Breaking the Commodity Trap: Building Brands, Formats and Consumer Pull for Shrimp

Shrimp is one of the world’s most widely traded seafood products, yet in many retail markets it remains largely anonymous: sold under private label, defined by retailer specifications, and competing heavily on price. This session explores how the shrimp sector can create more consumer demand, category value, and margin by building stronger propositions alongside private label.

Drawing on examples from shrimp, premium seafood, and leading food brands outside the sector, the session will examine how brands, product formats, origin stories, quality promises, sustainability narratives, and retailer partnerships can make shrimp more desirable, trusted, and easier to choose. The objective is not to argue that every supplier should become a consumer brand, but to ask what the industry can realistically do to move from anonymous supply towards stronger consumer-facing value.