Gabriel Luna is the founder and CEO of Gluna Shrimp and the co-founder of the Global Shrimp Council.
The shrimp industry has grown into one of the most dynamic and globally connected food sectors, with millions of people working across the value chain to supply high-quality shrimp to tables worldwide.
In a previous article of mine, "The real value of the shrimp value chain," I highlighted the incredible ecosystem that supports the industry – from farmers and feed producers to logistics teams and research scientists. But, as the industry continues to grow, one question has repeatedly surfaced in my mind: Are we doing enough to promote shrimp consumption on a global scale?
This question, along with a deep sense of responsibility to the industry, was the driving force behind the creation of the Global Shrimp Council. Our mission is simple yet powerful: to promote shrimp consumption worldwide, regardless of origin, and to position shrimp as the healthy, sustainable, and delicious protein choice it truly is.
I didn’t embark on this mission alone.
The Global Shrimp Council is the product of a shared vision with David Castro, who co-founded the council alongside me. David came to me with a great idea – a concept rooted in the belief that shrimp, as one of the most popular and sustainable seafood options, deserved a unified, global marketing platform. His passion for the industry and innovative thinking sparked the creation of this initiative. Together, we set out to establish an organization that would benefit shrimp producers, exporters, importers, distributors, retailers, and consumers worldwide.
Why the Global Shrimp Council?
The shrimp industry is vast, but when it comes to global marketing and consumer education, we’ve often worked in silos. Producers promote their specific regions or brands, but we’ve lacked a unified voice that speaks for shrimp as a whole.
Other protein industries have long understood the power of collective marketing efforts. Campaigns like “Beef. It’s What’s for Dinner” and “Pork. The Other White Meat” have left a lasting impression on consumers. Despite being one of the most popular seafood products in the world, shrimp has never had that unified, global message.
The Global Shrimp Council was created to fill that gap. We aim to bring together stakeholders across all shrimp-producing nations, regardless of species, origin, or farming methods. At the end of the day, increasing global shrimp consumption benefits everyone – from farmers and processors to exporters and distributors.
Our core goals
One of our primary objectives is to position shrimp as a healthy, nutritious, and accessible protein option. Shrimp is packed with high-quality protein, naturally low in fat and calories, making it an ideal choice for health-conscious consumers seeking alternative proteins. Through educational initiatives, we aim to spread awareness about shrimp’s health benefits, encouraging consumers to incorporate it into their daily diets – not just for special occasions, but as a regular, delicious, and nutritious meal.
Beyond nutrition, we recognize the immense economic value that shrimp brings to the global market. The shrimp industry generates millions of jobs worldwide, from small-scale family farms to large, technologically advanced operations. These jobs extend beyond farming, reaching every link in the value chain – feed manufacturers, equipment suppliers, logistics operators, and thousands of workers in processing plants who ensure shrimp meets the highest quality standards before reaching consumers. Promoting shrimp consumption directly supports these jobs and sustains entire communities that depend on this industry for their livelihoods.
Another key aspect of our mission is to highlight shrimp’s role as a sustainable and responsible protein choice. In recent years, the industry has made tremendous advancements in farming practices, including innovations in feed efficiency, water quality management, and disease prevention. These efforts have significantly reduced the environmental impact of shrimp production, ensuring the industry can continue to grow while protecting marine ecosystems.
Finally, we strive to make shrimp a mainstream protein worldwide. In many regions, shrimp is still perceived as an expensive or luxury food. Through marketing campaigns, partnerships with chefs and food influencers, and the development of simple, accessible recipes, we want to change that perception. Shrimp is versatile, delicious, and easy to prepare. The more shrimp we consume globally, the more jobs we create, and the stronger the industry becomes as a whole.
Why now?
The global seafood market is at a critical turning point. As consumer preferences shift, we must act proactively. Shrimp production has increased significantly over the past decade, but consumption growth hasn’t always kept pace with supply. By uniting and promoting shrimp collectively, we can ensure a stronger, more resilient market that benefits everyone in the value chain.
Moreover, global food trends are moving in shrimp’s favor. Consumers are seeking leaner, healthier protein options and becoming more adventurous in their culinary choices. Shrimp, with its versatility and international appeal, is perfectly positioned to meet these demands – if we can effectively communicate that message.
A collective effort for a shared future
The Global Shrimp Council isn’t about promoting one country over another, or one farming method above the rest. It’s about uniting the industry with a common purpose: growing global shrimp consumption to support the millions of people whose livelihoods depend on it.
When consumers choose shrimp more often, they’re not just enjoying a delicious meal; they’re supporting an industry that connects hard-working individuals across continents. Our role is to tell that story and to make shrimp a staple protein choice in households everywhere.
The shrimp industry has given so much to so many of us. Now, through the Global Shrimp Council, we have a unique opportunity to give something back: a stronger, more vibrant future where shrimp takes its rightful place on tables around the world.
