“People want to buy responsibly harvested products,” says Jen Levin, Project Manager for GMRI. GMRI hopes to spread that message to all parts of the seafood supply chain, from harvesters to processors to retailers by developing a regional branding program.

GMRI is in a unique position to develop a certification process, since they are a non-advocacy agency. “We are about objective science-based decision making so there’s no bias,” says Levin. Not everything that lands in local grocery stores or restaurants are locally produced, so a logo that signifies it is from the area will carry great weight. Plus, GMRI is making sure the seafood that carries their logo lives up to their criteria.

To meet GMRI’s criteria, the seafood must be traced to the Gulf of Maine region. In addition, there are requirements for responsible harvest and traceability for wild seafood, including maintaining sustainable practices in the fisheries, ensuring stock sizes are below management target levels and enforcement on general regulations. The criteria for farmed seafood is to ensure indigenous marine life and its environment is not threatened as well as recorded data for amounts of feed, frequency of cleaning, inspections and maintenance.

“Last year we helped Hannaford’s develop their sustainable seafood sourcing policy. We work with them and their suppliers to collect information on seafood products to ensure that they meet the criteria outlined in the policy,” says Levin.  “We also work with them to develop training for staff and point-of-sale information for their customers.”

GMRI also works directly with fisherman on environmental management systems and quality handling. The training they’re putting together asks fishermen to take a look at their fishing vessel’s practices and find ways to decrease fuel consumption, reduce bycatch and lower their overall impact on habitats. The practices not only improve the quality of a fisherman’s products but it improves the profitability of the vessels.  “It also establishes a motive for more good behavior. That’s the idea of the sustainable seafood program,” says Levin.

Though Portland is an emerging leader in the restaurant industry, it’s still hard for local restaurants throughout Maine to connect with local fisherman. “The real reason for that is because there is no real organized supply chain,” says Levin. GMRI is working on a mechanism that can make these transactions easier.

New Hampshire has a program that is a successful model of these practices. The New Hampshire Sea Grant and others have developed NH Fresh and Local to bring local seafood to people in New Hampshire. “People want to eat regional products and there’s definitely that desire here in Maine,” says Levin.

Though GMRI does not work directly with consumers, like some entities such as Port Clyde Fresh Catch, they do want consumers to be able to access local products. “Our focus is to identify opportunities to connect underutilized seafood products with local restaurants,” says Levin.

The regional branding program is being finalized in the coming weeks. Their target for participation is right to the middle of the supply chain. Since fishermen don’t typically maintain ownership of their products to the end retails, GMRI is focusing on the processors. “They handle much of the marketing and business to retailers – they have pull as part of the food chain,” says Levin. Processors will have the chance to pay a small annual participation and license fee to use the seal on their packaging and in other promotional materials. The retailer or restaurant doesn’t have to sign into the program but can use the seal on verified products.

“We’re all about selling the place where this seafood has come from,” says Levin. “It’s hugely important to consumers to know where the food came from and being able to support their local community.”

The new program really is a cooperative branding idea. GMRI applies the criteria and protects the seal, but that’s where their work has limits. “It’s really up to the seafood supply chain and the processors and retailers to help build awareness too,” says Levin. “The more local we can get with our food distribution, the better.”

Visit gmri.org to print a guide to Gulf of Maine seafood.