Creating demand for underutilized species: Opportunities and lessons learned
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As climate pressures and shifting consumer values reshape the seafood industry, underutilized domestic species offer an opportunity to align sustainability with consumer demand. In this webinar, Steven Shonts, founder of The Hermit, will explore how brands and producers can tap into generational shifts toward adventurous eating, nutrition-forward snacking, and transparent sourcing. Drawing from real-world examples and market trends, we’ll examine how to frame these species as desirable rather than merely “sustainable,” using compelling storytelling, culinary innovation, and honest communication. The session will also address common pitfalls, such as unintentional greenwashing or niche pigeonholing, and offer practical strategies for positioning lesser-known species as everyday choices. Attendees will leave with actionable insights on creating demand through flavor, values, and relevance, not just environmental appeal.
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