In December, the Department of Marine Resources (DMR) launched a branding and promotion initiative to promote Maine seafood to consumers, many of whom are preparing meals at home. Retail seafood sales are up 35% compared to last year, according to market research company Information Resources, Inc. “Like producers across the globe, Maine’s seafood industry continues to face the challenge of rapidly changing markets,” said DMR Commissioner Patrick Keliher in a press release. “But this challenge also presents an opportunity. The Gulf of Maine’s cold, clean water is home to a wide variety of premium seafood products that are easy to prepare. The Maine Seafood branding and promotion initiative will help consumers learn about, find, and prepare Maine Seafood in their own kitchens.” The Maine Seafood branding and promotion initiative has a $1 million budget, which is part of the $20 million CARES Act relief funds awarded to Maine this fall. The money has been awarded to Weber Shandwick, a public relations firm which also conducts the Maine Lobster Marketing Collaborative’s marketing campaign. “The funds will be used to raise consumer awareness about Maine seafood and develop a unified brand,” said Jeff Nichols, DMR director of communications, who is overseeing the initiative. “The goal is to help consumers find and prepare Maine seafood at home.”
"The Gulf of Maine’s cold, clean water is home to a wide variety of premium seafood products that are easy to prepare. The Maine Seafood branding and promotion initiative will help consumers learn about, find, and prepare Maine Seafood in their own kitchens.” DMR Commissioner Patrick Keliher
Nichols pointed out that the closure of many traditional markets for Maine seafood due to the coronavirus pandemic also presents an opportunity due to the fact that consumer purchases of seafood have taken such a sharp upturn. “There is clearly an increased interest in seafood. a unified brand will connect consumers with suppliers of Maine seafood.” The initiative focuses on the attributes that distinguish Maine seafood, including the premium nature of the products, the pristine marine environment of the North Atlantic Ocean, and the industry’s passion for quality. The initiative’s emphasis will be on the variety of Maine seafood products that are available to consumers and the ease with which they can be prepared at home.
The Maine Seafood website (www.seafoodfrommaine.com) features a directory of Maine Seafood suppliers, listing companies alphabetically, as well as grocery stores and wholesalers. The site specifically highlights Atlantic salmon, clams, lobster and crab, groundfish, mussels, oysters, scallops and seaweeds. The initiative’s Instagram account posts an array of recipes suitable for the home cook. “We will also use traditional and social media to conduct broad and targeted outreach,” Nichols said. “We will be rolling out a Pinterest account after the first of the year.” DMR’s contract with Weber Shandwick concludes in July 2021. Nichols said that discussions are underway concerning future funding for the initiative after that date.
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