Overview
For more than a decade, Ramey has worked with The Catfish Institute (TCI) to elevate the culinary brand position of catfish. From inspiring consumers to try new recipes to changing legislation about catfish labeling and ensuring consumers check for the U.S. Farm-Raised seal, Ramey has helped raise the profile of U.S. Farm-Raised catfish on restaurant menus and at the seafood counter.
Insight
U.S. Farm-Raised Catfish offers a clean, healthy and sustainable protein. Its consistent mild flavor works with countless recipes and cooking styles. But most consumers thought of catfish as a fish that is only fried. Additionally, cheaper (and, in many cases, toxic) imported catfish and catfish-like options were flooding seafood counters and sneaking on to restaurant menus.
Approach
Partnerships with celebrity chefs like Cat Cora and well-respected nonprofits like the Monterey Bay Aquarium increased awareness and credibility of U.S. Farm-Raised Catfish among consumers and chefs alike. Meanwhile, a “Country of Origin” labeling initiative and consumer awareness campaign also educated consumers about the importance of seeking the U.S. Farm-Raised seal. Ongoing recipe development encourages converts to try catfish in new ways.
