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Seafood at Retail

Here you will find strategic marketing resources that drive results that increase retailer seafood sales

Seafood Nutrition Partnership Retail Marketing Playbook

Click here for the full PDF

FMI Retail Seafood Communications Calendar

The Food Marketing Institute’s seafood council developed a monthly Seafood Calendar to highlight opportunities to educate consumers about seafood and its health benefits. Download a PDF of the calendar.

January

Nutrition
The new year is time for a fresh healthy start. Seafood can help you meet those nutrition goals.

Content & Promotion Ideas

 

Nutrition

Key Messages:

  • The New Year is a fresh start and seafood is a healthy choice. Start the New Year off on your healthy foot – or gill, as we like to say.
  • The new year is time for a fresh healthy start. Seafood can help you meet those nutrition goals. 

Helpful Handouts: 

 

 

 

Blogs to Share:

 

Dates We’re Celebrating: 

Pinterest board: Seafood in the Slow Cooker

Sample Social Media Posts:

  • Start your #NewYear off on the right gill – with #Seafood2xWk that is. This [fill-in recipe from your retailer] is an excellent place to begin – packed with #Omega3s and veggies.
  • #DYK: The Dietary Guidelines recommend eating two servings of seafood each week. Take the #Seafood2xWk pledge and add some #seafood to your plate this year.
  • Building a healthy routine can start at any time, so why not start now? Start small and commit to eating just one more seafood meal per week. It can be so simple! Check out these delicious recipes and tips to get your year started off right #EatSeafoodAmerica
  • To make behavior change stick, it needs to become a habit. Try slowly incorporating more seafood into your meals so you can reel in all of the health benefits! #Omega3s can help prevent diseases and change your overall mood, so don’t forget to eat #Seafood2xWk in 2022! #EatSeafoodAmerica

February

Heart Health
Heart disease is the leading cause of death for both men and women in the US. Seafood has been proven to decrease heart disease risk and the risk of dying from a heart attack. Love your heart with seafood.

Content & Promotion Ideas

 

  • Key Messages:
    • Heart disease is the leading cause of death for both men and women in the US. Seafood has been proven to decrease heart disease risk and the risk of dying from a heart attack. Love your heart with seafood.
    • The American Heart Association recommends 1,000mg EPA+DHA per day for patients with coronary heart disease, and two meals of oily fish per week for people without heart disease.
    • This Valentine’s Day, be heart-healthy and choose seafood

 

 

 

  • Dates We’re Celebrating This Month:

 

  • Sample Social Media Posts
    • In this month full of heart, remember eating seafood at least twice a week can help support your heart health. We’re here to help with a roundup of heart-friendly recipes that are high in #omega3s and can help prevent heart disease. Grab your forks and stay tuned for more heart-healthy recipes all month long! #EatSeafoodAmerica #HeartHealth
    • The @American Heart Association recommends we eat seafood at least twice a week to prevent heart disease and help support overall health! Eating seafood, which is high in #omega3s, can lower your blood pressure, reduce blood clotting, and reduce irregular heart rate. Not sure where to start? Check out these delicious recipes that your heart (and taste buds) will love! seafoodnutrition.org/recipes #EatSeafoodAmerica #HeartHealth #seafood2xwk

March

Seafood Education
One of the biggest barriers to eating more seafood is the confidence in cooking it. Empower your customers to try something new and support them in their path to healthier food purchases.

Content & Promotion Ideas

Key Messages: 

  • Focus on informing and educating your consumers about seafood: different types of species (education on non-traditional fish), information on sustainability, etc.
  • Focus on employee knowledge and education for your employees about farm-raised seafood and safe and sustainable imports

Helpful Handouts:

Helpful Links: 

Dates We’re Celebrating This Month:

  • March is National Nutrition Month- Each year has a theme set by the Academy of Nutrition and Dietetics. 2022’s theme: Celebrate a World of Flavors, embrace global cultures, cuisines, and inclusivity, plus showcase the expertise of registered dietitian nutritionists. 
  • March 9: National Crabmeat Day
  • March Madness NCAA Basketball Tournament
    • Appetizer recipes as well as ready-to-eat or prepared foods at retail: whitefish salad, crab dip, shrimp rings
  • National Frozen Foods Month

