Netting Success: Navigating 2024’s Global Seafood Trends for U.S. Exporters
U.S. seafood exports are a significant contributor to the global market, with billions of dollars in exports each year. In 2023 alone, the U.S. exported $4.7 billion worth of seafood products to international markets. Understanding the trends shaping this industry is crucial for American exporters looking to expand their reach and capitalize on new opportunities.
The Push for Sustainability
Sustainability is becoming a non-negotiable factor in
the seafood industry. International consumers are increasingly concerned about the environmental impact of their food choices, and seafood is no exception. Markets in Europe and Asia, in particular, are seeing a rise in demand for sustainably sourced seafood.
Promoting how U.S. seafood is sustainably harvested through packaging, company websites, and international trade advertising can give U.S. exporters an edge over competitors.
Food Export Seafood Trade Show at Expo Global, Barcelona Spain
Netting Success (cont.)
Navigating Global Trade Challenges
The geopolitical landscape is always shifting, and seafood trade is no exception. Trade tensions, especially between the U.S. and China, continue to create uncertainties for exporters. While some markets may become more challenging due to tariffs or changing regulations, others may open new opportunities.
For example, Southeast Asia and Latin America are emerging as significant markets for U.S. seafood, offering alternatives to the traditional strongholds. Staying informed about these shifts and being ready to pivot your export strategies can pay off in big ways.
Health and Wellness: The Seafood Advantage
Health and wellness trends are working in favor of the seafood industry. Consumers around the world are increasingly turning to seafood for its health benefits, particularly its high content of Omega-3 fatty acids, which are known for their positive effects on heart health among other benefits. This trend is especially strong in North America and Europe, where health-conscious consumers are seeking out foods that offer balanced nutritional and taste offerings.
U.S. exporters have opportunities to capitalize on this by leaning into the health benefits of their products and highlighting Omega-3 content, or other nutritional advantages.
Innovation in Product Offerings
The demand for convenience is reshaping most markets, including seafood. Busy consumers, particularly in urban areas, are seeking products that are easy to prepare and consume. This has led to a surge in popularity for readyto-eat and value-added products, such as pre-seasoned fillets, seafood snacks, and meal kits. This trend offers a chance to innovate. Consider expanding your product line to include more convenience-oriented options that not only meet consumer demand but also allow you to tap into new market segments, particularly among younger consumers who prioritize convenience and quality.
Southeast Asia and Latin America are emerging as significant markets for U.S. seafood, offering alternatives to the traditional strongholds.
Tapping into Food Export’s Seafood Program Navigating these trends might seem daunting, but you don’t have to go it alone. Food Export’s Seafood Program is designed to help you succeed in international markets with confidence. From market research and buyer connections to promotional support, the program offers a range of resources and events to help you make informed decisions and grow your business globally.
Seafood suppliers can tap into Food Export’s network of 20 market experts in a couple of convenient ways. First, Food Export offers you the opportunity to book a 30-minute Virtual Consultation with its In-Market Representatives to pose specific questions on issues like required shipping documentation or label requirements. The minimal investment in a call with an expert could be just what’s needed to avoid costly mistakes and to move forward with confidence. Another way to tap into Food Export’s inmarket experts is through a Market Scan, a comprehensive and individualized market research report. After registering for the service, a supplier will join a kick-off call with the In-Market Representative to share their market objectives, provide background on their product and company, and define the types of distributor partnerships that they are
The demand for convenience is reshaping most markets, including seafood. Busy consumers, particularly in urban areas, are seeking products that are easy to prepare and consume. This has led to a surge in popularity for ready-to-eat and value-added products, such as pre-seasoned fillets, seafood snacks, and meal kits.
looking to establish. Seafood suppliers can gain helpful insights into how product moves through a market, what competition is present, and what product forms are likely to be most in demand.
Participating in the Seafood Program gives you access to key insights and opportunities that can help you stay ahead of the curve. Whether you’re looking to enter new markets or strengthen your presence in existing ones, the program is an invaluable tool for navigating the complexities of the global seafood trade.
