Carteret Catch™: Raising Awareness of Local Seafood through Community and Business Partnerships

This paper provides the background for establishing a seafood brand and consumer education program, known as Carteret Catch™ and for creating Community Supported Fisheries (CSFs), a direct marketing arrangement for seafood, first piloted in Carteret County, North Carolina. A social marketing approach was used to facilitate the partnerships and the behavioral changes among fishermen, seafood retailers, restaurant chefs, and the public. These projects have the potential to sustain local fishing communities and the commercial fishing industry and serve as models for other fishing communities in the United States and abroad.