New Jersey is home to at least 28 aquaculture farms with total sales estimated at $5.8 million. These farms are diverse, producing sport and game fish, food fish and molluscan shellfish. New Jersey has the second highest number of molluscan farms in the Northeast and ranks third in sales from those farms. In addition, those 16 farms account for an estimated $3.3 million in sales. The total acreage of aquatic farms in New Jersey is 1,466 of which 1,402 are saltwater and 64 are fresh water.

Through promotional materials, point of sale advertising, an enhanced website, and work with strategic partners, awareness will be created for a “Jersey Seafood” brand name. A common promotional theme of a “Jersey Seafood” brand message will emphasize freshness and quality. The “Jersey Seafood” economic development strategy will target restaurants, retailers and community markets.

Seventy percent of seafood is consumed in restaurants. Chefs, as the opinion leaders in the food industry, influence food trends and consumption in many different ways. They will be targeted with the “Jersey Seafood” brand message.

Promotional efforts will also be focused on the retail supermarket industry. The “Jersey Seafood” brand will be promoted to the retail supermarket industry through direct industry contacts supported with availability and supplier information.

Interest in the availability of seafood and aquaculture products at community markets is part of a national renaissance of community farm markets. At present, over sixty community farm markets exist with only a handful of markets retailing shellfish and seafood. Interviews with farm market managers in Woodbury, Cape May and Collingswood indicate that there is an interest among market customers for local seafood.

3.1 Promote “Jersey Seafood” Brand Awareness

27) STRATEGY- Promote locally grown products as distinct from, and of higher value, than competing products by establishing the “Jersey Seafood” brand. Continue to promote locally grown and harvested fish and seafood as an integral part of a healthier, more active lifestyle.

28) STRATEGY - Create point of sale advertising materials for “Jersey Seafood.” Distribute seafood supplier directories and point of sale materials to restaurateurs, retailers and community markets.

29) STRATEGY – Establish ongoing partnerships to create web based promotional opportunities with NJ Travel & Tourism/Department of Commerce, the NJ Marine Science Consortium and with the New Jersey Sea Grants program.

30) STRATEGY- Incorporate a “Jersey Seafood” page on the NJDA website to promote the availability of Jersey Seafood at restaurants, retailers and community markets. The website will also promote consumers preparation techniques of “Jersey Seafood.”

31) STRATEGY- Include seafood in a new “Taste of Jersey Fresh Food & Wine Festival”

3.2 Restaurant Promotions

32) STRATEGY- Establish promotional relationships with professional culinary organizations such as the New Jersey Restaurant Association, Professional Chefs’ Associations, and Slow Foods Organizations of New Jersey. Through these relationships “Jersey Seafood” suppliers directory, information about a “Jersey Seafood” website and other materials designed to connect buyers with sellers can more efficiently be distributed.

33) STRATEGY- Sponsor a “Jersey Seafood Recipe Contest” for Chefs. One possible contest theme to consider is “Nature’s Fast Food…Jersey Seafood.” Winning recipes would be posted to the “Jersey Seafood” web site and considered for inclusion in future cookbooks.

3.3 Retail Promotion

34) STRATEGY- Provide consumer friendly “Jersey Seafood” point-of-sale materials to retail supermarkets. These materials could include; product tags, brochures and cook booklets, and in-store newsletters. Partner with regional grocery chains to develop, print and distribute point of sale materials to supermarkets.

3.4 Farm and Community Market Opportunities

35) STRATEGY – Work to expand the availability of aquaculture products at community farm markets, roadside markets and in ethnic communities and foodservice markets. Provide outreach to identify community farm market opportunities.

36) STRATEGY - Provide “Hazard Analysis Critical Control Point” (HACCP) training for industry members to ensure food safety protocols are met.

3.5 Value-Added Seafood

37) STRATEGY – Inform agricultural & seafood industry members about the availability of grants to promote value added product development and product innovation. Work with the industry to develop new proposals for the Value-Added Grant Program