McLEAN, Va. – The National Fisheries Institute launched its Dish on Fish blog in August 2016 as a micro brand with a modest goal: to start a conversation with consumers about eating seafood twice a week. Less than three years later, Dish on Fish is having a moment.
Early last summer, Dish on Fish was named No. 1 on a distinguished list of the top 100 seafood blogs and websites. In September 2018, Dish on Fish received a major nod from the national business communications industry when PR News named it “Best Blog.”
Dish on Fish was created as an education outreach vehicle to amplify the seafood advice in the 2015 Dietary Guidelines for Americans. The DGAs encouraged Americans to make a shift to seafood, which opened the door for NFI to educate the public about how seafood should be part of a healthy diet. The blog features consumer-friendly content, with dietary-rich additions from NFI spokesperson Rima Kleiner, a nationally recognized Registered Dietitian.
“When NFI’s board approved an education initiative, we took stock of what was out there and saw an opportunity to create a fun, informative, seafood lifestyle brand – with one of our own Registered Dietitians as the spokesperson,” says Judy Dashiell, NFI’s senior vice president. “Dish on Fish has published more than 200 blog posts encouraging Americans to prepare seafood at home, while the new Dish on Fish Instagram inspires them to order seafood while dining out.”
Through its Instagram account, which was launched in April 2018, Dish on Fish celebrates the delicious and diverse seafood dishes served across the broad spectrum of eateries all over the United States. “We know people eat with their eyes first, so Dish on Fish features ‘foodie-style’ content that makes seafood craveable,” says Dashiell. “We’re showing that, across the country, chefs are creating delicious seafood at every price point for breakfast, lunch and dinner.”
Thanks to its highly relevant content, the Dish on Fish blog also climbed up the ladder last year in terms of search engine optimization. The site had as many as 717 keywords ranked in Google searches, with 51 of those keywords ranked in the top three for search results.
“The campaign results and blog awards are good indicators that Dish on Fish is resonating with consumers and that our tactics are on target,” Dashiell says. “The Dish on Fish strategy is to continue building the brand and putting seafood front and center with consumers.”
About The National Fisheries Institute
The National Fisheries Institute is a nonprofit organization dedicated to education about seafood safety, sustainability and nutrition. From seagoing vessels to favorite seafood restaurants, The NFI’s diverse member companies bring delicious fish and shellfish to American families. The NFI promotes the federal government’s Dietary Guidelines, which suggest Americans include fish and shellfish in their diets at least twice per week, for longer, healthier lives.
The NFI and its members are committed to sustainable management of our oceans and to being stewards of our environment, through the institute’s embrace of the United Nations’ Principles for Responsible Fisheries. The NFI believes the investment it makes in the world’s oceans today will provide our children and future generations the health benefits of a plentiful supply of fish and other seafood tomorrow.
From responsible aquaculture and a marketplace supporting free trade to ensuring consumers and the media have the facts about the health benefits of fish and shellfish, The NFI and its members support and promote sound public policy based on ground-truth science.