Demand increases for seafood direct marketing classes

A resilient seafood industry is crucial to many Alaskan coastal communities, contributing to the local economy, cultural identity and food security. Current seafood market conditions have motivated many harvesters to consider new avenues for bringing seafood to consumers. Alaska Sea Grant’s Marine Advisory Program faculty have responded by providing online classes in seafood direct marketing. The course, Introduction to Starting and Operating a Seafood Direct Marketing Business, has been offered twice already this year to more than 40 participants.

“The class provides an overview of direct marketing for fishing business owners, highlighting important considerations in marketing seafood products further along the supply chain,” said Alaska Sea Grant fishery business specialist Gabe Dunham.

Dunham explained that a traditional seafood supply chain typically follows seafood from harvester to floating or shore-side primary processor, then into the hands of a seafood broker, sometimes through a secondary or value-adding processor, and finally to retail in restaurants or grocery outlets.

“While the term ‘direct marketing’ applies to a specific license issued by the State of Alaska, we use the term generally to describe the harvester working with businesses or customers beyond their typical role in the seafood supply chain.”

Dunham leads the first of five sessions with an introduction to direct marketing concepts and an overview of regulations. The second session features Alaska Sea Grant seafood marketing specialist Quentin Fong leading discussions of business planning and vertical integration—taking on more of the roles of the traditional supply chain. The third session introduces the class to marketing strategies including building a customer base. During the fourth session, Alaska Sea Grant seafood technology specialist Chris Sannito helps the class understand seafood quality and processing considerations. The final session brings in established direct marketers to discuss their stories and business experiences with the class and answer questions.

“If business owners want to change their business model to accommodate tasks that were conducted by displaced portions of the supply chain, understanding the additional regulatory requirements can be helpful to them,” said Fong. “That’s where the direct marketing class can help businesses prepare for these changes to their business model, and help them identify regulations, expertise and technology they need to succeed.”

Alaska Sea Grant anticipates hosting another direct marketing class later this year. Please check the Alaska Sea Grant events page for dates and to enroll, or contact Alaska Sea Grant to receive email announcements of upcoming classes for fishermen.