NFI has undergone a change that I feel more people in the industry need to take notice of. The National Fisheries Institute has been the primary trade organization of the seafood industry for nearly 60 years-- but it has gone through several life stages.
Initially, the seafood industry was kind of a club, or family -- dysfunctional at times - but it was a place where all the largest players knew each other intimately -- and fought during the day for customers or suppliers, but then drank with each other at night.
Then, as the industry grew, NFI became a vital trading and networking opportunity. At the convention, many buyers and suppliers would make deals for the year. in 1982, the NFI convention in Hawaii had over 1800 people registered -- and they were all doing deals in the halls and their rooms.
The growth of seafood trade shows put an end to that, and NFI did not see soon enough that it had to control the show business in its industry to survive. That result is history -- NFI is a small adjunct to the major Boston Seafood Show run by diversified, and the West Coast seafood show, at one time run in conjunction with the NFI fall convention, is now defunct. NFI faced declining membership, and many questioned its relevence. One of the biggest problems was that in representing the entire seafood industry it was often paralized between competing interests of domestic vs. importers, or of branded companies vs. those who wanted more generic seafood marketing. As a result, the association provided members with specific services, but was seen as one of many competing seafood interests in Washington.
About 4 years ago the board brought in new leadership, by hiring John Connolly. I have been very impressed. John is a Irish tough guy from South Boston - as honest as the day is long and as Irish as they come. He's proud of his military career in the Navy, and he is willing to take a stand.
His first stand was to tell the board what it cost to run NFI the way they needed, and that the organization would focus on those companies that would pay the dues necessary. The change in dues structure meant many companies that had been paying $5000 to $15,000 for membership were faced with paying $15,000 to $40,000 or more, depending on the size of the company. Many dropped out.
But a funny thing happened. NFI began to focus on specific issues -- and was no longer trying to be all things to all people. It focused on Economic integrity-- to start to take a stand against the tide of illegal activity that has become widespread in the industry in terms of false species declarations, transhipment, false weights. This has led some large buyers to join. NFI also focused on media opportunities-- not with advertising, but with targeted responses to major media on every seafood story. Their press operation improved. They also focused their website on consumer issues, making aboutseafod.com a credible information source.
At the board meeting last week, I saw an organization focused on the real threats facing the industry: safety, the role of the FDA, the need for protecting the integrity of seafood. Also I saw a trade association that has been recognized by NOAA, the FDA, and the Secretary of Commerce as a serious partner -- and the one to go to when needed to support a bill, or get something done.
When a crisis hits the industry, such as the seizure in Southern states of chinese catfish that meets FDA standards, but is a convenient political target, NFI is coordinating the industry's response. We should all ask ourselves if Washington began to push for a seafood import ban from China- who would we turn to.
We have environmental and conservation organizations spending hundreds of millions of dollars to define good and bad seafood in the eyes of the politicians, and of the consumer. We have NFI with just 1% to 2% of their budget, trying to define seafood as legal, safe, healthy and good to eat. We are in danger of losing this battle of perception because we simply don't step up to the table to play seriously.
There are many companies in the seafood industry today benefiting from a free ride. It's time to take a second look at NFI, and realize that if we are to protect our "brand" we need to pay for a Washington presence and a serious organization to make our case.
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