- Division of Marine Fisheries
The Division of Marine Fisheries Seafood Marketing Program seeks to increase consumer awareness and preference for local seafood products. The program supports the state’s commercial fishing and seafood industries and communities. Here are a few of our latest efforts.
Social Media Delivers Meal Inspiration!
The Seafood Marketing Program partnered with New England registered dietitian, seafood enthusiast, and seafood cookbook author Jenny Shea Rawn for a new six-part series of holiday recipes featuring Massachusetts seafood. Through this collaboration, we hope to inspire holiday celebrations with sustainably sourced and nutrient-rich seafood to support our commercial fishing and seafood industries and communities.
Earlier this year, the Seafood Marketing Program also started its first paid social media campaign. Capitalizing on the growing protein craze, the campaign targeted in-state consumers interested in health, wellness, exercise, and muscle-building. Over 100,000 impressions were made via Facebook, Instagram, and Reddit over the three-week campaign.
Productive Shows, Expos, and Partnerships
The Seafood Marketing Program attended four notable shows during the first half of 2026. Each event provided an opportunity to target a specific audience.
In March, DMF brought awareness to Massachusetts seafood business and products by clustering a “Massachusetts Avenue” at the Seafood Expo North America. This massive annual event at the Boston Convention and Exhibit Center draws buyers and distributors from around the world and creates unique opportunities to connect with local and global vendors alike. Following the Expo, we found that there was a strong interest in strengthening our partnership with local business into a DMF-led Massachusetts exhibitor booth for 2027. The Seafood Marketing Program is working with vendors to refine a strategy for upcoming years. We also had the opportunity to take part in a panel at the Expo, where we worked alongside regional seafood marketing teams to deepen our collaborations.
Later in the spring, we attended the New England Bar and Restaurant Show at the same venue, where we fostered collaborations and committed to working with six local businesses as part of the Massachusetts Seafood Pavilion at the 2027 show. These partnerships will help support local seafood businesses to reach new markets, customers, and collaborations.
The Seafood Marketing Program also took part in the Massachusetts Farm and Sea to School Conference at Smith College in March, where we connected with school food service directors, teachers, and institutional buyers to better understand how institutionalized Massachusetts seafood could help bolster demand. We had the chance to deepen partnerships with the John Stalker Institute at Framingham State University, and with the Massachusetts Farm and Sea to School and Metropolitan Area Planning Council.
We are excited to begin our partnership with the Massachusetts Office of Travel and Tourism (MOTT), beginning with attending the Massachusetts Governor’s Conference on Travel and Tourism, held in Danvers in March. DMF will work with MOTT on social media, blog, and video collaborations, as well as build interest in a future Massachusetts Seafood Trail as a tool to connect the public with local seafood.
By Wendy Mainardi, Coordinator of Seafood Marketing Program
