Rodney Fund is the managing director of the Pomp Agency, an MPH marketing collaborative company, and has more than 20 years of business development, marketing, and corporate strategy experience in the seafood industry.
The seafood industry is a remarkable space that has shown tremendous growth in innovation, technology, and creativity over the years. It is a vibrant sector driven by individuals who are passionate about delivering high-quality products to consumers around the globe. However, like any thriving industry, there is always room for improvement.
One troubling trend I see within the industry is the presence of numerous organizations that profess to assist specific sectors or species but are, in reality, dominated by the powerhouses of that sector. These organizations often stifle the voices of smaller members, creating an environment of intimidation. Such dynamics ultimately detract from the value these organizations are supposed to provide.
Other organizations entered the industry with the arrogant intention of teaching legacy seafood professionals how to protect species that have provided livelihoods for their families and sustenance for the masses for generations. As if that weren’t enough, they moved forward after presenting themselves as “not-for-profit” entities and proceeded to charge for the use of their logo on consumer packaging.
These added costs increase the price of healthy seafood without contributing to actual sales growth for these products. The general public is largely unaware of these agencies or the significance of the certification on the packaging. Unlike established marks, like the Good Housekeeping Seal, which help sell products to consumers, such certifications merely inflate prices. I’ve heard members of the seafood industry refer to these organizations as “shakedowns,” using promises to ‘make the world a better place’ to gain members – and, in turn, revenue.
Perhaps the most pressing issue lies with brokers and traders who often misrepresent themselves as producers. When these middlemen present themselves as “direct from the source,” they typically offer little more than administrative services, inflating costs without providing value.
This is painfully evident in the lengths they go to in order to conceal sellers' identities from buyers. Genuine connections between these two key parties are vital for ensuring fairness and transparency in the market. If they provided unquestionable value, neither side would want to eliminate them from the equation.
Amid these challenges, it is important to recognize that many professionals across the seafood landscape deliver exceptional value that exceeds their monetary requests. This includes brokers like ADWW and seafood traders and handlers who ensure a consistent level of quality and supply. The key is to create a transparent environment where relationships can flourish and individuals and organizations can be held accountable for their actions.
A vital aspect of fostering this transparency lies in events like Seafood Expo North America, which consistently serves to connect buyers directly to the source, diminishing the influence of overpriced middlemen.
The industry can enhance its value proposition by facilitating these genuine relationships, ultimately benefiting consumers. Families will gain access to higher-quality seafood products at better prices, whether dining at restaurants or shopping at grocery stores. As the seafood industry continues to evolve, embracing a mindset focused on adding value rather than simply adding dollars is crucial.
By addressing issues related to misrepresentation and the “weeding out” of self-serving organizations, we can cultivate an environment where all players can thrive and positively contribute to the industry's growth. The journey toward a more valuable seafood sector is not only possible but essential for ensuring a sustainable and prosperous future.
