The Seafood Counters Are Failing Us… But Wait, Are They?

We recently listened to a panel of industry voices discussing the pitfalls and opportunities in seafood marketing. One of the comments was:
"Seafood counters are failing us."

This was followed by a push for subscription models and direct-to-consumer (DTC) sales. And while those sales avenues are valuable, we couldn’t help but wonder…

Are seafood counters really failing us?

Or is the seafood industry failing them?

General grocery store retail is still the front line, but how much are we showing up to support them when it comes to actually getting fish into peoples shopping carts? While DTC and subscriptions are great options for those with access and a reasonable seafood comfort level, most consumers still shop for seafood at their local grocery store. And yet, those seafood cases, one of the most direct touchpoints between industry and consumer, are often shockingly underwhelming.

If you work in seafood, you probably can’t help but check out the seafood counter when you shop. Even if you’re not making a purchase, it’s nice to be in the know, you know? You scan the prices, note the country of origin, check for labeling missteps (we can’t help it), and see if there’s any trace of brand identity to be found. Perhaps you do an experimentation inquiry and are met with a well-meaning but confused employee who doesn’t have the answers. More often than not, it’s overall a disappointing scene.

We’re not talking about specialty fish markets here, where they often have trained and proud staff willing and excited to share stories and information about their products. We’re talking about your run-of-the-mill everything shop where most people are heading to collect all their weekly provisions in one go. 

It’s easy to blame the grocery stores, the managers, or the system (and yes the system does suck but that’s a much larger set of problems, we’re working with what we’ve got here), but the truth is:

🛑 We have not made retail a priority.
🛑 We have not made seafood easy for retail staff to sell.
🛑 We have not set clear expectations or provided the tools to improve the consumer experience.

And because of that, seafood ends up taking a backseat to proteins with far stronger retail presence. If we want to change the narrative of "retail isn’t working for us," we need to put some effort into making it work. 

Where the Industry is Falling Short

Seafood is consistently an afterthought at retail. Not because it’s not valuable, in fact that’s part of the greater challenge - communicating the value. The overarching issue is that it’s not treated with the same intentionality as other proteins while also being the most foreign and misunderstood.

• There’s no cohesive retail strategy. Beef, poultry, and plant-based alternatives all have strong branding, messaging, and merchandising strategies at retail. Seafood? Not so much.

• Seafood is intimidating to consumers. Seafood by nature is intimidating. The very fact that it comes from a place in the deep that we can’t see, and most people have no access to, creates barriers. Without clear visuals, messaging, and educated staff, most shoppers default to "what’s easy" and usually that is not seafood.

• Retail staff are not equipped to sell it. A seafood counter employee often has next to zero seafood training beyond the basic handling tasks required to get the physical product into the customers hands. They don’t know the sourcing story, cooking tips, or even the difference between farmed and wild. Retail is also known for high turnover and a training ground for youth to get their feet wet. We’ve all got to start somewhere, but the kids behind the fish counter are definitely not being set up for success in the seafood arena, and it’s not benefiting the seafood itself.

Meanwhile, other proteins have full-blown retail education programs. Ever asked a butcher about steak? They’ll happily give you a breakdown of cuts, aging methods, and cooking techniques. That's the ROI on training investment at work. If we expect seafood counters to help drive sales, we have to help them help us.

Retail Needs Partnerships

We can’t think of retail and restaurants as the end stop to do our bidding. These are the people who engage with consumers daily spreading information, or misinformation or “Sorry, I don’t knows”, to whom we have handed a complex set of products and neglected to set up for success. If we want the front line to be better at selling seafood, then we need to treat them like partners. The more we collaborate, the better the outcome.

• Support Investment in seafood counter staff training.
  If we’re willing to send chefs to Alaska to learn about sourcing, why aren’t we putting that same energy into the people actually selling seafood every day?