Sample Social Media Posts:

  • #FishFriday never looked so good with so many delicious, affordable and easy seafood recipes to enjoy during #Lent: https://www.seafoodnutrition.org/recipes/ [OR link to your retailer’s seafood recipes].
  • Did you know the nutrients in seafood can help boost your mood? It’s true! The anti-inflammatory reactions can help decrease depression and make you feel healthier and happier in the long run. Want to feel better this year? Eat more delicious fish & shellfish to support your brain, your heart, and your immune system! #EatSeafoodAmerica #MentalHealth #moodboostingfoods
  • #DYK the goal is to eat seafood at least twice a week to reel in the health benefits? That’s only 2 meals out of 21 during the week! Leading health organizations including @american_heart encourage eating fish & shellfish to support your heart, brain, and immune system. #EatSeafoodAmerica #Seafood2xWk

April

Seafood Sustainability
Seafood is a responsible and sustainable choice. Remind your customers of your banner’s stringent sustainable seafood standards and help them enjoy sustainably harvested seafood.

Content & Promotion Ideas

Key Messages:

  • Promote, discuss and educate around seafood sustainability. 
  •  About 90% of U.S. retailers have seafood sustainability purchasing programs in place. This month, Focus on in-store messaging and signage on your retailer’s sustainable seafood policy and educate staff.
  • The United States is recognized as a global leader in sustainable seafood–both wild-caught and farmed.

Helpful Handouts: 

Helpful Links:

Dates We’re Celebrating This Month:

  • Earth Month/Earth Day (April 22)
  • National Garlic Month
  • National Minority Health Month
  • Final Four NCAA Basketball Championships
    • Appetizer recipes as well as ready-to-eat or prepared foods at retail: whitefish salad, crab dip, shrimp rings

Sample Social Media Posts 

  • Your grocer has already done the hard work and has committed to sourcing sustainable seafood, so you can trust the fish and shellfish you buy are good for you and the planet, too. More than 90% of U.S. retailers have a sustainable seafood sourcing policy per the Conservation Alliance for Seafood Solutions, so it’s easier than ever to buy sustainable seafood. Enjoy sustainable seafood in April and all year long!
  • You can feel confident in seafood harvested in the U.S. The United States is a global leader in responsibly managed fisheries and sustainable seafood. It is the gold standard in fisheries management.

Hashtags: #SeafoodSustainability

 

May

New Season, New Catch
So many of our favorite species are coming into season right now. Promote the new catch and discuss seasonality with consumers and employees.

Content & Promotion Ideas

Copper River salmon season opens

Key Messages: 

  • Discuss seasonality with consumers and employees and promote accordingly. 
  • So many of our favorite species are coming into season right now. Promote the new catch and discuss seasonality with consumers and employees.
  • Fish: Alaska Halibut, Bluefish, Grouper, Mackerel, Mahi Mahi, Sockeye Salmon, Striped Bass
  • Shellfish: Clams, Lobster, Mussels, Sea Scallops, Soft Shell Crab

Helpful Handouts:

Helpful Links:

Dates We’re Celebrating This Month:

Sample Social Media Posts:

There are so many delicious seafood options to choose from and the variety is not just good for us, it really helps the ecosystem and biodiversity. The majority of what we eat in America is three species, but there are hundreds commercially available. Keep your plate diverse with seafood! #EatSeafoodAmerica #SeafoodDiversity #Seafood2xWk

June

Grilling
Take it to the grates! Seafood on the grill is easy, fast, and fun. Try shrimp skewers, tuna steak, or a salmon burger this season.

Content & Promotion Ideas

What We’re Celebrating This Month:

Sample Social Media Posts:

As the weather heats up and days get longer, it’s only natural to move outdoors for dinner. And what better way to eat outside than to cook outside, too? Preparing seafood on a grill (or a grill pan) makes for a quick, healthy, and delicious summertime meal. Grab your favorite fish or seafood from your grocer and enjoy seafood at least twice a week. #EatSeafoodAmerica #GreatOnTheGrates #Seafood2xWk

July

American Seafood
It’s all things U.S.A in July. Promote domestic seafood: Alaska, Maine Gulf, or seafood local to your area.

