Generic promotion of seafood has significant potential within the industry. From the individual fisherman’s or industry participant’s perspective, maximizing total industry revenues would be a major goal of a generic promotion program. Success in seafood generic promotion programs would require a well-defined set of objectives for the organizations involved and the programs put into place. It would be critical to identify commodity attributes that might be successfully promoted, allocate funds among media and activities carefully, and develop an implementation strategy that fits the industry or sub-sector structure and marketing system.
Given the diversity of the industry, including fishermen pursuing wild stock, sea-based aquaculture and farm-raised aquaculture products, generic programs would need to be initiated on a sub-sector level. But perhaps more can be done at the national level, such as through The National Fisheries Institute to educate consumers about the general nutritional and health benefits of seafood, as well as promote the safety aspects of the existing industry. Beyond that, programs would need to focus on regional and/or species sub-sectors or find some way to equitably share costs of national programs for which the distribution of benefits will be hard to determine.
Any program implemented must be evaluated to determine if it is effective, whether it should be continued or dropped. But there are examples of apparently successful programs and experiences along with failed programs that provide lessons about the necessary elements for success.