Professors Daniel Bennet and Phillip Walsh of the University of Miami revealed at the Boston Seafood Show this month that the extended seafood industry is at a “tipping point” with farm-raised fish that offers supermarket operators an excellent opportunity for growth. The presenters highlighted that Hispanic supermarkets can significantly enhance seafood department performance by strategically promoting aquaculture products alongside traditional offerings, leveraging cultural connections while addressing sustainability concerns.
The two academics led a session titled “Supermarket Seafood Is Broken. How to Fix It,” in which they reviewed the root causes of the department’s relative stagnation in volume growth and shared the corrective actions necessary to make supermarket seafood successful.
Cultural Integration Through Aquaculture Offerings
According to strategy consultancy L.E.K. Consulting, as the U.S. Hispanic population grows to a projected 74 million by 2028 with increasing purchasing power, Hispanic supermarkets can implement a few key strategies to improve the performance of their seafood departments.
According to the Collage Group, a Bethesda, Md.-based consumer research firm, multicultural shoppers account for 25-30% of seafood counter visits compared to 15% of white consumers. Hispanic shoppers value seafood’s role in religious traditions and family celebrations.
Suggested Tactics Hispanic Supermarkets Can Try Out Include
- Stock aquaculture-raised varieties of culturally significant species like tilapia (mojarra) and shrimp (camarones).
- Develop prepared foods using farmed fish for traditional dishes like ceviche and paella.
- Pair aquaculture products with authentic seasonings and cooking accessories.
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Sustainability Storytelling
While a 2024 Science Advances study revealed aquaculture’s wild fish input ratios are 27-307% higher than previous estimates, retailers can promote improved practices like third-party verification of responsible farming, reduced marine ecosystem impact, and support for circular economy practices.
The Global Seafood Alliance’s 2023 campaign demonstrated that certified products drive sales, generating 2 billion media impressions and 1.8 million social media engagements.
Other tactics that can also help seafood department performance include implementing programs on whole fish preparation techniques like scaling and gutting, combining fresh aquaculture products with culturally relevant frozen options (e.g., value-added shrimp rings) and shelf-stable traditional ingredients, and highlighting aquaculture advantages in Spanish and English.
Operational Enhancements in Hispanic Supermarkets
The session also advised Hispanic supermarkets to collaborate with certification groups like BAP for co-branded promotions, work with local chefs for cooking demonstrations using farmed species, and partner with aquaculture suppliers to develop Hispanic-preferred varieties.
Experts say retailers should balance cultural authenticity with supply chain realities by sourcing niche species through specialty distributors and using dynamic pricing models for premium aquaculture products. They should also consider implementing educational materials to address food safety concerns.
According to L.E.K. Consulting, the opportunity is significant – 45% of Gen Z consumers prefer Mexican-inspired cuisine, creating demand for innovative aquaculture applications in traditional recipes.
The academics from the University of Miami said that Hispanic supermarkets can capture this growing market while contributing to long-term marine conservation efforts by positioning farmed seafood as both culturally authentic and environmentally conscious.