Carteret Catch™: Raising Awareness of Local Seafood through Community and Business Partnerships

This paper describes two applied research projects that are ongoing. Specifically, we provide the background for establishing a seafood brand and consumer education program, known as Carteret Catch(TM) and for creating Community Supported Fisheries (CSFs), a direct marketing arrangement for seafood,...

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Bibliographic Details
Published in:Human organization 2011-09, Vol.70 (3), p.279-288
Main Authors: Andreatta, Susan, Nash, Barry, Martin, Gretchen Bath
Format: Article
Language:English
Subjects:
Behavior
Business
Business partnership
Commercial fishing
Community relations
Consciousness
Consumers
Educational Programs
Fire prevention
Fish
Fisheries
Fishermen
Fishing Communities
Fishing industry
Fishing villages
Globalization
Marketing
North Carolina
Partnerships
Regulation
Seafood
Social Behavior
Social marketing
Sport fishing
U.S.A
United States of America
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Summary:This paper describes two applied research projects that are ongoing. Specifically, we provide the background for establishing a seafood brand and consumer education program, known as Carteret Catch(TM) and for creating Community Supported Fisheries (CSFs), a direct marketing arrangement for seafood, first piloted in Carteret County, North Carolina. A social marketing approach was used to facilitate the partnerships and the behavioral changes among fishermen, seafood retailers, restaurant chefs, and the public. These projects have the potential to sustain local fishing communities and the commercial fishing industry and serve as models for other fishing communities in the United States and abroad. [PUBLICATION ABSTRACT]
ISSN:0018-7259
1938-3525
DOI:10.17730/humo.70.3.l2284858q672j47g