Creating Hearty Seafood Sales
February has been American Heart Month since U.S. President Lyndon B. Johnson first proclaimed it in 1964 and has been heavily promoted as such ever since by the American Heart Association (AHA). Of course, added to this month’s mix is Valentine’s Day, when it’s all about the heart as well as the upcoming season of Lent in March. This three-way intersection between heart, health, and Lent in the coming weeks presents a perfect opportunity for seafood retailers to promote their fare and create a faithful flock of seafood lovers for years to come.
Last year at this time, frozen seafood sales soared 29.1% compared to the previous year despite the pandemic. Meanwhile, according to the 2021 Food & Health Survey from the International Food Information Council, 25% of consumers are eating more fish and shellfish than they did one year ago.
Then consider these statistics.
There are roughly 51 million adult Catholics in the United States, about one-fifth of the total adult population.
More than 30 million—or six out of 10 —adult Catholics don’t eat meat on Fridays during Lent.
Heart disease kills an estimated 659,000 Americans annually and is the cause of one out of every four deaths, making it the No. 1 killer of Americans, both men and women.
To reduce the risk of stroke and heart disease, medical professionals, the AHA, and other organizations recommend eating at least two servings of seafood per week—especially those high in Omega-3 and other nutrients, such as mussels. shrimp, calamari, and branzino.
For retail seafood sellers, these figures add up to a chance to make history by setting new records for seafood sales. With this goal in mind, below are some ideas to get people hooked on seafood in February and capture their hearts all year long.
Start early. Be ready to roll with red signage and heart-filled promotions touting healthy seafood options, such as vitamin-packed, pre-portioned branzino and lightly dusted, vitamin-rich, gluten-free calamari. Follow them quickly with March campaigns touting delicious seafood meal options during Lent.
Add on the health. Healthy cooking is another central element of the AHA’s campaign. Place healthy seafood recipes on counters and other appropriate areas, such as near condiments and side dish suggestions and on freezer doors. Run specials on healthful cooking ingredients such as olive oil and spices.
Reap red-wearing rewards. Red is the color of the heart, which is why AHA encourages supporters to wear red on February 4 to help draw attention to heart disease. Offer seafood discounts to anyone wearing red, but don’t stop on the 4th. Run a different “red-wearing” buyer special each week in February to keep the momentum going.
Be inspired. Red is considered a color of inspiration, so encourage your patrons to step out of their comfort zone. Suggest and promote innovative seafood dishes that include red ingredients—everything from grilled red peppers and paprika to salsa to red beans. Of course, don’t forget old favorites, such as the tantalizing pale redness of cooked shrimp and cocktail sauce or mussels in red wine sauce.
Don’t just give up. In addition to abstaining from meat on Fridays, the Catholic church encourages followers to do good works. What can be better than helping the health of those around you? Giving up ice cream or soda can be difficult and help you lose weight but pales in comparison to serving seafood to improve your well-being and the health of others. Offer quantity discounts to encourage buyers to make sure there’s plenty of nutrient-rich seafood for gatherings of all sizes.
Keep the faith. Just because February and March promotions come to an end doesn’t mean you should stop reminding customers of the many heart-healthy benefits of seafood all year long. Affixing heart stickers to freezers containing healthy seafood options can remind shoppers of their eating healthy goals. So, too, can featuring weekly heart-healthy seafood specials.
Taking their well-being to heart will help customers remain faithful and your profits healthy.