Content & Promotion Ideas

 

  • Dates We’re Celebrating This Month:
    • July 4: Independence Day 
  • Sample Social Media Posts and Graphics:
    • July is a great month to enjoy fresh shrimp, grey sole, and more! Check out all the in-season seafood for July. #Seafood2xWk
      • Try inserting whatever type of seafood you have in stock!
    • Seafood is great on the grates. Stop by your favorite grocery and pick up some delicious, sustainable seafood for your next cook-out! #EatSeafoodAmerica #Seafood2xWk

August

Back to School
There are big benefits from eating seafood twice a week for kids. Seafood improves memory and learning centers in the brain. Help your little seafoodie enjoy a successful year with fish and shellfish.

Content & Promotion Ideas

Back to school: cooking seafood is simple and quick during this busy time of the year. 25% of the case is ready to eat. Seafood is a convenient dinner choice now that parents are pressed for time.

  • Key Messages:
    • There are big benefits from eating seafood twice a week for kids. Seafood improves memory and learning centers in the brain. Help your little seafoodie enjoy a successful year with fish and shellfish. 
    • Cooking seafood is simple and quick during this busy time of the year. 25% of the case is ready to eat. Seafood is a convenient dinner choice now that parents are pressed for time.

 

 

  • Dates We’re Celebrating This Month:
  • Sample Social Media Posts:
    • Back to school doesn’t have to be crazy! Need something quick and easy for #dinner? Most seafood cooks in 15 minutes or less. For inspiration, visit: http://www.seafoodnutrition.org/recipes #SeafoodMonth
      #EatSeafoodAmerica
    • Don’t forget about the grab-n-go section of your favorite grocery store! The easiest cooking tip of all is to grab pre-prepped seafood from your local grocery store just to bring home and heat! #EatSeafoodAmerica #Seafood2xWk

September

Family Meals
Magic happens during family mealtime when children and parents gather around the table and engage each other in conversation. Enjoy seafood as part of your family meal. Bring the focus back to the family this month with weeknight dinners at the table.

Content & Promotion Ideas
  • Key Messages:
    • Magic happens during family mealtime when children and parents gather around the table and engage each other in conversation. Enjoy seafood as part of your family meal. Bring the focus back to the family this month with weeknight dinners at the table. 

 

 

  • Helpful Links: 

 

  • Dates We’re Celebrating This Month:
    • Fruits & Veggies: More Matters Month 
    • Whole Grains Month 
    • Family Meals Month 

 

  • Sample Social Media Posts 
    • We care about the health of you and your family and are committed to helping you make shared meals at home fun, affordable, and healthier, offering [insert tips, promos, mealtime solutions, or other highlights]. #EatSeafoodAmerica
      #FamilyMeals
    • We know while juggling work and online schooling, mealtime
      can be an afterthought. We’re here to be your ally— the solution to your dinner
      dilemma. Check out these simple seafood recipes that come together in 20 minutes or less! [LINK to blog post or recipes] #EatSeafoodAmerica #FamilyMeals

October

National Seafood Month
Reel in the benefits with seafood. This is the time to showcase this protein with a focus on helping consumers enjoy it more. Back to the basics: the how and why – how to cook seafood and its health benefits.

