Keeping a close eye on all parts of the operations, Avery discusses processing operations with David Soto. Photo: Big Easy Foods
by Leah Presser/Louisiana Seafood News
Larry Avery is a man who sees opportunity where others may see only a meal. And he will create opportunities while bringing decades of business-building acumen and branding savvy to the Louisiana Seafood Promotion and Marketing Board as its new seafood processor representative.
“I know and understand the problems and opportunities facing our business,” said Avery, 61, a managing partner of Gulf Island Shrimp & Seafood with over 30 years of professional experience.
Avery has been part of making Big Easy Foods a recognized brand in thousands of stores coast to coast. Big Easy Foods, a subsidiary of Gulf Island Shrimp & Seafood, sells sausage, boudin, its famous tur-duc-hen and 30 other products nationwide from its 35,000 square foot USDA plant on Ryan Street in Lake Charles.
Inspiration on a Plate
Avery was eating stone crab in South Beach when he realized that the claws in front of him held more than just a hefty claim on his wallet. They also held a valuable marketing strategy for Louisiana seafood.
Larry Avery has been part of making Big Easy Foods a recognized brand in thousands of stores coast to coast. Big Easy Foods, a subsidiary of Gulf Island Shrimp & Seafood, sells sausage, boudin, its famous tur-duc-hen and 30 other products nationwide. Photo: Big Easy Foods
As a Florida delicacy, stone crab can sell for an average of $20 to $30 per pound. Avery recognizes that the Gulf’s wild caught shrimp is the same type of high quality product in limited supply as stone crab. He believes that if consumers are made aware of the unique nature and unsurpassed flavor of Louisiana seafood, it will command an equally high price as stone crab.
“Most folks think they are eating domestic shrimp caught in the nutrient rich waters of the Gulf,” Avery said. “But the reality is they are probably eating a shrimp grown in a pond in some third world country with little regard for food safety. Our seafood is the highest quality protein your family can eat, and we don’t bring the issues of antibiotics, pesticides or steroids.”
Avery’s long range goal on the Board is to better inform consumers that they are buying foreign imports that are far inferior to the delicacy that is the Louisiana’s seafood brand. He wants consumers to know that the flavor of the Gulf can’t be found anywhere else in the world.
“It’s a different product altogether,” Avery said. “They shouldn’t even be in the same category. We have to get the word out. This is about building a brand that will leave a national footprint.”
Challenges Ahead
The importance of promoting the Louisiana brand has never been greater. Foreign imports are a grave challenge for the industry, and therefore, the Board. In December 2012, the Coalition of Gulf Shrimp Industries filed petitions with the U.S. government seeking relief from subsidized shrimp imports from seven countries, claiming that the imports aggressively undercut and depressed domestic prices.
Marinely Atondo (left) and Meybis Romo are the TurDucHen specialist with Avery. Photo: Big Easy Foods.
“Our industry has spent millions of dollars to update plants, equipment and software to produce the highest quality product at the best possible value to our customers,” Avery explains.
Avery believes that part of being able to win customers on the national stage will also entail helping fisheries becoming certified sustainable through an organization such as the Marine Stewardship Council.
The MSC offers a fishery certification program and seafood label that recognizes and rewards sustainable fishing. According to the MSC, 23% of the adult population is now aware of its ecolabel – up from 9% in 2008.
“The consumer is demanding it,” Avery said, “and, therefore, the retail grocery stores are demanding it. We have to work with the fisherman to take the steps and spend the money necessary to achieve this goal. The pressure from the consumer could drive us out of the grocery store, and we’ll see prices drop further.”
That is not an eventuality Avery is willing to accept.
“I’m a grandfather, and I want to see our industry continue for decades,” he said.
Diversity within the Board
Avery believes the new Board will achieve its leadership goals and build relationships on the strength of its members’ diversity within the seafood industry. He trusts that he will be working with leaders who will contribute sage advice and fresh ideas.
Avery speaks with Big Easy Food driver Javon Kennerson. Photo: Big Easy Foods
“The board is made up of decision makers like Chef John Folse and well-respected industry veteran Pete Totorich,” Avery said. “Kristin McLaren brings a wealth of knowledge, from brand building to the political side. The others make up the team that is needed to bring Louisiana seafood to the top levels of consumer preferred foods.”
Pete Totorich, the Board’s appointed seafood buyer representative, recognizes the same challenges and strength of diversity.
“Mr. Avery is correct,” said Totorich, “When you think of the diversity of the new Board, the chain is well linked, yet with one addition to connect to. From the fisherman to the processor, to the distributor, to food service, and then to retailers – our challenge is the final link, the consumer. We will need to focus as a group on the great work from the previous Board and develop additional strategies of building the loyalty of the brand with the consumer.”
Scott Arrant (left), COO, works with Avery and Britney Prejean, sales associate. Photo: Big Easy Foods
Avery will certainly be an asset when it comes to uniting the new Board members. It is, after all, his proven track record to bring together similar entities that then form a better functioning whole. Since starting in the seafood business in 1998, this ability led him to successfully add a dozen smaller companies under the Gulf Island Shrimp & Seafood umbrella. Before that, he owned Aquatech Engineering & Supply, which also brought several smaller companies into its fold before selling to the public in the late ‘90s.
When Avery brings companies together, he looks to join people whose individual efforts can be combined in a way that complement and benefit each other. His strength in advantageously uniting valuable resources toward a shared goal echoes the greatest strength of the Board itself, which was created to bring together the people of the crab, finfish, oyster, shrimp, alligator, and crawfish industries for common cause.
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