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Initial Market Research Lays Groundwork to Address Industry Barriers
July 25, 2024
Lead Entities: Food for Climate League
Grant Component: Market Development

On behalf of the Alaska Mariculture Cluster (AMC), Southeast Conference (SEC) contracted with Food for Climate League (FCL) to provide market research services through the AMC’s Market Development grant component. These efforts advance the goal of unlocking industry growth potential through increased demand for Alaska kelp and oyster products.
FCL’s initial market research (Task 1) developed a Research Agenda that contextualizes Alaska’s kelp and oyster markets and identifies industry stakeholders, B2B challenges and opportunities, product narratives and applications, and consumption barriers and motivators. This first step in market research will inform FCL’s subsequent work and other AMC Market Development projects.
The complete Research Agenda is available here or view chapters using the links below:
- Kelp Landscape Assessment
- Oyster Landscape Assessment
- Mariculture Narratives
- Alaska Mariculture Ecosystem Maps & Personas
- Change Readiness Assessment
- Strategies for Regional Food Identity Development
FCL has now progressed to substantive market research (Task 2), including a consumer segmentation study and foodservice and consumer packaged goods (CPG) market analysis. These deliverables will be published in late summer 2024.


Currently, Alaska’s mariculture production is dominated by oysters and kelp sold into food-related markets. AMC stakeholders are also investing heavily in non-food markets, including cosmetics, animal feed, bio stimulants, packaging, textiles, and others. Research and development efforts are underway in these areas and future marketing efforts are expected to be conducted by AMC to support non-food marketing and market research. Interested parties are encouraged to visit AMC website for updates and attend meetings of the Alaska Marketing Stakeholder Committee, which has met four times to inform FCL’s and SEC’s marketing work. Email Dan Lesh at dan@seconference.org with questions about the stakeholder committee.
About Food for Climate League
FCL is a trailblazing, women-led 501c3 nonprofit working to make climate-smart food culture the norm. FCL uses narrative and behavioral sciences to connect nutritious and sustainable foods to people’s diverse needs, values, and cultures. They are a leader in researching and promoting sustainable aquatic foods, providing keen insights into the current narratives surrounding sea vegetables and bivalves and the potential of shifting these narratives to drive demand. With their expertise, a unique network of collaborators and partners, and proven track record in decoding consumer preferences and creating strategic narratives, FCL is an ideal partner for the AMC’s Market Development grant component projects.
Background
Southeast Conference (SEC) is the federally designated Economic Development District (EDD) for Southeast Alaska, as well as the state designated Alaska Regional Development Organization. SEC’s mission is to undertake and support activities that promote strong economies, sustainable communities, and a healthy environment in Southeast Alaska.
In September 2022, Southeast Conference was awarded a $49 million U.S. Economic Development Administration (EDA) Build Back Better Regional Challenge (BBBRC) grant to catalyze a viable and sustainable mariculture industry in Alaska, supporting the production of shellfish and seaweed, for the long-term benefit of the state’s economy, environment, and communities.
SEC leads the Alaska Mariculture Cluster (AMC) grant coalition, which includes members of Alaska’s mariculture industry, tribal organizations, regulatory agencies, university system, regional EDDs, trade organizations, and others. A Governance Body, composed of AMC coalition leaders and Tribal executives from each of the project regions, guides the grant’s work and equity metrics.
The AMC has complementary grant components designed to break down barriers and develop Alaska’s mariculture industry. The Overarching Narrative explains how the grant components work together to grow the industry in an equitable and responsible manner. The full project period for the AMC BBBRC project is October 1, 2022 to September 30th, 2026.