As the seafood industry gears up for the sales-generating Lenten season, Orca Bay Marketing and Communications Manager Lilani Estacio told IntraFish she hopes it will also team up for Sea a Cure's American Heart Month push in February.

The company revived the effort to raise money for breast cancer research by partnering with City of Hope in October, but is changing things up a bit in February by adding the American Heart Association as one of the beneficiaries.

The goal is to rally together members of the seafood industry -- along with Orca Bay, companies such as Salmon Sisters, Drifters Fish and the Alaska Seafood Marketing Institute (ASMI) have all contributed -- to donate money, time or even just social media shares.

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