The seafood industry puts in a lot of effort to give back to their communities. From food banks to scholarships to community development work, there is a lot going on.

The problem is, too few people -- even inside the industry -- are aware of these initiatives, and that means both companies and the industry aren't getting the most out of their work.

Chicken of the Sea's 100th anniversary charitable giving campaign was a huge success for the company, and helped build up some true brand loyalists while supporting 100 organizations with $1 million (€799,035).

Read our story here on how the group not only made a huge impact in their communities, but used the projects to develop brand affinity and improve employee satisfaction.

In effect the company did double duty: it did good, and it made good.

"It was really a brand building campaign," Erin Mrozek, marketing director at Chicken of the Sea, said.

Talking about the charity, social and community work isn't just about burnishing your company's image, it's about highlighting the ways this industry gives back to its communities, and it's about inspiring others in the industry to act.

American Seafoods' scholarship funds for rural Alaska communities, hunger relief group SeaShare's work delivering US seafood to food banks across the country, or Norwegian salmon farming companies' partnerships with First Nations groups are just a few examples of how giving to those in need, sharing in the success of the companies and empowering employees and communities they work in pushing the whole industry forward.

So what's your company doing to give back? Drop us a note on Twitter (@intrafish) with the hashtag #seafoodgives and tell us -- you may inspire other companies to take action, and that's what giving is all about.

Comments? Contact:drew.cherry@intrafish.com

Twitter:@drewcherry