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Sustainability of a Brand: Strategies for Developing and Maintaining a Seafood Brand

Track: Retail/Marketing

Sunday, March 16, 2014
12:15PM - 1:45PM

Moderator: Fiona Robinson, SeaFood Business

Panelists:

  • Bob Waldrop, Bristol Bay Salmon
  • Jon Stamell, CEO, Futureshift
  • Joanne McNeely Zaritsky, Gulf and South Atlantic Fisheries Foundation

 This session will provide an overview of the strategy development process and objectives, strategy selection and initial implementation of a marketing plan. This session will review several case studies and will offer practical take-aways including: 

  • Provide best practices for other regions and companies to follow in development of their own brand development plans
  • Introduce considerations for determining whether the trade or consumers are the primary market, specific market channels, classification of market needs, logistical implications of branding and other considerations that effect investment and resources.
  • Discuss the challenges and benefits of establishing and protecting a sustainable seafood brand  

Learning Objectives

  • Provide tools to develop a brand development plan for seafood regions and/or companies
  • Provide the considerations for determining whether the trade or consumers are the primary market, specific market channels, classification of market needs, logistical implications of branding and other considerations that effect investment and resources
  • Examine the concept of sustainability and the individual roles of State and industry players in protecting a sustainable brand
  • Discuss supply chain economics and present data demonstrate how a single fishery can have huge economic impacts far from its place of origin

About the Moderator: Fiona Robinson

Fiona Robinson is associate publisher and editor of SeaFood Business magazine, the nation’s only publication targeting high-volume seafood buyers throughout the United States. Robinson joined SeaFood Business in 1997 as associate editor and was quickly promoted to senior editor before assuming full editorial leadership of the magazine as editor in chief in 1999. The magazine is published by Diversified Communications, an independent media company with headquarters in Portland, Maine.  Robinson is on the board of directors for SeaShare, a Seattle organization that works to get nutritious protein into food banks and feed centers across America.

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