US firms hyping holidays as a season of seafood

Published on
December 13, 2017

Leading U.S. seafood suppliers are inspiring shoppers to purchase their products this holiday season via recipes and online promotions.

SeaPak, a Georgia-based producer of value-added shrimp products, is primarily focusing on promoting its Butterfly Shrimp (the top-selling frozen butterfly shrimp in the U.S., according to SeaPak), through the holidays. The company’s current marketing campaign shows customers how they can use the shrimp as part of their holiday-themed festivities.

“For holiday entertaining, shoppers are twice as likely to purchase SeaPak with entertaining SKUs (shrimp trays and party trays) in December than they are other times of the year,” Leslie Harris Thomas, marketing manager for SeaPak, told SeafoodSource.

SeaPak’s total sales are, on average, 22 percent higher during the month of December in U.S. grocery stores, Harris Thomas said. That mirrors broader data from the U.S. market, where nearly 80 percent of American consumers expect to spend the same or more this holiday season versus last year. Socializing and entertaining make up the bulk of non-gift seasonal spending, according to a recent Deloitte Insights survey.

“SeaPak understands that the holidays can be a stressful time, which is why our products, recipes, and messaging during this timeframe are designed to offer consumers fun, hassle-free solutions,” Harris Thomas said. “Our goal is to show consumers how to take mealtime preparation from frozen to festive with our delicious seafood, whether they’re planning a quick family sit-down or a large traditional gathering.”

To that end, SeaPak is featuring a variety of easy recipes featuring its butterfly shrimp, such as Cranberry Shrimp Dippers and Hot Shrimp Dip, on the company’s website. Plus, SeaPak is featuring a recipe for Spicy Bacon-Wrapped Shrimp on Tasty, a recipe video series produced by BuzzFeed. 

Major canned seafood supplier Bumble Bee is also using recipes to draw consumers to its tuna, crab, clam, and salmon products during the holiday season.

In a recent email to customers, Bumble Bee touted some of its most popular holiday recipes available on its website, such as Mini Salmon Quiches, Happy Holiday Clam Dip, and Corn and Crab Bisque with Avocado.

Bumble Bee is also offering free shipping plus USD 4.00 (EUR 3.39) off online shoppers’ orders of USD 35.00 (EUR 29.67) or more.

Meanwhile, Louisiana Caviar Co. is featuring its holiday gift boxes and its new Cajun Caviar brand of Paddlefish Caviar on its website.

The paddlefish caviar has a mild, earthy flavor with larger, delicate, mossy green pearls, according to the vendor. 

“And, because it doesn’t carry the big price tag like other domestic and foreign caviars, it makes a wonderful gift for your friends and family who enjoy the small luxuries in life,” said Amy Hollister Wilson, co-owner of Louisiana Caviar Co.

Among the holiday gift boxes available on CajunCaviar.com is a set that includes a five-ounce Original Cajun Caviar, a two-ounce Spicy Cajun Caviar, a one-ounce Paddlefish Caviar, and two custom mother of pearl spoons, for USD 195.00 (EUR 165.35).

Photo credit: Buzzfeed Tasty

Contributing Editor

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