Establishing a Brand Establishing a Brand Identity for Local SeafoodIdentity for Local Seafood

Carteret CatchCarteret CatchA Rural Community College A Rural Community College

Initiative ProjectInitiative Project

BackgroundBackground

• The Rural Community College Initiative (RCCI) The Rural Community College Initiative (RCCI) is supported by the Ford Foundation, a non-is supported by the Ford Foundation, a non-profit funding agency.profit funding agency.

• RCCI funding is administered by the Southern RCCI funding is administered by the Southern Rural Development Center at Mississippi State Rural Development Center at Mississippi State University (srdc.msstate.edu/rcci).University (srdc.msstate.edu/rcci).

• RCCI’s mission, in part, is to support economic RCCI’s mission, in part, is to support economic development initiatives that improve the development initiatives that improve the livelihood of rural county residents. livelihood of rural county residents.

Carteret County RCCICarteret County RCCI

• Carteret Community College (CCC) was Carteret Community College (CCC) was awarded an RCCI grant in January 2003.awarded an RCCI grant in January 2003.

• CCC formed a partnership with NC A&T CCC formed a partnership with NC A&T University to evaluate a number of projects University to evaluate a number of projects that would benefit Carteret County. that would benefit Carteret County.

• A branding program to promote local A branding program to promote local seafood had the most support.seafood had the most support.

Consumer ResearchConsumer Research

• Market Research indicates that consumers are Market Research indicates that consumers are eating more seafood.eating more seafood.

• Consumers are inclined to pay a premium to Consumers are inclined to pay a premium to purchase local or regional seafood commodities purchase local or regional seafood commodities and cuisine.and cuisine.

• The county’s fishing communities were The county’s fishing communities were searching for strategies to sell their seafood.searching for strategies to sell their seafood.

• RCCI volunteers observed that the county RCCI volunteers observed that the county restaurants selling local seafood were not restaurants selling local seafood were not receiving a market incentive to do so.receiving a market incentive to do so.

Branding’s ObjectivesBranding’s Objectives

• CommercialCommercial::- - Create a stronger awareness of and Create a stronger awareness of and

a demand for local seafooda demand for local seafood- - Improve revenues for fishermen, Improve revenues for fishermen,

dealers and restaurantsdealers and restaurants• EducationalEducational: :

- - Promote the seasonality of local Promote the seasonality of local commoditiescommodities

- - Promote the sustainability Promote the sustainability regulations that protect marine resourcesregulations that protect marine resources

- - Promote the heritage of the Carteret Promote the heritage of the Carteret County fishing communitiesCounty fishing communities

RCCI PartnersRCCI PartnersThe RCCI Seafood Branding Team is comprised of The RCCI Seafood Branding Team is comprised of community volunteers representing commercial fishermen, community volunteers representing commercial fishermen, seafood dealers, restaurant owners, educators, fisheries seafood dealers, restaurant owners, educators, fisheries researchers and county residents:researchers and county residents:

• American Culinary Federation – Carteret County ChapterAmerican Culinary Federation – Carteret County Chapter• Carteret Community CollegeCarteret Community College• Carteret County Chamber of CommerceCarteret County Chamber of Commerce• Carteret County Economic Development CouncilCarteret County Economic Development Council• Carteret County Fishermen’s AssociationCarteret County Fishermen’s Association• NC Division of Marine FisheriesNC Division of Marine Fisheries• NOAA FisheriesNOAA Fisheries• NC Cooperative Extension ServiceNC Cooperative Extension Service• NC Sea GrantNC Sea Grant• NC State University Seafood LaboratoryNC State University Seafood Laboratory

Fall 2004Fall 2004

• RCCI volunteers met with county RCCI volunteers met with county restaurant owners to better understand the restaurant owners to better understand the quality standards they have for local quality standards they have for local seafood.seafood.

• RCCI volunteers presented the quality RCCI volunteers presented the quality standards of restaurants to county standards of restaurants to county fishermen and seafood dealers.fishermen and seafood dealers.

