摘要：The North Carolina commercial fishing industry is in decline despite a rising demand for local seafood. To increase market awareness and sales, citizens in six coastal counties branded their seafood to help consumers select local over imports, when given a choice. Educational materials and websites were developed to help consumers learn the seasonality and the characteristics of fresh, local products. Consumers surveyed said brands would help them identify the seafood harvested by local fishermen. They also indicated seasonality and quality charts would help them choose seafood in season and discern the freshness of local commodities.
关键词：branding ; local seafood ; social marketing ; community partnerships
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