Content & Promotion Ideas
  • Key Messages:
    • Reel in the benefits with seafood. This is the time to showcase this protein with a focus on helping consumers enjoy it more. Back to the basics: the how and why – how to cook seafood and its health benefits.
  • Sample Social Media Posts
    • Need something quick and easy for #dinner? Most seafood cooks in 15 minutes or less. For #recipe inspiration, visit https://www.seafoodnutrition.org/recipes/?fwp_dietary_considerations=quick-meals #EatSeafoodAmerica
    • Wondering what you should eat for dinner tonight? Seafood is the perfect main dish because it’s so simple to cook, healthy for you, and really delicious! #EatSeafoodAmerica #Seafood2xwk
    • A good rule of thumb: Try the 10-minute rule, which says you should measure the fish at its thickest point, and cook it on medium-high for 10 minutes per inch, turning halfway through the cooking time. #EatSeafoodAmerica
      #RealSimple #DYK #EasyDinner

Hashtags: #SeafoodMonth

November

Celebrate with Seafood
Make gatherings memorable by featuring delicious seafood, from football parties to big holiday celebrations, we’ve got great recipes for you.

Content & Promotion Ideas

How will you celebrate with seafood? Focus on Thanksgiving and weekend football parties.

Shellfish focus: Clams, oysters, etc.

  • Key Messages:
    • Gathering with family and friends means enjoying delicious seafood. Make this holiday memorable with a seafood feature.
  • Sample Social Media Posts:
    • Life can be complicated. Meals are simple with seafood. Need a quick #recipe? Seafood cooks fast. Plus, if you didn’t plan ahead, seafood can be cooked from
      frozen! #EatSeafoodAmerica
    • Holidays don’t have to be complicated! Seafood is simple, quick, and delicious and pairs perfectly with all of your favorite holiday sides. Run over to your seafood counter to pick up a filet or some yummy shellfish.

 

December

Entertaining for the Holidays
Whether you’re hosting a holiday gathering or attending a party, make sure seafood is on the menu. Not only is it the healthier choice, but it’s also a delicious choice.

Content & Promotion Ideas
  • Key Messages: 
    • Whether you’re hosting a holiday gathering or attending a party, make sure seafood is on the menu. Not only is it a healthier choice, but it’s also a delicious choice.
  • Helpful Handouts: 
  • Helpful Links:
  • Sample Social Media Posts
    • Create new traditions by adding seafood to your holidays. Seafood can be cooked in a flash and makes a delicious meal for any occasion. Check out our appetizer recipes for your next gathering at https://www.seafoodnutrition.org/recipes/?fwp_meal=appetizer
    • Get ready for the new year with healthy and delicious seafood! #DYK seafood is a lean source of protein and contains DHA omega-3s that don’t naturally occur in any other food? Enjoy and don’t forget to eat seafood at least twice a week!

We are bringing the focus back to family.

Magic happens during family mealtime when children and parents gather around the table and engage each other in conversation. Family meals eaten at home have been proven to benefit the health of children, fight obesity and substance abuse, and make families stronger—creating a positive impact on our communities and our nation.

Join us as we work collaboratively with retailers from across the country to bring families back to the table.

Seafood Nutrition Partnership is working with the Food Marketing Institute Foundation to emphasize the importance of family meals, expanding National Family Meals Month throughout the year and into a true movement — the Family Meals Movement.

Store demonstration resources

Delicious quick, simple, no-cook recipes:

Which Fish Is Richest in Omega-3s Chart

​Seafood Nutrition Partnership created a one-page resource highlighting the best choices when it comes to omega-3 in various species.

​Health organizations suggest an intake of at least 250 to 500 milligrams of omega-3 EPA+DHA per day. Find out which seafood has the most omega-3s:

 

Image Library (Open Use)

For more details on species sustainability, please visit

Facts and Recipes by Species

Clams

Fun fact:
Clams have more vitamin B-12 per serving than any other food — 1,868% of the daily value*, to be exact. B-12 keeps nerves and blood cells healthy, balancing mood and fighting fatigue.

Atlantic surf clams burrow into sandy bottoms on the continental shelf, an environment that is thought to recover quickly after a hydraulic clam dredge passes over it. The bars on commercial clam dredges are spaced several inches apart so they do not collect anything but the targeted surf clams.

Recipes:

Cod / Haddock

Fun facts:
Cod is the leanest protein available, meaning the protein to calorie ratio beats out any other food. That could be why Dwayne “The Rock” Johnson eats it as one of his main protein sources — averaging 253 oz. of cod a week!