March 2005March 2005A field trip was organized for local fishermen A field trip was organized for local fishermen and restaurant owners to observe how local and restaurant owners to observe how local seafood is marketed in select Northeastern seafood is marketed in select Northeastern USA markets:USA markets:

• Washington, D.C. waterfrontWashington, D.C. waterfront• Stonington and Mystic, CTStonington and Mystic, CT• Pigeon Cove Seafood, Gloucester, MAPigeon Cove Seafood, Gloucester, MA• Fulton Fish Market, New York, NYFulton Fish Market, New York, NY• Crisfield and Salisbury, MDCrisfield and Salisbury, MD• Chincoteague, VAChincoteague, VA

Washington DC Fish MarketWashington DC Fish Market

Stonington CTStonington CT• Office of The Southern New England Fishermen Office of The Southern New England Fishermen

and Lobstermen’s Associationand Lobstermen’s Association– Art MedeirosArt Medeiros

PigeonPigeon CoveCove SeafoodSeafood

Meeting with Steve Parks,Manager of Pigeon Cove

Seafood

SafetySafety& &

QualityQuality

Product

Development

Fulton Fish Fulton Fish MarketMarket

Fulton Street - Fulton Street - NYNY

Ward Museum- Salisbury, MDWard Museum- Salisbury, MDPresentation on marketing by Tom Presentation on marketing by Tom

Rippen of Maryland Sea GrantRippen of Maryland Sea Grant

Fulton Street - Fulton Street - NYNY

Chincoteague, VA

Chincoteague, VAChincoteague, VA

June – July 2005June – July 2005

• With assistance from a business consultant With assistance from a business consultant and a graphic designer, RCCI volunteers and a graphic designer, RCCI volunteers developed a brand name, tag line and logo developed a brand name, tag line and logo to create a market identity for local marine to create a market identity for local marine products.products.

• From among 14 brand name and tag line From among 14 brand name and tag line options, the RCCI team chose options, the RCCI team chose CarteretCarteret CatchCatch as a brand name and as a brand name and Select North Select North Carolina Seafood from the Fishermen of Carolina Seafood from the Fishermen of Carteret CountyCarteret County as the tag line. as the tag line.

Creating the Brand IdentityCreating the Brand Identity

• The word The word CatchCatch is supposed to project an is supposed to project an image of image of seafoodseafood to consumers. to consumers.

• SelectSelect is meant to convey is meant to convey only the bestonly the best, , highhigh qualityquality or or specialspecial. .

• The phrase The phrase from the Fishermen of from the Fishermen of Carteret CountyCarteret County tells the consumer that tells the consumer that their seafood has been harvested by a their seafood has been harvested by a Carteret County fisherman. Carteret County fisherman.

• The logo features the silhouette of an actual The logo features the silhouette of an actual fishing vessel belonging to one of the fishing vessel belonging to one of the commercial fishermen on the RCCI team.commercial fishermen on the RCCI team.

October 2005October 2005

• The brand was unveiled at the NC The brand was unveiled at the NC Seafood Festival.Seafood Festival.

• The The Carteret CatchCarteret Catch booth featured booth featured demonstrations by county fishermen and demonstrations by county fishermen and local chefs to show visitors how to clean local chefs to show visitors how to clean fish and prepare local seafood cuisine.fish and prepare local seafood cuisine.

• Visitors were asked to complete a survey Visitors were asked to complete a survey that profiled their seafood preferences.that profiled their seafood preferences.

Survey ResultsSurvey Results

• Total number of survey respondents: 175.Total number of survey respondents: 175.• Eighty-four percent expected seafood purchased Eighty-four percent expected seafood purchased

at the coast to be locally caught.at the coast to be locally caught.• Ninety percent expected seafood in local Ninety percent expected seafood in local

restaurants to be locally harvested.restaurants to be locally harvested.• Ninety-two percent said they were inclined to Ninety-two percent said they were inclined to

purchase local seafood if given a choice.purchase local seafood if given a choice.• Favorite commodities include shrimp, flounder, Favorite commodities include shrimp, flounder,

scallops, oysters and blue crabs.scallops, oysters and blue crabs.

