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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
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