THE US port New Bedford, which claims to be America’s seafood capital, is rebranding its image so it can take its message to the rest of the world.
The Harbour Development Commission at the Maryland centre has unveiled its newly created brand which it hopes will give this historic harbour – it was been a fishing port since the early 1600s aftger the Pilgrim Fathers landed nearby – a higher profile.
New Bedford’s Mayor Jon Mitchell, who also serves as Chairman of the Commission (HDC) said: “As America’s top grossing commercial fishing port and largest seafood processing center, New Bedford can rightfully claim the title of America’s Seafood Capital. But we need to do a better job proclaiming our status to the rest of the world, and that’s where this campaign comes in.”
New Bedford is the number one value fishing port in the nation generating economic activity in excess of $9.8 billion and related employment of more than 36,000 people The fishing fleet of 500 lands over 122 million pounds (lbs) of product annually leveraging $322 million in direct sales.
The HDC hired the communications company Moore & Isherwood Communications to develop the logo, which features the ever-familiar western rig fishing vessel, the backbone of the Port of New Bedford’s successful commercial fishing industry.
Port director Ed Anthes-Washburn said: “Outside of our region few people know how important New Bedford and our fishing industry is to providing sustainable, fresh, delicious fish to buyers and consumers everywhere.The fishing industry and our waterfront is the cultural, economic and political centre of our region. We think it’s important to showcase New Bedford’s seafood at the same level as other brands like Alaskan salmon or Maine lobster.”
In addition to the logo, the HDC worked with students from UMass Dartmouth’s Charlton College of Business and Moore & Isherwood Communications to develop a website where national and international buyers can browse all of New Bedford’s processors and fish houses, and the seafood they sell.
In the future, the HDC has plans to work with local restaurants and fish markets to further identify locally-landed fish and seafood for local residents in an effort to highlight some of the underutilized species, or less popular fish, that are landed in local waters.
Ed Anthes-Washburn added: “Wild-caught seafood landed in New Bedford is among the last wild protein available to consumers. It’s healthy, sustainably managed, and by purchasing it you’re supporting local fishermen that reinvest in our communities.”