New Resource Spotlights Northeast Seafood Industry’s Practices for Ensuring Tomorrow’s Catch
Northeast seafood harvesters have a powerful story to tell about the measures they take to ensure a catch for next generations. To aid the Northeast U.S. fish and shellfish industry in sharing this story with overseas buyers, Food Export–Northeast has created a new digital brochure which details the sciencebased resource management practices for which the industry is globally renown.
“The region’s fisheries are sustainably managed through a distinctive science and industry partnership that incorporates transparency and traceability,” Colleen Coyne, Seafood Program Coordinator at Food Export–Northeast, said. “This science-based conservation partnership is a model many other nations have sought to follow.”
The brochure highlights resource-management strategies for three iconic species of the Northeast: American lobster, U.S. Atlantic sea scallops, and American oysters. Importers may be surprised to learn that the first conservation practices for American lobster began over 150 years ago when laws were put in place to protect egg-bearing female lobsters and those caught below a minimum size. Since that time, many additional science-based conservation methods have been employed by the lobster industry, including those that limit the number of traps each harvester can use, and traps built with escape vents to prevent capture of juvenile lobsters.
In addition, harvesters of U.S. Atlantic sea scallops demonstrate the fruits of science-based resource management. Indeed, the renewal of the U.S. sea scallop fishery has become one of the world’s best examples of how managing a fishery for sustainability has produced a healthy resource, plus increased landings and profitability. Through careful management, the U.S. Atlantic sea scallop fishery now supports the largest landings in history – and is the largest and most valuable wild scallop fishery in the world.
American oyster cultivation offers a myriad of benefits as a responsible and regenerative aquaculture practice. It helps keep waterways clean, produces high-quality protein with no input of feed or fertilizers from farmers, sequesters carbon, and strengthens shoreline ecosystems. Sustainable aquaculture helps to reduce harvesting pressure, and can even reduce disease impacts, on wild populations.
The digital format of the new brochure will allow U.S. fish and shellfish exporters to share this information easily with their global seafood importers. Importers can also use this piece in discussions with their end customers, whether retailers or foodservice outlets such as hotels, restaurants, and institutional caterers.
This new guide can be used in tandem with a range of other digital seafood importer education tools created by Food Export–Northeast in recent years. Its comprehensive seafood buyer guide site includes digital toolkits on iconic Northeast U.S. seafood species such as American lobster, U.S. Atlantic sea scallops, Jonah crab, and American oysters. These easy-to-navigate documents provide a valuable guide to the species including methods and timing of harvests, detailed information on product forms, traceability, and science-based resource management. The toolkits are supplemented with brief, informative videos featuring those partnering to safeguard current and future stocks including scientists, harvesters and foodservice sustainability experts. Food Export–Northeast encourages seafood exporters to make full use of these multimedia tools to educate buyers about the ways in which Northeast U.S. fish and shellfish products are sustainably managed.
China
US SEAFOOD EXPORTS TO CHINA
$84 billion
US Imports of Consumer-Oriented Products in 2023
China is the world’s largest producer, consumer, importer, and exporter of seafood products
$22.5 billion
value of total fishery imports in 2022
KEY EXPORT OPPORTUNITIES FOR CONSUMER-ORIENTED PRODUCTS TO CHINA
Fruit and Vegetable Juice
Poultry Meat and Products
Pet Food
Processed Fruit and Vegetables
The growing awareness of food safety is shifting some consumers towards frozen and processed seafood, though live/fresh seafood remains preferred.
U.S. exporters should focus on sustainable and high-quality products that cater to China’s increasing demand for imported seafood perceived as cleaner and higher quality.
Learn more about China in our full market profile.
TOP
Lobster Salmon (uncanned) Squid
Crab Cod
Hong Kong
Processed Vegetables & Pulses
Prepared/Preserved Seafood
$567.6 Million
Total U.S. Exports of processed foods to Hong Kong in 2023
The U.S. is the 3rd largest supplier of consumer-oriented food products to Hong Kong
Despite a population of only 7.3 million people, Hong Kong is the 10th largest export market for U.S. consumer-ready foods
Hong Kong has one of the highest per capita seafood consumption rates globally, at 65 kg per year.
Learn more about Hong Kong in our full market profile.
