352-273-2598 ashleynmcleod@ufl.edu

Research: Food

Seafood Consumption Marketing & Message Testing

About the Project

Funded by: Florida Department for Agriculture and Consumer Services
The Florida Department of Agriculture and Consumer Services requested the PIE Center assess targeted consumer perceptions of potential messaging strategies related to the Bureau of Seafood and Aquaculture Marketing’s Gulf Safe seafood campaign. The research enabled FDACS to focus more directly on a specific target audience consistent with the Gulf Safe campaign objective of increasing the purchase and consumption of Florida Gulf seafood, as well as reassure the public of its safety. Participants in the focus groups were asked about their seafood purchasing behaviors and their responses to different seafood marketing concepts and logos.