• Set clearer expectations for retail displays & handling.
  We expect chefs to handle seafood correctly—why not grocery stores? Let’s define what "good" looks like and set those expectations upfront.

• Bring brand presence into grocery stores.
  Branded packaging. QR codes leading to quick recipe videos. Store signage that actually explains the seafood case instead of leaving consumers guessing. These things work. Couple them with a knowledgeable staff member and we will see positive change.

Making Seafood Work For Retailers.

Retail staffing is a challenge. Training takes time and money and staff turnover at grocery stores is high. Seafood can’t rely on every new fishmonger and staff member getting a deep dive education on their products because, frankly, that’s not the retailer’s priority. So how do we make seafood stand out no matter who’s behind the counter? We build branding and product visibility that can hold up with or without staff knowledge.

• Clear, recognizable branding. Strong visuals on packaging that draws the eyes, signal quality, and show attention to detail and intentionality. Buying fish is already a challenge for a lot of people, and no one wants to buy something in a half-baked, weak looking package that looks like it just came off a generic processing line.

• Smart labels. QR codes linking to easy-to-read info sites with sourcing stories, sustainability details, and recipes. The largest demographic of people shopping for household groceries are the same people who check the menu of a restaurant before they go and will read 100 reviews before clicking ‘purchase’. We want to know what’s going on behind the scenes.

• Retail-ready storytelling. We need to showcase clear messaging that makes seafood feel approachable and inspiring to the everyday consumer, right where they’re making their purchasing decision.

If we want seafood to sell itself, we need to make it easy to choose and easy to use. By crafting on-site marketing systems that connect with consumers, it means that even if the new guy behind the counter doesn’t have all the answers, the seafood still speaks for itself.

At the end of the day, best-selling brands don’t just rely on shelf space, they make themselves into endearing, unforgettable experiences.

Restaurants as a Frontline for Seafood Retail

Retail isn’t the only front line for seafood. Restaurants play a massive role as well and, for many consumers, restaurants are the first place they try new seafood. If they have a great experience, they might start seeking it out at retail. If not, they won’t.

Bridging the gap between restaurants and retail would benefit the front line establishments along with the seafood industry as a whole, and it’s worth investing in.

• Brand partnerships - Everyone we know follows at least one chef, restaurant, or foodie influencer on social media. And if not, something pops up on the For You Page the second you look up anything recipe related. Collaborating with restaurant chefs and foodie influencers to promote retail products brings seafood intrigue into view that translate into restaurant selections  (e.g., "Try this at home" recipe cards or take-home seafood kits).

• Sampling & exposure - Restaurants could be a testing ground for up-and-coming seafood species or preparations that translate well into the home (poke bowls anyone?), priming consumers for future purchases.

• Education crossover - If chefs and servers are prepared with the right knowledge points and the awareness to counter questions of concern, they can introduce consumers to new preparation styles of seafood, retailers can reinforce it with complementary products (e.g., spice blends, marinades, pre-portioned cuts).

The more we think of restaurants + retail as a continuous seafood experience, the better shot we have at building long-term consumer loyalty.

Taking Responsibility and Action - We’re not Far Off

Seafood counters aren’t failing us, but we can’t count on someone else to do all the work for us. It isn't a ‘drop product and it’s your problem now’ situation - not in our society of conscious consumers, and not with a product as complex as seafood.

If seafood is going to compete at retail, we need to educate, invest, and set expectations so our products actually get moving. We know seafood’s worth, and we need to encourage the folks at the front to share the same message. The big, and very achievable, takeaways

✅ Retail seafood needs more than a product—it needs a plan, created and curated by us to make it easy for them to sell more seafood.
✅ Grocery store staff need more than a paycheck—they need knowledge.
✅ Consumers need more than options—they need confidence.

Seafood is THE value product, so let’s show consumers what it’s worth and make it as easy to buy as every other protein in the case. And if you’re ready to step up to the plate make your seafood stand out where it matters most—we can help.