Squid Crab
Non-Alcoholic
Syrups and Sweeteners
Canned/Dried
Sablefish Oysters Pollock Surimi
Condiments, Sauces, Jams & Jellies
Country Profiles
Southeast Asia
Processed Vegetables & Pulses
Prepared/Preserved
Prepared/Preserved Seafood
Processed Vegetables & Pulses
Food Preparations
Food Preparations & Ingredients
Prepared/Preserved Seafood
Processed Vegetables & Pulses
Prepared/Preserved
Food Preparations & Ingredients
3rd largest import region
for U.S. Processed Food in 2023
The Association of Southeast Asian Nations or “ASEAN” comprises 10 countries – Brunei, Cambodia, Indonesia, Laos, Malaysia, Burma, the Philippines, Singapore, Thailand, and Vietnam. Across all nations of ASEAN, there is a population of over 622 million people and the region has one of the largest economies in the world.
Prepared/Preserved Meats
Processed/Prepared
Food Preparations & Ingredients
Prepared/Preserved Meats
Processed/Prepared Dairy
Alcoholic Beverages
Prepared/Preserved Seafood
Prepared/Preserved Meats
TOP U.S. EXPORTS OF PROCESSED FOODS TO SOUTHEAST ASIA IN 2023
Alcoholic Beverages
Processed/Prepared Dairy Products
Non-Alcoholic
Food Preparations & Ingredients
Food Preparations & Ingredients
Processed/ Prepared Dairy Products
Non-alcoholic Beverages
Processed/Prepared Dairy Products
Alcoholic Beverages
Processed Vegetables
Non-Alcoholic Beverages
Processed Vegetables & Pulses
Chocolate & Confectionary
Fats & Oils
Prepared/Preserved Meats
Non-Alcoholic Beverages
Fats & Oils
Fats & Oils
Syrups & Sweeteners
Fats & Oils
Alcoholic Beverages Non-Alcoholic Beverages
Prepared/Preserved
Syrups and Sweeteners
Snack Foods
Processed/Prepared Dairy Products
Food Preparations
Syrups and Sweeteners
Seafood is forecasted for high growth in the ASEAN retail sector.
Fats & Oils
Alcoholic Beverages
Syrups and Sweeteners
Prepared/Preserved
Demand for seafood products continues to rise in countries like Vietnam thanks to GDP growth and population growth.
Condiments, Snack Foods
Condiments, Sauces, Jams
Syrups and Sweeteners
Non-Alcoholic Beverages
Processed/Prepared
Learn more about the Southeast Asian market in our full Market Profile.
Snack Foods
Condiments, Sauces, Jams & Jellies
Chocolate & Confectionery
Condiments, Sauces, Jams & Jellies
Fats & Oils
UPCOMING EVENT IN SOUTHEAST ASIA
Snack Foods
Snack Foods
Alcoholic Beverages
‣ Focused Trade Mission to Vietnam for Food Ingredients, Retail, and Food Service April 2-3, 2025
Chocolate & Confectionery
Syrups and Sweeteners
Chocolate & Confectionery
Non-Alcoholic
Chocolate & Confectionery
Dairy Products Oilseeds
Product Highlights
Prepared/Preserved Seafood
From Atlantic coast of the Northeastern U.S.A. comes a bountiful fish and seafood catch that is shipped live, fresh, or frozen across the globe. North Atlantic American lobster, with its distinctive large claws, has long been a favorite of international connoisseurs, and “Boston Squid” is prized for its tender meat.
Atlantic sea scallops are highly regarded for their large size, taste, and superior quality.
Aquaculture is a growing industry in the Northeast, where a variety of molluskan shellfish and finfish species are raised in coastal estuaries and in land-based closed circulatory systems.
Food for Thought
FOOD EXPORT’S 2025 PROGRAM YEAR NOW OPEN
Food Export–Midwest and Food Export–Northeast are excited to announce that the 2025 Program Year is now open, including the 2025 Branded Program year application portal. Funding opportunities, activities, and more are now available for suppliers in Food Export’s 23 member states to review and register. Learn more about 2025 activities, education, and what’s new for the Branded Program for 2025.
With a long history and tradition of sustainable fishery management, the U.S. fisheries management system is well respected and considered one of the best worldwide.
