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Driving Consumption: Global Shrimp Council and Lessons Learned from Other Food Producers

Vegetables in a market
Scope /
In this session, the Global Shrimp Council will present its views on how the organization envisions promoting shrimp consumption in the US and other markets worldwide. We will listen to Miguel Barcenas, who has a long history of marketing various food products, including Mexican avocados. But we won't let Miguel unchallenged.

Katherine Bryar and Masie Ganzler will also share their experience marketing other food products. Before joining Biomar, Katherine successfully marketed egg consumption in Australia. Maisie Ganzler, as chief brand and strategy officer, has seen many successful and less successful marketing efforts for food products and recently shared some of those lessons in her book: You can't sell manure at lunch.

Allan Cooper, who before joining the shrimp industry, has been deeply involved in Peru's avocado marketing efforts, will moderate the discussions.
Chairpersons /
Barbara Janker
ASC Logo
Chair
/ Barbara Janker

Barbara Janker currently holds the position as Commercial Director Europe & Asia-Pacific at the Aquaculture Stewardship Council ASC after having worked in several roles both in the market development department as well as the marketing & communications team since her start at ASC in 2015.


Born in Austria, Barbara first studied journalism and marketing at the University of Vienna and holds a Master of Business Administration (MBA) from Warwick Business School (UK) with a focus on CSR and sustainability. After positions in marketing and PR in the private sector and in consulting, she joined the NGO world more than 15 years ago. Prior to the ASC, Barbara  worked for the World Wide Fund for Nature WWF for five years. She initially coordinated the area of corporate partnerships in Eastern Europe before setting up the topic of “Sustainable Food” for WWF Austria. She was also seconded to Thailand to support the local team in their market transformation work.

Allan Cooper
Logo of Vitapro
Co-Chair
/ Allan Cooper

Allan Cooper is Vitapro’s Business & Value Creation Director and holds an MBA from Northwestern University – Kellogg School of Management.  In the last 12 years, Allan has developed extensive experience in the global food industry, mainly in agribusiness and aquaculture, leading Peru's main integrated shrimp producer and marketer before joining Vitapro in 2020. Vitapro is a market leader in nutritional and technological solutions for aquaculture in Latin America. Its main brand is Nicovita, which is specialized in shrimp feed and is present in 7 countries in the region. Today, Allan is focused in leading Vitapro’s Corporate Business Strategy and throughout his experience in aquaculture he has participated in various international industry events as a speaker and panelist. Allan is committed to Vitapro’s purpose: to nourish the future by transforming aquaculture, and to continuously develop Vitapro’s sustainability agenda as a leader in the industry.

Program /
15.45-15.50
Opening
15.50-16.25
What the shrimp council can learn from Australia's succesful egg marketing.

This session consists of presentations by and a fireside chat with Katherine Bryar and Maisie Ganzler about the lessons that Global Shrimp Council can learn from other successful food marketing efforts such as those of eggs in Australia and poultry in the US. 

Speakers:

Katherine Bryar, Marketing Director, Biomar

Maisie Ganzler, Strategic Advisor and Author

Moderated by:

Allan Cooper, Business & Value Creation Director, Vitapro

 

16.25-16.55
A Sneak Peak Into Global Shrimp Council's Marketing Strategy

In this part of the session, Miguel Barcenas will provide us with unique insight into how the vision of the Global Shrimp Council's marketing campaign is shaping up. After his panel presentation, he will be joined by other marketing experts to deepen the conversation.

Panelists:

Miguel Barcenas, Strategy and Marketing Consultant, Another Point of View

Others to be announced

Moderated by:

Allan Cooper, Business & Value Creation Director, Vitapro

17.00
Closing