US seafood supplier Blue Star Foods has a shiny, brand new look as it heads into the new year.

The company, which has been focused this year on rolling out products with the younger generation of consumers in mind, launched a new web site in December.

The site is a one-stop shop for both business to consumers (B2C) and business to businesses (B2B), Max Christenson, the company's national director of marketing, told IntraFish.

Blue Star worked with Rovere Media to revamp the site and to update its marketing, but it didn't exactly look to seafood for inspiration.

"Seafood in general, in comparison to other consumer products out there, is not the leader in marketing," he said. "We take lessons from the cosmetics industry and others in the consumer products industry to rely on influencers to move message to the social media ecosystem."

He pointed to companies such as Ali Baba, Amazon and Google as ones who are leading the way in marketing that directly engages with consumers.

"We're not Ali Baba, we're not Amazon, but we can strive to be that," Christenson said. "Brands revolve around how consumers engage with them. It's fluid, quick, and it's on mobile devices. That's where we are."

Jacob Valleau, the company's business development manager, was in charge of creating the company's new site using Wordpress. He told IntraFish he designed the site with consumers in mind.

"We're the only crab meat company that has a consumer-friendly product," he said. "Consumers want products that are colorful, convenient and that have stories. We check all of those boxes."

Focused on sustainability into 2019

Another large focus of the company's new site is its sustainability efforts such as its traceability app, whose "scan on demand" QR code traces the crab meat to its source.

"It's a no-brainer to show off products and our sustainability story with our web site as a home base," Valleau said.

The company's overall sustainability goal is to have 100 percent of its products traceable, which Christenson said Blue Star is on target to accomplish by 2020.

"That will be for products globally," he said.

Pouch packs are a hit

The company's six-ounce pouch packs using Blue Star’s patented Eco-Fresh Pouch technology did well with consumers this year over its eight-ounce cup form, according to Christenson.

Blue Star's ready-to-eat range with the addition of its Crab N Go and Shrimp N Go products are also now available at US retailer Roche Bros.

The products are produced with the company’s patented Eco-Fresh Pasteurized Foil Pouch technology, which allows for a shelf life of about one year.

"The pouch technology presents well on shelves and attract consumers," Christenson said.

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Blue Star debuts new look as it heads into 2019