Major Fisheries of the Region
FINFISH
• Black Sea Bass
• Monkfish
• Skate
SHELLFISH
• American lobster
• Blue Mussel
• Clams
• Rock crab
• Shortfin/ilex squid
• Dogfish
• Ocean Perch/Acadian Redfish
• Eastern Oyster
• Boston/longfin squid
• Jonah crab
• Sea Scallop
WHAT DOES THE STATUS OF MY BRANDED APPLICATION MEAN?
Branded Program applications go through a thorough, multi-level review process at Food Export. A participant can check the status of their application at any time in their Food Export portal. To help you understand what the different statuses mean as your application is reviewed, we have prepared a guide to help you understand the different statuses of your Branded Program application.
FROM THE DESK OF THE CEO
Stay informed with the latest updates from Food Export’s CEO. Each month, gain valuable insights on how U.S. agricultural exports are navigating global market trends, overcoming challenges, and leveraging opportunities for growth. Whether it’s a focus on trade partnerships, innovation, or market strategies, Brendan Wilson provides key takeaways to help exporters stay competitive in an ever-changing industry. Read his latest message here.
Success Stories
EXPORT GROWTH FOR MAINE HARVESTED SEAWEED SUPPLIER
Ocean’s Balance, a Maine-based seaweed supplier, leveraged the Food Export Branded Program to achieve impressive international growth, with significant sales increases in China and Canada. Learn more about their expansion and the innovative strategies that have positioned them as leaders in the sustainable seaweed industry in the full article.
A LOVE FOR LOBSTER
Achieving $10 million in sales, Rocky Neck Lobster Co. utilized Food Export–Northeast’s Branded Program to expand their market presence and establish eight new distributorships. Discover the strategies behind their success at Seafood Expo North America here.
BRISTOL SEAFOOD NETS EXPORT SALES
Portland, Maine-based seafood supplier increased export sales by $300,000 through strategic participation in multiple Food Export programs. Their presence at international trade shows led to 15 new foreign buyer contacts and a valuable agent relationship. Read more here.
Seafood Program Blog
NORTHEAST U.S. SEAFOOD EXPORTERS
HARVEST OPPORTUNITIES AT GLOBAL
SEAFOOD SHOWS
Two global seafood industry trade shows held each spring, Seafood Expo North America and Seafood Expo Global, bring an abundance of opportunities for seafood exporters to connect with existing international customers and build new business. Continuing a long tradition, Food Export-Northeast added value to seafood suppliers’ experiences at these shows and assisted them in gaining recognition from global buyers. Read more.
SUSTAINABLE, VERSATILE AND DELICIOUS: AMERICAN LOBSTER WOWS DINERS IN TAIWAN AND HONG KONG FOODSERVICE PROMOTIONS
Read more about how American lobster made a splash in Taiwan and Hong Kong with creative dishes and foodservice promotions that left diners craving more!
Q &A
WITH FOOD EXPORT’S BRANDED PROGRAM
Interview: The Branded Program for Seafood Suppliers
The Branded Program is a unique cost-sharing reimbursement program designed to help small-to-medium sized exporters enter and expand in foreign markets. The program offers 50% reimbursement on a variety of eligible marketing and promotional expenses.
At Food Export, we work with a variety of seafood suppliers, and seafood suppliers are eligible for the Branded Program. There are many opportunities for seafood exporters to utilize Branded Program’s funding resources.
Is this just a trade show reimbursement program?
Howard: The Branded Program can help offset a variety of expenses. It’s so much more than a trade show booth program since it tackles many facets of marketing and promotional expenses, such as online advertising on social media platforms and online markets like Amazon. A company can use the Branded Program to establish an international presence by developing their website, attending Focused Trade Missions, doing circular advertising, as well as advertising in magazines, billboards, and temporary displays in retail stores or restaurants. Companies can also use the program for in-store demonstrations and giveaway items. These are just some of the costs that a company could pursue, which initially may not seem like actual marketing strategies that can be reimbursed.
What is a unique marketing activity you have seen in the Branded Program that is a part of the Foodservice Industry?
