The marketing program aims to "increase awareness, demand, and long-term market opportunities for Alaska’s growing mariculture industry."
Photo: Alaska Mariculture Cluster
A new marketing initiative has been launched to promote Alaska's mariculture products, including seaweed and shellfish, to buyers and industry stakeholders across the United States.
The program, part of the Alaska Mariculture Cluster (AMC), is funded through a $49 million federal economic development grant awarded to Alaska's regional development organization, the Southeast Conference (SEC), to help grow Alaska’s mariculture industry, and is being implemented by two marketing firms, Tastemaker Comms and Rising Tide Communications, which specialize in promoting seafood and food brands.
According to the program's timeline, work will begin in July 2025 and continue through September 2026, targeting markets both in Alaska and the rest of the US.
In addition to food markets, the program will also target agriculture, bioplastics, cosmetics and more, according to the organizers.
Announcing the marketing plans, the AMC said the initiative was developed in response to “strong industry demand for collective marketing resources, improved market access, and modern promotional strategies that reflect the values and potential of Alaska mariculture.”
"While Alaska’s mariculture sector – primarily focused on oysters and kelp food products – is still in early stages, it has a strong trajectory as a triple bottom line industry – driving economic growth, supporting coastal communities, and advancing environmental resilience," the AMC said in a news update detailing the initiative.
The program will be executed in two overlapping phases. The first phase will focus on building brand identity and creating promotional assets such as professional media content, buyer guides, fact sheets, and recipe cards. This will be followed by a second phase to include events like tradeshows and culinary festivals, as well as "familiarization tours" for key buyers, retailers, and media.
The organisers said that activities may also include influencer campaigns, media outreach, and will take account of strategic guidance from industry panels convened by the Alaska Mariculture Alliance (AMA).
The AMC Marketing Program is described by its organizers as a step toward “a viable, sustainable, and equitable mariculture industry statewide", as part of a broader initiative led by SEC to develop Alaska’s mariculture sector, in collaboration with tribal organizations, universities, agencies, and trade groups.
Organizers claim the program will “unlock new market opportunities for Alaska’s seaweed and shellfish products” and “serve as a cornerstone for increased sales, awareness-building, and cross-sector collaboration.”