Seafood Generic Advertising Framework
There are several reasons for the seafood industry to consider generic promotion programs. One is to obtain more direct input into product marketing, since most primary producers involved in the seafood industry are small and have little control over price received for their commodity. Aggregating resources to inform consumers of the attributes of their products may help expand market opportunities. Industry coordination of opportunities to improve the product, its packaging, and the forms available in the market may require research in product and process technology, new product development, and product distribution. All this work might be funded under a check- off program as is done under the research and promotion programs used by agricultural commodities.
As Forker and Ward (p.43) point out, in recent years nutritional attributes have provided a significant opportunity to convey new information to consumers. No only have the agricultural commodity promotion programs funded new research to develop products aimed a nutritional concerns, they have also attempted to change previously-held perceptions of their product. This has been driven by the desire to counter perceived negative attributes of products to better position theirs with competing products seen as more nutritional.
A well-designed seafood promotion program coordinated with product development to provide desirable consumer product attributes could expand the market. For example, a program could address issues of food safety, given the mandatory federal inspection of seafood products in the U.S. Generic programs may provide the vehicle for immediate response to consumer nutrition or food safety scares that may be disseminated through the mass media. Countering negative publicity from isolated incidents might mitigate serious implications for the industry.
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