US retailer HEB is funding the Eat Seafood America! (ESA) initiative through a leadership grant.
Launched in April 2020 by the Seafood Nutrition Partnership (SNP), ESA is a public health outreach and education program that encourages consumers to eat more seafood for improved health.
“HEB is proud to be the first retailer in the nation to contribute to this campaign," said Jason Driskill, the company's vice president of seafood.
"Many of our suppliers benefited from this program, and I hope other retailers jump on board.”
The campaign is also receiving grants from the Builders Initiative and the Rich Family Foundation.
The Rich Products Corporation runs the Rich Family Foundation. Rich Products owns Morey's Seafood International, a leading seafood supplier based in Minnesota as well as SeaPak, one of the largest and most prominent frozen seafood brands in US supermarkets.
The amounts for specific grants cannot be disclosed, Andrea Albersheim, director of communications for SNP, told IntraFish. To date, SNP has secured more than $2.5 million (€2.2 million) through its ESA initiative.
A recent seafood campaign launched by SNP reached 4 million households and outperformed benchmark campaigns.
SNP has conducted consumer pilot campaigns for more than eight years to encourage more Americans to reach the goal of eating seafood at least twice a week per US government dietary guidelines.