When you know better, you eat better.
Practically speaking, domestic seafood is superior to imported seafood. The majority (90%<) of consumers prefer domestic seafood to uninspected imports raised without much oversight and with plenty antibiotics. Trouble is, that is what they think they are eating. So how do you correct a consumer misconception without depressing a marketplace? You engage emotionally with the industry and work the problem backwards.
There is pride in the Louisiana Seafood Industry. And there is a desire to support domestic fishermen and buy local. We partnered with the industry to mobilize these emotions and connect purchase to purpose. Because when you know better, you eat better.
The challenge was not having a better product. The challenge was getting people to care.