response from our foodservice customers and culinary partners has been overwhelmingly positive,” Freeze said.
According to the firm, chefs have been using the shrimp in creative ways, such as in sushi rolls and sliders and as toppings for steak dishes and pasta bowls.
“U.S. products are rising to the top of the list as our customers work with us to continue to deliver the best value to consumers. What’s especially exciting is that this trend is giving regional species a chance to step into the spotlight, with Coldwater Pink Shrimp being a great example,” Freeze said. “We’re optimistic that this interest will continue to build in the next quarter and beyond.”
Further helping the future prospects for the product is the fact that pink shrimp is plentiful.
While 2025 harvest numbers are not yet available, the Oregon Department of Fish and Wildlife reported a 2024 harvest of 49.4 million pounds for Pacific pink shrimp, with an ex-vessel value of USD 26.6 million (EUR 22.7 million), marking a 12 percent increase over the 2023 harvest.
Elsewhere in the firm, Pacific recently revamped its packaging to “better connect with today’s shoppers who value convenience and health,” Freeze said.
As part of its mission to double sales by 2031, the new branding and packaging was based on retailer feedback about components that would help ensure Pacific Seafood products got space on store shelves.
“Our goal is to ensure every Pacific Seafood product is aligned with evolving market trends, consumer preferences, and the strongest possible brand positioning,” Freeze said. "We have a lot of exciting initiatives in the works as we continue to deliver the quality and innovation our customers expect.”
Around 200 existing and new Pacific items will be rolling out in 2025 and into 2026 with updated packaging, which is brighter, more modern, and matte blue, according to Freeze.