Molly: Although not seafood related, one of my favorite promotions that we've ever supported was for a pickle company out of Michigan. This company sells specialty pickles to restaurants and other foodservice outlets. In New Zealand, they do an annual promotion called The Great New Zealand Toastie Takeover, which is where any restaurant that uses their pickles can apply for the best sandwich or for the best “toastie.” Many restaurants apply to participate in this contest. They do a ton of fun branding around this event, which in turn supports the pickle company, but also supports the restaurant industry in New Zealand.
This marketing strategy was super cool, particularly in the pandemic because it supported an industry that was suffering at that time. This pickle company passed the expenses through their importer and then to the Branded Program for reimbursement. The importer had to pay for things like the branding for the Toastie Takeover, which included a website, logo and more. They hired a photographer who took beautiful pictures of all the sandwiches that were in the contest. And they also put together a robust social media campaign that included influencers and the individuals who tried out the sandwiches in the contest. It was a variety of expenses that came up that the pickle company was able to be reimbursed for.
How can the program benefit your international seafood buyer with their marketing plans in the foreign country?
Molly: Having a U.S. company put on a marketing promotion is great, but it also can be quite difficult to manage the day-to-day of that process. We often encourage seafood businesses to consider having an importer or
foreign buyer do the promotion on their behalf. Importers and buyers understand the market well. They know what promotions will impact consumers in that market or what might serve the industry best.
When working with an importer, we advise companies to consider having a marketing budget. This can be small. Maybe it's a $5,000 or $10,000 budget that the company or importer can use to put on an event, such as a tasting or a contest like the pickle company mentioned earlier. There are a lot of different aspects of a promotional campaign that the importer can do, and they would handle the work. Its important to keep in mind that we only reimburse the U.S. company. This means that Food Export’s Branded Program needs to see the U.S. company pay the importer back.
We find that these types of promotions lead to great market growth for businesses and are a smart addition to a company’s long- term partnership with that importer.
How can the Branded Program support my packaging expenses?
Howard: Packaging charges in relation to the requirements of a specific foreign market are eligible for reimbursement. For example, costs associated with the design, production, printing of foreign market-compliant labels, and labor costs (if outsourced) are all eligible.
For all charges related to creating foreign market-compliant packaging and labeling, whether it’s translations, design, compliance consulting, or production, we require photos or mock-ups. These need to clearly show the elements in the design which were done to create compliance with the importing regulations of the foreign market. In addition to that, a valid U.S. origin statement must be present on all product packaging and labeling.
How can I educate staff and buyers about my products?
Howard: A great way to educate staff and buyers is by conducting a technical seminar. Non-travel related expenses related to the production of seminars and educational training for international audiences are also eligible for reimbursement, such as the room rental, brochures, and interpreters. And please be aware that in addition to the standard proof of activity for this event, you must provide a list of attendees.
We are gearing up for the upcoming Branded Program year. We are working with both returning and new seafood companies. And we are optimistic that some of these untapped expenses will be part of your marketing plans for 2025. It’s an exciting time to get into the brand new program for 2025!
Thank you to the Food Export Branded Program staff for their insight!
You can always contact staff with questions:
Molly Burns Branded Program Director for Food Export–Midwest and Food Export–Northeast
Howard Gordon Branded Program Manager for Food Export–Northeast
Check out this video to learn more about the Benefits of the Branded Program for Seafood Suppliers.
Empower Your Export Journey with Food Export’s Comprehensive Resources
Food Export maintains a vast database of tools and resources to help you kickstart and supercharge your export journey. You don’t need to Google “how tos” and filter through complex articles and databases of content. Go right to the source and pick the content that’s right for you and what you need.
Exporter Education
UPCOMING WEBINARS
You Can’t Manage What You Can’t Measure: Using “UTO” USA Trade Online Unlock the full potential of your export data- we’ll show you how to use HS codes and USA Trade Online to gain critical insights into your market performance at no cost.
How To: Preparing to Meet with Foreign Buyers Dennis Lynch shares expert tips on how to confidently prepare for and approach meetings with international buyers, whether you’re new to exporting or just looking for a refresher.
Understanding the U.S. Japan Free Trade Agreement – USJTA Get an in-depth review of the United States-Japan Trade Agreement (USJTA) rules of origin and the necessary documentation to ensure your products qualify for duty-free or preferential tariff access when exporting to Japan.
