Publication:
Lessons Learned Marketing Seaweed Products in the U.S. 2024
Seagreen Insights, a non-profit organization based in California, USA, has released a new report on marketing seaweed in the U.S. that represents an evolution in the body of research on seaweed markets. The report, “Lessons Learned Marketing Seaweed Products in the U.S.” captures the successful approaches existing seaweed producer and support organizations are employing to drive sales and growth of seaweed products in the U.S. The report builds on previous research on consumer perceptions and the use of “willingness to purchase” models with an intention to evolve from a theoretical measure of interest to one that documents real approaches in branding, product development and sales channels that has resulted in consumer sales.
The report comes at a critical time as the seaweed industry in the U.S. seeks to grow with more cultivation and product innovation. Entrepreneurs and investors, as well as existing companies, will benefit from the report’s rich content that was provided by over 25 professionals in the U.S. seaweed industry, including farmers, producers and industry support entities. It is envisioned that the report will serve as a tool, helping seaweed producers expedite their sales efforts and avoid mistakes that other companies have experienced.
Among the key findings in the report:
What to call it? The most common term across product categories is “seaweed”, however, many producers felt strongly that products should be named based on the variety or species of seaweed utilized. For example, in the U.S. many food products are derived from “kelp” and producers felt that using that term was important to differentiate their product from other food-grade species, like “nori” or “gim.”
Efficacy and performance: Many producers find success in marketing the performance and efficacy characteristics of seaweed, especially relative to other synthetic or plant-based alternatives. In such cases, the marketing message is really about performance, and not other benefits that seaweed has, such as a “climate friendly” resource. This holds true more so for B2B sales channels which are using seaweed as an input.
Restaurant/chef partnerships: Establishing partnerships with restaurants or individual chefs was identified as a critical opportunity for any seaweed-based food product. Some producers have partnered to create products, recipes and menus in an attempt to win new consumers who might otherwise not know how to use seaweed in meals.
Traceability and Food Safety: The need to assure customer (consumer) safety is critical. Globally the seaweed sector has been working to establish safety protocols for commercial seaweed products. However, there are not widely recognized certification or labeling schemes meaning producers are integrating safety messages into their marketing efforts.
Retail Sales channels: Producers agreed the most difficult sales channel was brick and mortar grocery retail. The demanding nature of supplying regional/national chain stores, along with competition from other products/brands was among the most difficult challenges for producers. Many producers went through “growing pains” to supply these customers but acknowledge their importance to achieve volume sales.
The report also asked each participant about the major needs to support their marketing and sales efforts. The top responses were:
1. Industry Representation: Seaweed producers are looking for trade association and industry representation for marketing and regulatory advocacy.
2. Funding opportunities for marketing/sampling events: Seaweed industry companies have limited access to public funding for marketing activities relative to other seafood and agriculture programs.
3. More data! Tracking industry harvest, production and end market sales is complicated but some tools are emerging. More are needed.
4. Customer/consumer feedback: Producers don’t have good or obvious tools to obtain feedback from customers. Cheap and efficient ways to obtain customer/consumer feedback is critical to ongoing product development.
Why the Fashion Industry Needs Seaweed
Written by Elaine Blakeley
February 1, 2024
One of the most sustainable fibers that has the lowest carbon footprint is seaweed-derived yarn and dyes. Seaweed does not need land or water to grow. In fact, it is regenerative, in that when it is harvested properly, it will grow back. It does not need any pesticides and is 100% biodegradable. It feels smooth on our skin and holds minerals that are healthy for our skin as well.
Recently, Vogue featured seaweed as the most exciting, sustainable material on the market. From Paris runways to sports wear brands, seaweed derived textiles are the latest and best solution to fighting pollution and waste caused by the fashion industry.
Here are some examples of sweaters, tees, and luxury fashion all using seaweed. There are two major seaweed derived fibers: Keel Labs’ Kelsun™ which has its company headquarters in North Carolina and uses polymers extracted from kelp; and SeaCell™ which is owned by Smart Fiber located in Germany and uses seaweed and wood pulp from Iceland.
This Frank and Oak cardigan is made with 30% SeaCell™ and 70% organic cotton. Frank and Oak state that it is “packed with nutrients such as calcium, iron, magnesium, and vitamin D that have beneficial properties on the skin.” The cardigan sells for around $50 USD. (Above photo)
This ballet scoop tee is made from 100% SeaCell™ Another Tomorrow describes SeaCell™ in detail adding that it has been certified by EU Ecolabel, has a lower environmental footprint, generating less waste and carbon during manufacturing. “The seaweed is washed, dried, carefully ground, and then added to a wood-based solution in a closed-loop production process that generates no chemical waste”. Since Another Tomorrow is a luxury brand, this scoop tee sells for $160 USD. (Right photo)
During last year’s Paris fashion week for Summer 2024, designer Stella McCartney showed the world how it is truly possible to use only sustainable and responsible fabrics and practices. She is one of the first designers to use Keel Labs’ Kelsun™ fiber. It is a fiber made of 70% kelp. Kelsun™ states that it uses 70 times less water than cotton and no pesticides. McCartney uses this fiber in her ecru knitted dresses and jeans by hand-crocheting Kelsun fiber around pieces of mirrors making lines of polka dots. (Right photo)
Dutch designer, Nienke Hoogvliet, uses local seaweed to create seaweed yarn and natural seaweed dyes. She created a linen from locally grown flax, and then dying it with industry grade seaweed dyes she formulated. Hoogvliet is ready for industry and claims there is enough supply to carry out large to scale orders. (Left photo)
These are just some of the examples of how Kelsun and Seacell are being used in our fashion industry.
I look forward to 2024’s upcoming fashion weeks in Milan, New York, and Paris to see which designers and fashion houses will take the lead into using more sustainable and cruelty free practices.
Written by Elaine Blakeley, Co-Founder of Seagreen Insights. Seagreen Insights is working to insure that seaweed becomes a mainstream consumer item and economically viable input.
February 2024