On behalf of the Alaska Mariculture Cluster (AMC), the Alaska Mariculture Alliance (AMA) and Southeast Conference (SEC) have launched a robust marketing program to increase awareness, demand, and long-term market opportunities for Alaska’s growing mariculture industry. Funded through the AMC’s Market Development grant component, the AMC Marketing Program will promote seaweed and shellfish products to key buyers, chefs, retailers, influencers, and other industry stakeholders across the U.S.

The AMC Marketing Program is being advanced by Tastemaker Comms in partnership with Rising Tide Communications – two experienced firms with extensive backgrounds in seafood marketing, brand development, and campaign execution. Work will begin in July 2025 and continue through September 2026, with activities spanning Alaska and key Lower 48 markets, including food, agriculture, bioplastics, cosmetics and others.

Investing in Growth, Identity, and Access

The AMC Marketing Program was developed in response to strong industry demand for collective marketing resources, improved market access, and modern promotional strategies that reflect the values and potential of Alaska mariculture. While Alaska’s mariculture sector – primarily focused on oysters and kelp food products – is still in early stages, it has a strong trajectory as a triple bottom line industry – driving economic growth, supporting coastal communities, and advancing environmental resilience.

Tastemaker’s work is structured in two overlapping phases:

• Phase 1: Foundation & Framework will develop a brand identity and media and promotional assets for Alaska’s mariculture industry. Deliverables include professional photo and video shoots, a digital media library, and a suite of collateral such as buyer’s guides, fact sheets, and recipe cards.
• Phase 2: Market Activations will bring these tools to life through a series of high-impact events and campaigns, including participation in tradeshows, culinary festivals, and other events, in and outside of Alaska. Familiarization tours (FAM tours) are also planned to introduce key buyers, retailers, and media to Alaska mariculture first hand and build champions for future growth and sales.

Additional outreach may include influencer seeding campaigns, strategic paid and earned media coverage, and collaboration with industry panels, organized by AMA for guidance and strategy. The plans outlined below are preliminary and subject to change based on industry feedback.

Advancing a Sustainable and Equitable Industry

The AMC Marketing Program is a core part of the $49 million U.S. EDA Build Back Better Regional Challenge (BBBRC) grant awarded to SEC in 2022. Through this federal investment, SEC is coordinating a coalition of Alaska Native organizations, industry leaders, universities, economic development districts, and state agencies to scale a viable, sustainable, and equitable mariculture industry statewide.

By supporting better storytelling, industry visibility, and access to key markets, the AMC Marketing Program will unlock new market opportunities for Alaska’s seaweed and shellfish products and serve as a cornerstone for increased sales, awareness-building, and cross-sector collaboration.

Related:
Food Sector Market Research by Food For Climate League

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.