Following the financial success of the 2023 Global Shrimp Forum, the Foundation has allocated surplus funds to this latest project. This research builds upon the findings of a previous study, The Future is in High Demand, published in November 2023, which explored the potential for increasing shrimp consumption in several key markets. The earlier study also examined the benefits of shrimp consumption and provided initial recommendations for structuring a shrimp promotion campaign.
The forthcoming study will delve deeper into consumer attitudes and behaviours regarding shrimp consumption, particularly within the US market, while ensuring that the findings are applicable to other regions. Key areas of investigation will include identifying target audiences, understanding the specific types of shrimp products consumers prefer, examining the occasions when shrimp is purchased and consumed, and exploring the channels through which consumers acquire shrimp. The study will also seek to understand the motivations behind consumer behaviours and identify potential barriers to purchasing shrimp.
The research will be conducted by independent strategy consultant Arnd Jan Gulmans, with the support of consumer research firm Spheric Research. The insights gained from this study are expected to inform the Global Shrimp Council's first shrimp promotion marketing campaign.
Commenting on the project, Gulmans stated, "I'm really excited to support the Global Shrimp Forum Foundation on the next step of its journey to help the industry to promote sustainable shrimp consumption. The research will help to deepen our understanding of consumer attitudes and behaviour towards shrimp consumption."
The Global Shrimp Forum Foundation, an independent non-profit organisation, was established by the Aquaculture Stewardship Council, Shrimp Insights, and Contango. Its board includes Chris Ninnes (chairman), Willem van der Pijl (managing director) and board members Esther Luiten, Jørgen J. Lund, and Johan Brouwer. The Foundation is headquartered in Utrecht, the Netherlands.
In addition to funding the new research, the Foundation has supported the introductory meetings of the Global Shrimp Council in Boston and Barcelona and will sponsor the upcoming board meeting in Utrecht during the 2024 Global Shrimp Forum. The Council, founded in September 2023 during the Global Shrimp Forum, aims to promote shrimp consumption globally. Marketing consultant Miguel Barcenas will assist the Council in recruiting an agency to execute its first consumer campaign.
David Castro, co-founder of the Global Shrimp Council, remarked, "This research will greatly support the Global Shrimp Council to accelerate the strategic design of its first marketing campaign in the US and other high-potential markets around the world. We are thankful to the Global Shrimp Forum Foundation for funding such important research efforts."
The results of the research are expected to be published by the end of 2024 and will be made available to the Global Shrimp Council, industry stakeholders, and the public. The Global Shrimp Council, which currently has over 40 members, will host a session during the Global Shrimp Forum in Utrecht, in early September 2024 to discuss these developments and encourage wider participation.
The Global Shrimp Forum is expected to attract more than 450 delegates from over 220 companies, and registration for the event remains open.