1. 0 Clearwater Seafoods Lobster Marketing Initiatives

2. 1 Consumer Segmentation  Better understand consumer target markets  Conducted online survey with 6000+ consumers  Determine how consumers shop for, prepare and eat seafood products  Generated four distinct consumer segments  Helps us prioritize, communicate and develop new products

3. 2 Branding  China brand band  Sell sheets  Instructional videos  Promotional tools

4. 3 Test Kitchen  Marketing / Sales Tool Host chefs and customers Regular ideation sessions Product cuttings & comparisons Product support location o Recipes, applications, cook methods, programs for customers Hoisin Lobster Lettuce WrapsLobster Cocktail MartiniLobster Slider

5. 4 New Product Development Innovation focused on value-added new product development  Foodservice and retail Extensive market research to capture consumer/customer insights  80 new product concepts screened annually Common innovation technology platforms based on insights Disciplined innovation development process  Multiple projects being worked on at any one time In-market execution

6. 5 Sustainability  Part of our value proposition  Sustainability awareness growing with the right customer Affluent and generally spends more on shopping and dining.  Developed video to educate customers of our sustainability efforts.

7. 6 Branding Success Requirements  Past experience  U.S. National Dairy Board  State of Wisconsin various marketing boards o Cherries, cranberries, corn, milk, soybeans, ginseng, potatoes  Overarching success requirements  Consistent quality – strict manufacturing/production requirements  Trust – genuine, “real” products with no imitations  Origin – certified with no imported or substitute ingredients  Results  Increased awareness and relevance  Improved purchase intent  Ability to command higher prices  Higher quality perception