SUSTAINABLE

MARKETING &

BRANDING TACTICS

FOR SMALL-SCALE

FISHERIES

“Your Story Is Your

Marketing Strategy.

Even small businesses can

create powerful, meaningful,

sincere branding messages.”

-Vanessa Nornberg

Why are

we doing

this?

Sustainable Seafood

is seafood from either fished or farmed

sources that can maintain or increase

production in the future without

jeopardizing the ecosystems from which

it was acquired.

Primary Price – Quality, Freshness

Taste – Species, Cut

Secondary Wild – Caught, Farmed

Organic – Local, Certifications

Tertiary Traceability – Biological Impacts –

Animal Welfare

Three Barriers to

Purchasing Sustainable

Products:

1. High Price

2. Lack of Information

3. Lack of Availability

Brand Development

---Small is good.

1. Approachable

2. Specialized

3. Speedy

4. Accessible

“Small businesses should focus on

intimately knowing their target

audience and communicating with

them in a meaningful way. They should

draw customers in with sales and

promotions, then work to build loyal

customers through trust and

communication.” -Susan Payton

Niche Marketing

Strategies – The 4 C’s.

1. Customer Awareness

2. Communication

3. Cooperation

4. Certifications

Video produced by AS YOU LIKE IT MEDIA INC For Greig Seafood BC

“By joining forces with other small

businesses you can harness the power

of the community and grow

together. Seek out collaborative

relationships with other like-minded

businesses and stop thinking of them

as competitors, rather as partners. -Small Business BC

Grow Your Operation.

Deborah Haust

deborah@seamarket.ca

604.374.3915

Twitter: @deborahhaust