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ASC’s Miami-Themed Activation at Nation’s Premier Seafood Celebration Among its Largest 2022 Consumer Promotions

October 23, 2022

ASC and global producer Pescanova showcase certified shrimp at South Beach Seafood Festival for National Seafood Month

On the sunny shores of Miami Beach, the Aquaculture Stewardship Council (ASC) North America and Pescanova USA served up ASC-certified seafood to more than 3,000 visitors at the nation’s premier crustacean celebration, the 10th annual South Beach Seafood Festival (SOBESF).

ASC and Pescanova’s Miami-themed activation booth – decked out for National Seafood Month – was among the largest of ASC’s 2022 promotions. The tasting and educational activation is part of a series of consumer activities being conducted in select markets as part of the nonprofit organization’s first-ever national U.S. marketing campaign.

ASC Pescanova booth

ASC Pescanova booth giveaway

Held October 19-22, SOBESF hosted more than 15,000 “seafoodies” gathering over four blocks to celebrate and sample an array of delicious seafood, along with music and other culinary activities under the sunshine and palms of sandy Miami Beach.

At a custom beach-shack style booth within the friendly confines of SOBESF’s VIP section, the two organizations served up samples of Pescanova’s responsibly raised, ASC-certified Vannamei shrimp to attendees who paid a premium admission to engage more deeply with exhibitors. The creamy shrimp scampi with crostini and classic Old Bay shrimp with cocktail sauce were a certified hit. In addition to a selfie station, booth visitors also had the chance to win limited edition, artist-designed “ASC North American Tour” T-shirts, Miami-themed branded shades and a seafood giveaway.

shrimp cocktail
Step and Repeat photos

SOBESF is one of a dozen activations ASC is conducting this year. Its 2022 “New Way to Seafood” promotion features restaurant events, grocery sampling programs, food festivals, digital activations and more in Minneapolis, Miami and Philadelphia in collaboration with ASC-certified partners. The tour continues in 2023 with immersions in Washington, D.C., Portland, Ore., and Southern California.

“A huge aim of our local market activations is to share all the great reasons to buy responsibly raised, ASC-labeled seafood directly with shoppers. South Beach Seafood Festival is one of the nation’s highest profile seafood festivals, and we had a captive audience of seafood lovers interested to taste and eager to learn more about the benefits of certified seafood,” said Athena Davis, marketing manager, ASC North America. “We’re extremely grateful to Pescanova USA for their partnership in making this event a delicious success.”

ASC Pescanova handout

“It’s not enough to produce and provide quality, sustainably raised seafood. We want to show and tell this story in a meaningful way to consumers so they can make informed choices at their local grocery store,” added Chris Maze, CEO of Pescanova USA. “Our partnership with ASC at such an exciting venue was a phenomenal way to bring this to life.”

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Pescanova USA’s Chef Sue Nordt
shrimp scampi with crostini

Pescanova has three ASC-certified processing plants and multiple ASC-certified farms in two countries, having sold more than 20,000 tons of ASC-certified product in 2021 worldwide, including its best-selling Vannamei shrimp.

The “Pescanova Blue” Sustainability Program promotes more sustainable operations and practices with the biological, environmental, technological, economic, commercial and social aspects of their business.

Guests laughing at SOBE
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ASC pescanova team
ASC and Pescanova USA soak up the South Beach Sun
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Shrimp Cocktail plates

Find out about the meaning behind ASC’s Sea Green Label here
Get the recipe for Pescanova USA’s Creamy Shrimp Scampi with Crostini
Get the recipe for Pescanova USA’s Old Bay Shrimp with Cocktail Sauce

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