SeafoodSource recently talked to Bob O’Bryan, general manager of Seattle-based Starfish, about the company’s new line of gluten-free seafood products. O’Bryan discusses the motivation behind creating the line and how it has filled a void in a fast-growing segment.
Grandin: Why did Starfish create a line of gluten-free seafood products?
O’Bryan: We felt that the market was void of good-tasting seafood options in the gluten-free category. Our initial goal was to develop a gluten-free product line that was as good as traditional battered products, which we also produce. It took us almost three years to develop our first batter. Those that are gluten intolerant suffer enough; they shouldn’t suffer while eating their food as well.
What makes this product line unique?
There are several things that make Starfish gluten-free products unique, the first being that it tastes good. In fact, many consumers tell us they like it as well or better than traditional battered seafood. Starfish gluten-free products are able to compete in the mainstream market. Starfish gluten-free battered products, in addition to being wheat/gluten free, are all natural, casein free, peanut free and soy free.
All Starfish gluten-free seafood is recognized by the Celiac Sprue Association (CSA) as meeting requirements set by the CSA. Food and Drug Administration standards to label a product are maximum 20 parts per million (ppm) gluten. CSA standards are maximum 5 ppm. Starfish is the only seafood company to be recognized by the CSA to meet its standards. All of our products are lab tested for gluten content to assure these standards are met.
How have consumers responded to the line so far?
We have had excellent response from the market. We get mail from consumers thanking us for developing gluten-free seafood that the whole family can enjoy together. Often a family has to cook a special meal just for a gluten-intolerant member, but our products taste so good the whole family can enjoy them. This is a common message from consumers.
Why did you choose cod, haddock, halibut and sole for your gluten-free line?
Starfish also produces wheat-based battered products with cod, haddock and halibut, so the migration to these species in gluten free was a natural. The sole was chosen after relentless trials with several other whitefish. We chose Alaska yellowfin sole for its characteristics and as it is now Marine Stewardship Council certified. We will launch several new species and products soon.
Is gluten-free seafood becoming a profitable niche?
R&D, time and care taken to assure our products are verifiably gluten free is costly, and getting a return on that investment is risky. We are committed to it because we have seen a need in the market.
This is a limited market base for seafood, so stats are not so forthcoming. Yet the overall gluten-free category is one of the fastest-growing specialty categories in the retail segment and quickly gaining more attention in foodservice.
Are you seeing more competition among gluten-free seafood products, or are you paving the way?
We believe that Starfish has paved a new road in this category. Making seafood gluten free is easy, making a product you would eat more than once is trickier. To make a product that can compete in the mainstream market that is gluten free is even more challenging. We came into this category with that goal in mind. Based on market response, we feel we have accomplished just that.
Do you anticipate adding more products to this line or expanding it in any way?
Yes. We have several new products, which will launch soon. We feel we have developed a trust in the market for our brand, and we plan to build on it.
