Brand Storytelling to Capture the Sustainable Consumer: A Seafood Case Study

Time: 1:15pm - 2:45pm

Location: Shoreline

Speaker(s): Angelina Skowronski of Marine Stewardship Council, Ericka Carlson of Oregon Albacore and Alanna Keiffer of Oregon Seaweed

This session will dive into the world of seafood and how CPG seafood brands highlight their unique attributes in the era of the sustainable consumer. Oregon Albacore Commission and Oregon Seaweed will share case studies spotlighting sustainable seafood products in the center aisle, deli, fresh and frozen departments. Marine Stewardship Council will share consumer insights and trends from their 2024 Globescan research. A facilitated conversation will follow where participants can share their own experiences navigating the retail environment where consumer demand for sustainability is at an all-time high. Participants will take away new ways to highlight their brand stories and/or promote brand stories in store.

 

Angelina has 10+ years of experience in the sustainable seafood space sitting on all sides of the industry from private sector to NGO and policy work. Her work has taken her from the docks of Alaska to capacity-building workshop for fisheries policy managers in Southeast Asia. She is currently the Marine Stewardship Council (MSC), where she leads the development and implementation of market-based strategies and partnerships to increase the demand and supply of MSC-certified seafood products in the region. Angelina has a BA in Political Science from San Francisco State University and an MBA & MA in International Environmental Policy from Middlebury Institute of International Studies. She resides in the Columbia River Gorge and enjoys the outdoor adventures of the area.

 

Ericka Carlson is a native Oregonian who has great pride in our region’s bounty. In 2003, after graduating from the Culinary Institute of America, NY, she returned to Portland and taught cooking classes featuring the best from local farmers, fishers, and ranchers. She enjoyed promoting our region’s products and teaching people to cook using the bounty of the Pacific Northwest. As publisher of Edible Portland magazine at Ecotrust, she continued this work telling stories of Oregon’s agriculture and fisheries. The goal of the magazine was not simply to tell these stories, but to get people to engage with the bounty of our region by getting out and experiencing our farms, ranches, and fishing communities, and most importantly to encourage people to buy Oregon products and support the livelihoods of all our producers and more broadly, our state’s economy. Ericka is currently the Executive Director of the Oregon Albacore Commission, Oregon Salmon Commission and the Albacore Research Foundation.

 

Alanna is a marine biologist and educator on the Oregon Coast. She’s spent the past 4 years working as a sales manager for Oregon Seaweed, and learning the ins and outs of the seaweed industry. She loves teaching people about the Oregon Coast and all the sustainable foods it has to offer.