Retailers rolling out promotions for National Seafood Month
Seafood and wine retail merchandising, menu specials, and distributors featuring local seafood are among the top promotions running during National Seafood Month in the United States in October.
Alaska seafood is being featured in a national co-op promotion with Kona beer and Villa Maria, a SMWE portfolio wine, at several supermarket chains, according to Victoria Parr, domestic marketing director for the Alaska Seafood Marketing Institute (ASMI). Albertsons/Safeway NW, Giant Eagle, Harris Teeter, HEB, Kroger, Meijer, and Publix are among the participating chains, according to Parr.
“This effort specifically targets the new seafood super consumers identified in the recent Alaska seafood proprietary research,” Parr told SeafoodSource.
The promotion includes a sweepstakes for consumers to win a cruise for two to Alaska, along with up to USD 3.00 (EUR 2.61) off Alaska seafood and Villa Maria via the Ibotta app. Some of the grocery chains are offering USD 2.00 (EUR 1.74) off frozen Alaska halibut, cod, or salmon via their loyalty programs.
Meanwhile, Bonefish Grill, which operates more than 200 U.S. restaurants, is offering different three-course dinner meal specials each Thursday in October. For example, on 11 October, the chain is featuring grilled Atlantic salmon, salad, and a dessert for USD 18.90 (EUR 16.43).
Suppliers and distributors are getting involved in National Seafood Month promotions and celebrations as well.
Chicken of the Sea is sponsoring and participating in Los Angeles, California-based Cabrillo Marine Aquarium's fifth annual Sustainable Seafood Expo on 6 and 7 October, where Chicken of the Sea's Global Corporate Executive Chef John DeLoia will prepare a Chef's Table Dinner. Tickets for the event are USD 175 (EUR 152) each.
“The dishes will be prepared with sustainable seafood from Chicken of the Sea and will be served as the sun sets over Cabrillo Beach,” Chicken of the Sea said in a press release.
Then, on 7 October, Chicken of the Sea will give out samples of the brand’s Infusions line and MSC-certified Genova product at Cabrillo’s Annual Sustainable Seafood Expo in partnership with Autumn Sea Fair.
Meanwhile, supplier Copper River Seafoods offered customers 20 percent off any of its salmon items for the first week of October, and is expected to run additional specials throughout the month. And Philadelphia, Pennsylvania-based distributor Samuels & Son Seafood is emphasizing primarily domestic and local seafood during the month.
“We constantly remind our sales staff that it’s National Seafood Month and to embrace U.S. fisheries as they are the most well-managed in the world,” William Bradford, marketing communications manager for Samuels & Son, told SeafoodSource.
With cooler ocean temperatures, autumn provides a bountiful harvest and is a great time to buy local fish, Bradford added.
“Our local headfish aisle downstairs is stocked with great quality fish because fishermen can still get out on a regular basis, but the temps are cool enough to provide a picture-perfect fish,” he said.
Samuels & Son is offering specials on Maine lobsters as well as True North salmon, and the distributor is relaying the numerous positive aspects of seafood in a new video.
“It’s too often we hear the negative when in reality, it’s incredibly progressive,” Bradford said.
Continuing the sustainability message, the Marine Stewardship Council is running an ad campaign, which features “Good for You, Me and the Sea” signs on transit trains in San Francisco, California, and Seattle, Washington.
MSC is “working to shift the conversation with consumers to talking about sustainability, and why purchasing the MSC blue fish seafood is not only good for them, but for our oceans too,” Jackie Marks, senior public relations manager for MSC U.S., told SeafoodSource.
According to a global survey conducted by GlobeScan this year, 83 percent of consumers agree seafood must be protected for future generations, and 72 percent of seafood consumers want sustainability claims in supermarkets independently verified.
“Using key insights from GlobeScan, MSC is connecting its mission to end overfishing and ensuring future generations can enjoy wild seafood, with consumer purchase motivators, such as health, food safety, taste, and price,” Marks said.