As Pate sees it, most of the 

 imports are fairly low- value, small 

 shrimp, while the strength of 

 North Carolina shrimp lies in the 

 taste, quality and size. 



For that reason, North 

 Carolina shrimp could be 

 marketed towards higher quality, 

 niche markets — such as high- 

 end restaurants and caterers. To 

 reach these markets, shrimpers 

 and processors are looking at 

 ways to provide specialized and "value- 

 added" products to the consumer. 



The overall goal is to increase the 

 visibility of — and an interest in — local 

 products, says Barry Nash, Sea Grant 

 seafood technologist. "Market research 

 indicates that consumers want to buy 

 locally grown foods and are willing to pay a 

 premium for regional commodities if these 

 products satisfy consumers' expectations 

 for quality, consistency, healthfulness, taste 

 appeal or uniqueness," Nash explains. 



There are several programs in 

 the works that will address quality and 

 consistency. 



A "Mark of Quality" program has been 

 proposed as a cooperative effort among Sea 

 Grant professionals in eight southeastern 

 states with viable shrimp industries. The program would establish 

 quantifiable quality standards. 



"The standards would include measures for product attributes such 

 as piece size, salinity, water content, aroma, appearance, flavor and color," 

 Nash explains. "The program's objective would be to harness measurable 

 quality standards that reinforce a recognizable brand image for wild- 

 caught shrimp — similar to what has been done for the Vidalia Onion or 

 the Angus Beef marketing programs." 



North Carolina Sea Grant specialists also hope to work with local 

 captains and processors to test the handling methods advocated by the 

 TAA curriculum for enhancing the quality of shrimp at the time of harvest 



They are developing a proposal to compare batch-process handling 

 methods recommended by the TAA program to conventional on-board 

 handling and product transportation techniques. The batches would be 

 evaluated by a trained panel who would look for statistically significant 

 sensory differences between the two handling regimes. 



If results indicate that the quality of wild-caught shrimp can be 

 enhanced with improved handling practices, the next step would be to 



TOP: Pamlico Packing sits on the waterfront in Vandemere 

 BOTTOM: Doug Cross, in his office at Pamlico Packing, 

 is looking at niche markets and valu&added products for 

 North Carolina shrimp and other seafood. 



access its price potential in the 

 marketplace. If shrimp perceived 

 as higher quality can command 

 a higher price than farm-raised 

 shrimp, North Carolina shrimpers 

 would realize greater revenue for 

 their harvests, Nash explains. 



North Carolina Sea 

 Grant also is participating in 

 a community-based seafood 

 branding effort, where restaurants 

 in Carteret County will be 

 encouraged to buy — and highlight on their 

 menus — a variety of locally caught seafood, 

 including shrimp. The project is funded in 

 part by a Rural Community College Initiative 

 grant from Carteret Community College and 

 support from North Carolina Sea Grant. 



"The project team comprised of 

 community volunteers is working to establish 

 a group of local fishermen, dealers and 

 restaurants who will develop a business 

 relationship to sell and promote local seafood 

 commodities," Nash says. 



Future Prospects 



Many shrimpers along the North 

 Carolina coast will fight for their livelihood 

 — fitting into whatever niche market here or 

 value-added product there that they can, all 

 the while holding out hope that things will get better. 



Others are not so sure. Glenn Hopkins doesn't expect his traditional 

 livelihood will continue for his children, who were just youngsters when 

 they first came on his boat. "They could swim before they could walk," he 

 recalls. Yet, he doesn't want them to go into the family business because 

 there's "no future in it." 



Doug Cross believes that the next generation of shrimpers will have 

 to be willing to adapt and change. So, too, will the processors. 



Cross already has adjusted to the new marketplace by developing 

 value-added product lines and looking for niche marketing opportunities. 

 Yet, he doesn't anticipate his children will take over the business. 



"It has sustained me, but it will not sustain them," he says. "There is 

 no 'Forrest Gump' story" for the North Carolina shrimping industry, he 

 adds. 



Part of the cultural heritage of the East Coast may be dying as people 

 and industries struggle to meet the demands of a global economy. 



"Some consider the changes on the coast progress," Cross says. "Part 

 of me hates to see it go, but part of me knows it's inevitable." □ 



COASTWATCH 21 



