Shrimp exporters try 'avocado strategy' to push demand

A group of shrimp exporters has been backing marketing initiatives to popularize shrimp consumption, inspired by a successful strategy from Mexican avocado producers, but questions linger about the plan's feasibility, sources said.

The Global Shrimp Council, an association founded in late 2023 with the purpose of publicizing shrimp and supported by exporters, has launched a marketing campaign to promote the product, aiming to replicate the "avocado strategy" -- a marketing effort to increase consumption primarily in the US.

"There is a lack of knowledge of shrimp's nutritional benefits, easiness of preparation and its real cost," Miguel Bárcenas, a consultant who joined the council told Platts on March 25. Bárcenas was behind the campaign and trademark "Avocados from Mexico" in the US and other countries years ago.

The shrimp marketing strategy was unveiled in mid-2024 during an industry event in the Netherlands. More recently, an advertising campaign was launched on the sidelines of the 2025 Seafood Expo North America in Boston on March 16. In the event, the council showed some small actions taken so far: a handful of social media posts and some outdoor advertising. As a next step, it proposes to ramp up efforts and carry out a social media campaign promoting shrimp consumption and easy-to-make recipes.

"You will continue to see our advertisements on Instagram, TikTok, LinkedIn, Facebook, and Youtube, and we are planning to collaborate with social media influencers in the upcoming months," Gabriel Luna, co-founder of the council, said at the event.

"They project an advertising budget of $2 million, with 36% allocated to the US and smaller portions designated for France, Spain, and Italy. Additionally, 10% of the budget is earmarked for management expenses."

They project an advertising budget of $2 million, with 36% allocated to the US and smaller portions designated for France, Spain, and Italy. Additionally, 10% of the budget is earmarked for management expenses. "The only problem is, we don't have yet the $2 million," Luna said.

The council's main funding source will be paid membership, which will give members access to the brand, logo, and the "happy protein" slogan. The idea is to create a single brand that encompasses different producers. "The consumer is more interested in the nutritional and cooking value of the shrimp, and not the individual differences of each brand," Bárcenas said.

As of March 27, the council had 70 members, including 15 companies that recently joined after the campaign launch. The association calculates it needs to gather at least 250 paying members this year to reach its funding goal.

Some shrimp exporters have shown optimism about the plan's possible results but are cautious about its feasibility. "It is a good idea, but it will be difficult to obtain funding," an exporter said.

Avocados from Mexico

To Mexican avocado producers, their marketing campaign was vital to boosting the industry to another level. The effort reunited dozens of Mexican packing companies who joined together to carry out marketing actions and promote consumption. It took several years for the efforts to come to fruition, but avocados became a part of the daily lives of several Americans, being also associated with Mexico.

"In the minds of the American public, awareness that avocados come from Mexico increased from 25% to 90% thanks to the campaign," said Adrián Iturbide, former president of the Mexican Avocado Producers' Association, or APEAM.

Annual per capita consumption of avocado in the US rose from 1.6 pounds in the 1990s to an average of 8.3 pounds between 2018 and 2022.

When US borders opened to Mexican avocado imports in 1997, only 4,128 mt were sold. At the time, Mexico-based producers often discarded large volumes of fruit because prices were lower than production costs. In 2023, In 2023, avocado imports reached a record high of 1.12 million mt.

Other challenges

Besides getting funding, the strategy could face other challenges, such as the fact that shrimp can be easily replaced by other proteins.

"People don't think twice in including beef or chicken in their supermarket list, but shrimp is still a purchase made by impulse," Bárcenas said. "There is a lack of knowledge of its benefits, ease of preparation, and real price," he added.

Currently, the main factor in shrimp consumption is disposable income, according to Max Bouratoglou, seafood analyst at S&P Global Commodity Insights. "As individuals and households become wealthier, they often have more disposable income to spend on premium products, including higher-quality seafood or more value-added products."

The US imported 692,925 mt of frozen warm-water shrimp in 2021, according to the National Oceanic Atmospheric Association, compared with 581,814 mt in 2024. The average CIF import price fell from $9.18/kg to $7.99/kg in the same period.

In the first months of 2025, strong shrimp shipments have led to rising inventories in the US and other markets, thus pressuring prices for several shrimp sizes, according to sources. Platts assessed CIF New York PDTO, individually quick-frozen, 16-20 count/lb shrimp at 9,700/mt ($4.40/lb) on March 26, unchanged from the previous day, but down from $10,913/mt on Jan. 2. Platts is part of Commodity Insights.

With Ecuadorian shrimp production estimated to grow further in 2025, exporters will likely continue experimenting with strategies to influence consumers and boost demand.