Saving Seafood

MASSACHUSETTS: New Bedford launches seafood branding campaign

July 28, 2017 — NEW BEDFORD, Mass. — For generations New Bedford fishermen withstood the elements to do their jobs. Through rain storms they fished. In choppy waters they fished. Against harsh winds they fished.

So it was fitting that the unveiling of the city’s newly-created seafood brand was delivered in the rain at the Custom House Square in downtown New Bedford Thursday evening.

“We are the biggest, the baddest, the most comprehensive fishing port in America,” Mayor Jon Mitchell said. “We are going to scream from the mountain tops that we are the biggest fishing port in America. We are a real seaport and real fishing port. We want everyone to know that.”

In unabashed self-promotion, the city’s seafood brand initiative aims to make New Bedford synonymous with fresh, sustainable seafood much like Maine is with lobster and Alaska is with salmon. The logo, designed by Moore & Isherwood Communications, features a western rig fishing vessel, a major cog that’s helped make the Port of New Bedford the most lucrative fishing port in the country.

When buyers, whether they’re locally, nationally or internationally-based, purchase seafood from the Port of New Bedford, the products will have the logo on the packaging to serve as a visual reminder of what they are eating.

But more than just self-promotion, the branding will also tell consumers that the product they purchased has also been through rigorous testing in any of the city’s processing centers to ensure quality.

“Outside of our region, not enough people know how important New Bedford and our fishing industry are to providing sustainable, fresh, delicious fish to buyers and consumers everywhere,” Ed Anthes-Washburn, port director, said.

Read the full story at the New Bedford Standard-Times

MASSACHUSETTS: Port of New Bedford Launches New Bedford Seafood Brand

July 28, 2017 — The following was released by the Port of New Bedford Harbor Development Commission:

The Port of New Bedford Harbor Development Commission (HDC) will officially unveil their newly created New Bedford Seafood brand at the Seafood Throwdown on July 27 at Custom House Square, beginning at 6pm.

“As America’s top grossing commercial fishing port and largest seafood processing center, New Bedford can rightfully claim the title of America’s Seafood Capital.  But we need to do a better job proclaiming our status to the rest of the world, and that’s where this campaign comes in,” said Mayor Jon Mitchell, who also serves as Chairman of the HDC.

The HDC hired Moore & Isherwood Communications to develop the logo, which features the ever-familiar western rig fishing vessel, the backbone of the Port of New Bedford’s successful commercial fishing industry.

“Outside of our region few people know how important New Bedford and our fishing industry is to providing sustainable, fresh, delicious fish to buyers and consumers everywhere,” says Ed Anthes-Washburn, Port Director.  “The fishing industry and our waterfront is the cultural, economic and political center of our region.  We think it’s important to showcase New Bedford’s seafood at the same level as other brands like Alaskan salmon or Maine lobster.”

In addition to the logo, the HDC worked with students from UMass Dartmouth’s Charlton College of Business and Moore & Isherwood Communications to develop a website where national and international buyers can browse all of New Bedford’s processors and fish houses, and the seafood they sell.

In the future, the HDC has plans to work with local restaurants and fish markets to further identify locally-landed fish and seafood for local residents in an effort to highlight some of the underutilized species, or less popular fish, that are landed in local waters.

Said Anthes-Washburn, “Wild-caught seafood landed in New Bedford is among the last wild protein available to consumers.  It’s healthy, sustainably managed, and by purchasing it you’re supporting local fishermen that reinvest in our communities.” Anthes-Washburn also suggests branching out to species you may not recognize and don’t be afraid to ask your server or seafood purveyor questions. “One of the easiest ways to support our local fishermen is to engage with people in the industry, try new species and ask about different menu items or suggestions!”

The HDC will be unveiling the logo at the Seafood Throwdown, an event they’re hosting in collaboration with the Northwest Atlantic Marine Alliance (NAMA), the New Bedford Fishing Heritage Center, and the New Bedford Farmers Market.

The entire project was generously funded by the Massachusetts Division of Marine Fisheries (DMF) through their Seafood Marketing Program.

The Port of New Bedford is managed by the New Bedford Harbor Development Commission which aims to implement best management practices over port resources and develop economic growth strategies. To this end, it is the goal of the Harbor Development Commission to keep New Bedford on top as the #1 U.S. fishing port, expand existing businesses and capitalize on new opportunities that will maximize The Port’s potential as an economic engine to create jobs and strengthen the New Bedford economy.