A new public relations campaign, Always NC Fresh, was launched in North Carolina last month in an effort to increase awareness of commercial fishing and fisherman.
Funded by the NC Commercial Fishing Resource Fund (NCCFRF), the campaign also seeks to support “existing sustainable fishing practices and help commercial fishermen communicate their contributions – economic, cultural, and environmental – to the state and its citizens,” according to a press release.
A new brand, billboards, videos, website, and social media strategy (@alwaysncfresh) comprise Always NC Fresh’s initial output. Two Raleigh-based public relations firms, S&A Communications and Blue Red Marketing, were awarded contracts by NCCFRF to help carry out the new campaign.
NC Fisheries Association (NCFA) Executive Director Glenn Skinner, who also serves as a NCCFRF committee member, said that Always NC Fresh campaign has launched at a unique time for the industry and the United States, considering the COVID-19 pandemic.
"The Always NC Fresh public relations campaign could not have come at a better time as many of our fishermen have been hit hard by the impacts of COVID-19," Skinner said. "Commercial fishing has been a part of North Carolina's coastal communities and economy for hundreds of years, and it was time for us to reintroduce our fishermen to the citizens of this great state. We have a great story to tell and we're proud to be a part of this new campaign."
"Commercial fishermen are good people who are a fundamental part of the economy and way of life in North Carolina's coastal communities," NCFA Chairman Brent Fulcher added. "They want nothing more than to provide fresh, wholesome seafood and go to great lengths to care for the natural resources that sustain their way of life. The public should know that, and Always NC Fresh is an important step in reconnecting consumers to the hardworking, responsible men and women who harvest their seafood."
A portion of the proceeds from the sale of commercial fishing licenses issued by the North Carolina Division of Marine Fisheries (NCDMF) comprises the Commercial Fishing Resources Fund, NCCFRF explained. The fund was created by the NC General Assembly to support the development of sustainable commercial fishing in North Carolina.
