The SEG 2025 Forecast: Why Brave, Kind Communicators Will Shape the Future of Seafood

Seafood Expo Global/Seafood Processing Global is back in Barcelona this week. It’s the largest seafood trade event in the world where previously unmet partners finally connect face to face, deals are made, and the future ideas of seafood take shape.

As we kick off the week, we wanted to share what we’re predicting (and hoping) to see at this year’s show.

We anticipate more out-of-the-old-box creativity, a deepening of collaboration, and more brave communication, both inside and outside of the industry. Let's stick with that last one, because brilliant marketing, strong partnerships, and memory-forming seafood moments all begin with someone choosing to communicate clearly, bravely, and in ways that invite connection. This goes for all levels along the value chain from producers, to processors, to consumer facing brands—how you tell your story, and how willing you are to meet others where they are in your communications, can change everything.

But even though this is a global gathering on a grand scale, the seafood industry can still take a cue from a much smaller, more humble moment of success.

A few days before the show, one of our team took a pre-conference sojourn to the sanctuary of Montserrat, trading the din of La Rambla for sweeping views of the Pyrenees and the pastoral peace of Cataluña’s hinterland. Perched below the 15th-century monastery, a tiny farmers market was set up—just eight stands selling similar fare: cheese, honey, nougat, and dates. At first glance, they all offered the same thing. But one of them drew a crowd.

Why?

After a brief interaction (and an inordinate amount of cheese purchased), the reason became clear: that vendor communicated. Loudly and proudly, they called out the languages they spoke—Catalan, Spanish, English, French, German—welcoming people in with warmth and clarity. They weren’t selling anything different. They were just making it easier for people to say yes.

Their openness broke the barrier of hesitation. Especially in a region not always known for the most tourist-friendly vibes, that willingness to reach out made all the difference.

“Communicating better serves us all,” the farmer, a native of the region, shared. “My customers, they get to have the things they want but would feel intimidated to approach without the language. And I sell all my products, my farm gets to keep running.”

It’s really that simple.

When you show up with a willingness to reach across barriers and meet people where they are, you create an atmosphere for safe communication, build trust, and make the sale.

In seafood, this might look like training restaurant staff to explain menu items clearly and kindly. It could be showing up on social media where younger generations are already listening, or at events where they’re already having fun. It could mean tuning in more deeply to what matters most to your audience—and choosing to speak in a ‘language’ that may not come naturally, but builds connection.

This is what we hope to see more of played out on the seafood stage, in our B2B relationships, and with the people who our industry relies on most in the end: people choosing seafood.

In an industry navigating new barriers, changing trade realities, and consumer skepticism, we believe the future belongs to the communicators. The ones who are willing to reach across divides, speak their customers' language (sometimes literally), and make seafood accessible, trustworthy, and exciting.

The greater our willingness to communicate, the stronger we all become.

Welcome to Seafood Expo Global 2025. Let’s talk.