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New Way to Seafood

Aquaculture Stewardship Council Launches “Unprecedented” North American Campaign

May 17, 2022

Three year initiative engages partners and shoppers with ASC’s mission

The Aquaculture Stewardship Council has embarked on an unprecedented, three-year North American marketing campaign aimed at engaging shoppers and trade partners in its mission.

The multi-media initiative is ASC’s largest ever marketing investment for any market in its history. The campaign features:

  • New branding aimed at the North American consumer market.
  • National media outreach.
  • Social and digital activations, including collaborations with culinary influencers.
  • University engagement campaigns.
  • Online advertising programs.
  • Local market events and activities.

“The time, the moment and the incredible opportunity to expand in North America is here as consumer awareness and understanding of aquaculture’s benefits grow,” said Athena Davis, U.S. Marketing Manager, Aquaculture Stewardship Council. “Our purpose is to connect directly with shoppers, engage them with what our sea green label on seafood packaging stands for and to educate about the unique benefits our certification program offers those seeking healthy, high-quality seafood – from technological innovation and transparency, to environmental and social responsibility.”

These building blocks reinforce ASC as the only farmed seafood certification that can verify shoppers’ seafood is what it claims to be, where it came from, how it was responsibly raised and how it got to them.

As part of the multiyear program, ASC has expanded its North American marketing team and selected Curious Plot to support its communications outreach. Curious Plot is a marketing, communications and consulting agency for the food and agriculture markets and will provide ASC with public relations, social/digital management, influencer outreach, creative development and paid media. The agency has 100+ employees nationwide and recently earned “Consumer Public Relations Campaign of the Year” in the nation’s top agriculture marketing awards program (Best of NAMA).

Local Market Collaborations With Trade Partners

A key component of the marketing initiative is a series of local activations in key markets to connect more directly with consumers and culinary influencers, all in collaboration with ASC trade partners.

In 2022, ASC will is touching down in the Twin Cities, Philadelphia and Miami, taking part in food shows, in-store sampling, pop-ups, restaurant weeks and media events.

ASC is hosting and co-hosting more than a dozen programs in these markets throughout the year, which started with a pop-up at the Twin Cities’ popular GrillFest food event, May 21-22. In partnership with Fortune Fish & Gourmet’s Coastal Seafoods, over 4,000 grilled tacos made with Del Pacifico Seafood’s Pacific White farmed shrimp were served to thousands of guests, communicating the positive impacts of responsible aquaculture and ASC’s certification program.

October events include the Sushi Maki Certified Seafood Experience Together with ASC, running all month, as well as the South Beach Seafood Festival, Oct. 20-23, where ASC will present samples certified shrimp together with Pescanova USA. Events conclude back in the Twin Cities with Fortune Fish, where the two organizations team up once again for an exclusive dining event following monthlong retail promotions of ASC-certified shrimp, salmon and grouper.

“We’re incredibly excited to partner with ASC to bolster our message of sustainability and quality to even more people,” said Stacy Schultz, Director of Marketing and Sustainability Coordinator, Fortune Fish & Gourmet. “Both ASC and Fortune Fish are making incredible strides in advancing traceability, responsibility and transparency in farmed seafood. Why keep it to ourselves? We can’t wait to share this message, especially in such a fun and delicious fashion.”

ASC’s 2023 markets will expand to Washington, D.C., Portland, Ore. and San Diego.

About Aquaculture Stewardship Council

Since 2010, ASC has been creating and enforcing the world’s strictest combinations of standards for:

  • Improving farmed seafood quality and safety.
  • Ensuring supply chain integrity from the farm to the store.
  • Providing the most comprehensive transparency through public disclosure.
  • Protecting the environment, workers and communities.

It’s the best way to ensure the seafood you’re buying is what it claims to be. Learn more here.

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