As seafood consumers crave more local catch, Sysco Louisiana Foods is providing restaurants and markets an ever-increasing variety. Photo: Sysco Louisiana Foods
by Ed Lallo/Louisiana Seafood News
As founder and now chairman of Sysco Louisiana Foods, Jim Gossen has made a career of selling only the best seafood – originally all of it coming from Louisiana.
He knows the business in and out of the water – from buying direct off fishermen on the docks to driving a pickup full of fresh catch to market to opening restaurants for the Landry family.
As the largest seafood distributor in Texas, Gossen said businesses in his home bayou state – along with those in other coastal states – owe much to the Louisiana Seafood Promotion and Marketing Board.
As founder and now chairman of Sysco Louisiana Foods, Jim Gossen has made a career of selling only the best seafood – originally all of it coming from Louisiana. Photo: Ed Lallo/Louisiana Seafood News
“Of course, they are marketing Louisiana seafood. But in fact, they are marketing the Gulf of Mexico. Every state that has a Gulf coastline has benefited from their efforts.”
Faced with natural and manmade disasters in recent years, the board continues to champion the premium quality of Louisiana seafood to consumers and the trade industry. At times, it’s been a tough sell to overcome negative perceptions.
Progress Being Made
It’s gotten better, though, with the board’s consumer research, “Demand It” campaigns that spotlight industry talent and strategic partnerships with chefs, who endorse the quality of Louisiana seafood.
“Chefs are today’s steward of the seafood products they serve,” Gossen said. “They don’t want products that are overfished. They want sustainable. We need to keep them in front of the public to promote our great Gulf seafood.”
While other Gulf states promote seafood, they don’t have the financial backing the board has received from BP. After the 2010 oil spill, BP set aside millions for recovery efforts of Louisiana’s commercial fishing community of 12,000+, which the board represents.
Gossen said those funds positively affected not only Louisiana seafood, but also his company’s business and others, too.
“Those living outside of the Gulf would have little awareness of Louisiana or Gulf seafood if not for the efforts of the Louisiana Seafood Board,” he asserts.
Generating Interest, Sales
“The seafood board’s ability to create events to promote Louisiana seafood – from the oyster reception on Capitol Hill to oyster po’boys on Bourbon Street – shows the importance of having creative marketing people, those that can see the big picture.”
Gossen said the seafood board’s ability to create events to promote Louisiana seafood, like the oyster reception on Capitol Hill, shows the importance of having creative marketing people, those that can see the big picture.” Photo: Ed Lallo/Louisiana Seafood News
Fishermen need to realize how such high-profile events and resulting publicity impact sales of their products, Gossen said.
“I was recently telling the food editor of the Houston Chronicle that when they write about oysters, we see a 20 to 30 percent increase in oyster sales.”
To him, the board represents a culture he doesn’t want to live without. Its work today not only promotes and markets seafood, but also needs to inspire the next generation of fishermen by assuring prices will be high enough for them to make a living.
For Gossen, the question in fishing communities from Louisiana to Texas to Florida is: How do I inspire my son, or someone else’s son, to say “I want to do that job.”
Fish Fresher than Ever
Fish today is fresher than it has ever been due to the efforts of the fishermen, says Gossen.
One customer, Central Market – Texas-based HEB’s fresh concept chain – features a 65’ seafood case stocked almost entirely by Louisiana Foods. Photo: Central Market
As seafood consumers crave more local catch, his company is providing restaurants and markets an ever-increasing variety.
One customer located in major Texas cities, Central Market - Texas-based H-E-B’s fresh concept chain – features a 65’ seafood case stocked almost entirely by Louisiana Foods.
“Almost everything in their seafood case we acquire or make for them,” Gossen said. “I can see an ever increasing variety of edible seafood coming from the Gulf in the Central Market seafood case, especially as ethnic diversity continues to grow in the larger cities.”
Bringing the best seafood to the public is a constantly evolving process.
“We need to re-look at how we are marketing products coming from Louisiana and gulf waters. We need to look at whom we are selling too, and educating them on how to prepare it,” he explained.
Certification and Traceability
He believes the key to future success is twofold. First, show fishermen how to deliver better quality seafood. And second, make sure they are paid more for their efforts as a result.
As a marketer, Gossen sees his main job as helping fishermen make more money. He knows that if they don’t, “they won’t be there in the future and we will all be left in very bad shape.” Photo: Ed Lallo/Louisiana Seafood News
Certification and traceability of seafood are important parts of the process to get the industry where it needs to be.
“We are probably the largest seller of ‘certified Gulf, wild red snapper,’” said Gossen, showing his company’s commitment to certification. “We are constantly looking for fishermen and processors that are in a certification program.
“Granted, it costs us more money, but customers want to know the fish being caught is something that is going to be sustainable for future generations, and that it is being managed right.”
As a marketer, Gossen sees his main job as helping fishermen make more money. He knows that if they don’t, “they won’t be there in the future and we will all be left in very bad shape.”
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