We talk a lot in the seafood industry about the need for a story.

There has been a proliferation of surmising, advising and presenting on the subject over the last decade.

I count myself among that group: the group that talks about the need to add value, to differentiate and to set a product apart.

It would also appear from many a LinkedIn profile that lots of people in the seafood world, aside from myself and my colleagues, now deem themselves "storytellers."