A sea cucumber mariculture firm in the Maldives is targeting younger consumers in Asia for its range of products.
Blubridge, which operates a farm and mariculture facilities in Fonadhoo, the Maldives, has backing from U.S. investors and is led by Singapore-based CEO Brent Carlson and U.S.A.-based chief strategy officer David Marrs.
Marrs said the company’s efforts to market sea cucumber – a species traditionally associated with older consumers – to Asia’s youth is “definitely a different take.”
“But our research showed that the younger generation wants to consume more sea cucumbers, more often, but it must be convenient,” he told SeafoodSource. “The younger professional crowd is very much part of our focus. Folks who prioritize healthy and sustainable seafood and trust their elders’ recommendations, but don’t want to take five days to prepare food! It’s meant to deliver the same health benefits – trusted for centuries – with convenience for busy lives.”
Earlier this year, Blubridge recently paid for a slot for its Isle of Eden-branded sea cucumber on Night Owl, a popular youth-oriented Singaporean online cooking show. Night Owl Cinematics, founded by several young entrepreneurs in 2013, is a production company based in Singapore that broadcasts on online video channels, including YouTube.
“It’s always hard for us to directly connect the video launch to sales precisely, but it’s been an important part of our brand launch and builds confidence with customers, and, as importantly with our chef, restaurant, and grocery partners,” Marrs said.
Mars said the firm is currently expanding its lagoon farms producing sea cucumbers in the Maldives. Blubridge is already branding its product as both sustainable and traceable, but it is awaiting a sea cucumber-specific certification program to become certified.
“Our sales launch is still very small in terms of the market. We’re focused on about one metric ton this year. This is all focused in Singapore and Hong Kong, with no presence or attempts yet in China,” Marrs said.
Photo courtesy of Blubridge