Haddock is a popular option for fish and chips (just choose baked to retain the nutrients!) because of its light, slightly sweet flavor. At just 100 calories a serving,* this lean, flaky white fish is full of B vitamins — B-6 and B-12, niacin, thiamin, riboflavin, and folate — as well as more than 50% DV of immune-boosting selenium.

Recipes:

Crab

Recipes:

Crawfish / Crayfish

Recipes:

Low Country Crawfish Boil 

Flounder / Perch / Sole

Recipes:

Feature Stories:

Grouper / Snapper / Striped Bass

Fun Facts:
Grouper is low in saturated fat, and a good source of vitamins B6 and B12, phosphorus, potassium, protein, and selenium.

Recipes:

Halibut

Recipes:

Lobster

Fun Facts:
Lobster is a tasty way to get a boost of thyroid-boosting iodine. A 100-gram serving of the crustacean provides 100 micrograms of the essential mineral or 67% of the recommended daily intake.

Recipes:

Mackerel

Recipes:

Mahi-Mahi

Recipes:

Mussels

Web Features:

Recipes:

Oysters

Fun Facts:
Oysters are pumping iron, well, at least they are providing it in abundance. A serving* has 60% of your daily needs — or if you’re just enjoying an appetizer, it’s about 4% DV for each oyster.

Great for the human health and the environment, too! An adult oyster can filter as much as 50 gallons of water a day, cleaning the waters it lives in.

Recipes:

Web Features:

Pollock (Wild Alaska)

Fun Facts:
Wild Alaska Pollock is America’s most popular fish you’ve likely never heard of. Known for its versatility, “Snow White” pollock flakes beautifully and offers a lean texture and mild taste – that’s why you find it in family favorites such as Filet-O-Fish, fish sticks, and delicious fish tacos. It boasts a whopping 27 grams of protein in just 127 calories, and even though it’s so lean, has more than 500mg of essential omega-3 fatty acids EPA+DHA per serving.*

Recipes:

Rockfish (Pacific)

Feature Stories:

Recipes:

Salmon

Fun Facts:
(Wild) Salmon is helping fight Americans’ Vitamin D deficiency with 100% of your daily “sunny D.”* Vitamin D is a bone-strengthening vitamin that is naturally present in very few foods.

Recipes:

Sardines

Fun Facts:
Sardines are considered to be one of the healthiest foods on the planet. They boast 43% of your daily value of calcium, because of the tiny, edible bones, plus another whopping 169% of your daily vitamin B-12, 85% of selenium, and 56% of phosphorus.*

Recipes:

Scallops

Recipes:

Sea Bass / Barramundi / Branzino

Recipes:

Shrimp

Fun facts:
Shrimp is a lean protein and a great source of selenium (80% DV) and iodine (30%), which are both helpful in thyroid support, and a healthy thyroid supports a healthy metabolism.*

May 10 is National Shrimp Day. Shrimp is the most popular seafood options in America for many reasons – it’s versatile, easy to cook, tasty, and a good source of lean protein. In fact, in 3 ounces of shrimp you can find 20 grams of protein. Shrimp is also packed with vitamin B12, choline, and selenium, which helps support heart health, boost immunity and flight inflammation.

Blog: Storing Shrimp Properly

Recipes:

Swordfish

Fun Facts:
Swordfish is naturally packed with Vitamin D, a bone-strengthening vitamin that is naturally present in very few foods.

Recipes:

Tilapia

Recipes:

Trout / Steelhead / Arctic Char

Recipes:

 

Arctic char is a cold-water fish in the same family as salmon, and similar in terms of delicious, fattier flesh. Char, however, is a more delicate texture and clean, mild flavor similar to trout. The higher fat content in Arctic char, which translates to more than 1 gram of heart-healthy omega-3s per serving, makes it well-suited for dry-heat cooking. Mostly imported from Iceland and Canada, Arctic char is considered a “best choice” in terms of sustainability.

Tuna (Fresh)

Recipes:

* Note: Fun Facts statistics are based on 4 oz. servings, cooked, dry heat. Data from USDA Nutrient Database.