Sharpen Your Approach to International Leads
Learn the essential steps for generating and managing quality trade leads to grow your export business, from evaluating leads to prioritizing and executing effective follow-up strategies.
RECORDED WEBINAR
Every Dollar Counts – Maximize Your Marketing Budget
Foreign Packaging and Labeling: Learn how to properly submit a foreign packaging and labeling claim.
Market Builder: Flexible, customized research to help you discover new distributors and importers.
Upcoming Activities
Food Export-Midwest & Food Export-Northeast CEO/Executive Director Brendan Wilson, Food Export Seafood Program Coordinator Colleen Coyne, and Food Export-Northeast International Marketing Program Manager Benjamin Cortese on a Seafood Trade Servicing trip to Maine in mid-September. Wilson, Coyne, and Cortese also visited Massachusetts and Rhode Island.
Learn more about the markets and product categories discussed in this issue at these upcoming events!
‣ Seafood Buyers Mission at 2025 Seafood Expo North America Boston, Massachusetts | March 15, 2025
‣ Seafood Trade Show at 2025 Seafood Expo Global Barcelona, Spain | May 6-8, 2025
‣ Food Show PLUS! at HOFEX 2025 Hong Kong | May 14-16,2025
‣ Food Show PLUS! at SIAL China 2025 Shanghai, China | May 19-21, 2025
‣ Focused Trade Mission to China for Retail and Food Service Shanghai and Hangzhou, China | August 11-13, 2025
‣ Focused Trade Mission to Hong Kong for Retail and Food Service Hong Kong | August 14-15, 2025
‣ Food Show PLUS! at China Fisheries Show 2025 Qingdao, China | September 3-15, 2025
‣ Food Show PLUS! at Seafood Expo Asia 2025 Singapore | September 11-13, 2025
If you are a buyer or a seller interested in participating in any of our in-person events and learning more, please contact info@foodexport.org.
Global Food Marketer™
FOOD EXPORT ASSOCIATION OF THE MIDWEST USA® AND FOOD EXPORT USA®–NORTHEAST
We are non-profit organizations comprised of state agricultural promotion agencies that use federal, state, and industry resources to promote the export of Midwestern and Northeastern food and agricultural products.
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA.
Brendan Wilson
Chief Executive Officer/Executive Director
Michelle Rogowski
Chief Operating Officer/Deputy Director
Laura England
Chief Communications Officer/Deputy Director
Teresa Miller
Chief Program & Partnership Officer
Gina Donio
Marketing & Communications Manager
FOOD EXPORT ASSOCIATION OF THE MIDWEST (FOOD EXPORT–MIDWEST)
309 W. Washington St., Suite 600 Chicago, IL 60606 USA tel: 312.334.9200 • www.foodexport.org
FOOD EXPORT USA–NORTHEAST (FOOD EXPORT–NORTHEAST) One Penn Center, 1617 JFK Blvd. , Suite 420 Philadelphia, PA 19103 USA tel: 215.829.9111 • www.foodexport.org
Food Export–Midwest and Food Export–Northeast administer many services through Market Access Program (MAP) funding from the Foreign Agricultural Service (FAS) of the USDA. Persons with disabilities who require reasonable accommodations or alternate means of communication of program information should contact us. Additionally, program information may be made available in languages other than English. Food Export–Midwest and Food Export–Northeast prohibit discrimination in all their programs and activities on the basis of race, color, national origin, religion, sex, gender identity (including gender expression), sexual orientation, disability, age, marital status, familial/parental status, income derived from a public assistance program, political beliefs, reprisal or retaliation for prior civil rights activity. To file a program discrimination complaint, go to https:// www.ascr.usda.gov/filing-program-discrimination-complaint-usda-customer. Food Export–Midwest and Food Export–Northeast are equal opportunity employers and providers. Food Export–Midwest and Food Export–Northeast do not tolerate fraud and are vigilant in preventing fraud in any of their programs. Food Export–Midwest and Food Export–Northeast reserve the sole right to accept or deny companies into their programs. For complete participation policies and our code of ethics, visit: www. foodexport.org/termsandconditions. Global Food Marketer