2005 NC Seafood Festival2005 NC Seafood Festival

2005 NC Seafood Festival2005 NC Seafood Festival

2005 NC Seafood Festival2005 NC Seafood Festival

2005 Waterfowl Festival2005 Waterfowl Festival

January 2006January 2006

• RCCI volunteers recruited a small number of local RCCI volunteers recruited a small number of local fishermen, seafood dealers and restaurant owners fishermen, seafood dealers and restaurant owners as “charter” members of the as “charter” members of the Carteret CatchCarteret Catch pilot pilot program.program.

• Carteret CatchCarteret Catch charter members met with a charter members met with a representative from the Carteret Community representative from the Carteret Community College Small Business Development Program to College Small Business Development Program to discuss the creation of a business plan. discuss the creation of a business plan.

• Carteret CatchCarteret Catch was presented to the North Carolina was presented to the North Carolina Legislative Commission on Seafood & Aquaculture, Legislative Commission on Seafood & Aquaculture, receiving positive reviews.receiving positive reviews.

February – March 2006February – March 2006

• An update of An update of Carteret CatchCarteret Catch was presented to was presented to the North Carolina Seafood Festival board of the North Carolina Seafood Festival board of directors.directors.

• Drafts of the business plan, by-laws and Drafts of the business plan, by-laws and application forms were developed and are being application forms were developed and are being reviewed.reviewed.

• Carteret Catch logo / marketing products have Carteret Catch logo / marketing products have been determined; price quotes have been been determined; price quotes have been received. (received. (e.g.e.g. stamps, flags, decals, etc.) stamps, flags, decals, etc.)

March 2006March 2006

• RCCI volunteers have received a grant to partner RCCI volunteers have received a grant to partner with a UNC-G academic to conduct detailed with a UNC-G academic to conduct detailed consumer research on the seafood consumption consumer research on the seafood consumption habits of Carteret County residents and visitors.habits of Carteret County residents and visitors.

• This research will help the This research will help the Carteret CatchCarteret Catch program to adopt better direct-marketing program to adopt better direct-marketing strategies that will enhance the connection strategies that will enhance the connection between the fishing industry and their customer between the fishing industry and their customer base.base.

Future GoalsFuture Goals

• To expand the To expand the Carteret CatchCarteret Catch footprint footprint beyond Carteret Countybeyond Carteret County

• To create “infrastructure” to better process To create “infrastructure” to better process and distribute local seafood to consumers, and distribute local seafood to consumers, i.e.i.e. Stonington, CT, working waterfront and Stonington, CT, working waterfront and Pigeon Cove Seafood.Pigeon Cove Seafood.

Carteret Catch Carteret Catch Planning CommitteePlanning Committee

• Ms. Libby EatonMs. Libby Eaton, Owner-Operator of the Bistro-by-The-Sea , Owner-Operator of the Bistro-by-The-Sea RestaurantRestaurant

• Ms. Beverly S. Gaskill, Ms. Beverly S. Gaskill, Owner andOwner and Operations Manager, Operations Manager, Quality SeafoodQuality Seafood

• Mr. Mitch Magnum, Mr. Mitch Magnum, Americas Business Operations Manager, Americas Business Operations Manager, IBMIBM

• Dr. Gretchen Bath MartinDr. Gretchen Bath Martin, Research Fishery Biologist, , Research Fishery Biologist, NOAA Fisheries Service NOAA Fisheries Service

• Mr. Richard MeissnerMr. Richard Meissner, Volunteer Coordinator, Cape Lookout , Volunteer Coordinator, Cape Lookout National Seashore National Seashore

• Ms. Pam MorrisMs. Pam Morris, Education Coordinator, Core Sound , Education Coordinator, Core Sound Waterfowl Museum & Heritage CenterWaterfowl Museum & Heritage Center

• Mr. Barry NashMr. Barry Nash, Seafood Technology & Marketing Specialist, , Seafood Technology & Marketing Specialist, NC Sea GrantNC Sea Grant

• Ms. Jennifer UlzMs. Jennifer Ulz, Director of Institutional Effectiveness, , Director of Institutional Effectiveness, Carteret Community College Carteret Community College