By Rachel Pleasant
Staff Writer

Wild American Shrimp finally has a home. The nonprofit corporation, established 18 months ago as the marketing arm of the Southern Shrimp Alliance, recently signed a five-year lease with the city of Charleston. It will move into office space at the Maritime Center, 10 Wharfside St., this month.

Since being established, Wild American’s employees have worked out of their homes. A permanent office is vital as its staff, currently four members, grows.

“We’re really getting going,” said Eddie Gordon, executive director of Wild American Shrimp.

Wild American Shrimp aims to do a number of things for the shrimping industries in the eight states it represents: Alabama, Florida, Georgia, Louisiana, Mississippi, Texas, North Carolina and South Carolina.

For starters, Wild American hopes to educate the public on the myriad varieties of shrimp.

“There’s brown, pink, tiger,” said Gordon, naming a few of the options for shrimp eaters.

On top of increasing public awareness, Wild American has established a brand—also called Wild American Shrimp—that is similar to Certified Angus Beef or Wild Alaskan Salmon. The brand name represents the best American shrimp caught from wild waters.

Eighty-five percent of the shrimp consumed in the United States are raised in ponds and imported from foreign countries. Once consumers realize the difference between pond-raised and wild shrimp, the most discriminating seafood eaters will ask for Wild American Shrimp, Gordon said.

“There is a difference between pond-raised and wild shrimp,” Gordon said, comparing the taste of wild shrimp to that of free-range chickens. “If something is raised eating feed, that’s what it’s going to taste like.”

In creating the brand name, Wild American has created a certification process. For shrimp to be sold as Wild American Shrimp, certain precautions must be taken at every step between the boat deck and the local market, ensuring such things as cleanliness and proper storage temperatures.

For input on quality standards and the certification process, Wild American works with representatives from Texas A&M University, Louisiana State University, Mississippi State University, the University of Georgia, the University of Florida, North Carolina State University and Clemson University.

Shrimpers must attend courses to learn about the Wild American Shrimp certification process and implement what they learn before their catch can bear the brand name.

The upshot is the brand name is likely to fetch more profit, though Gordon could not specify just how much.

“All we can do is look at Certified Angus Beef or Wild Alaskan Salmon,” he said, adding that beef or fish carrying those labels can sell for twice as much as products not carrying the brand name.

Any increase in profit is badly needed, Gordon said. Shrimp catchers are getting about $1.40 per pound, while consumers at grocery stores and restaurants buy shrimp for five times that or more.

“There’s a huge profit margin on shrimp,” he said.

In exchange for selling their catch under the Wild American Shrimp label, however, shrimpers have to make some changes.

“The conflict is production vs. quality. Do you max out your catch at minimal cost? Or do you take extra ice out with you to keep the shrimp cold and scrub your decks down with antiseptic? It’s about paying extra attention to procedures,” Gordon said.

South Carolina’s shrimpers have been overwhelmingly receptive to the Wild American Shrimp brand, and the majority has completed a portion of the certification classes, Gordon said.

At Charleston’s Crosby’s Seafood, owner Joanie Cooksey has not taken the Wild American Shrimp classes yet, but she is excited about what this brand could mean for her industry.

“It’s good for local reasons. Maybe we can move more of the local shrimp,” she said.

“So many people who market local shrimp, especially restaurants, are selling foreign shrimp. Hopefully, we can start getting the point across that there is a difference and people will know to ask. People think all the shrimp they eat in South Carolina is local.”

Wild American Shrimp can be purchased in the frozen seafood departments or seafood counters at retailers including Publix and Wal-Mart.

For more information, visit www.wildamericanshrimp.com.

Rachel Pleasant is a staff writer for the Business Journal. E-mail her at rpleasant@charlestonbusiness.com.

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