By Iris Yim and Brittany Chiu
Seafood is a cornerstone of cultural identity for multicultural communities in the United States, reflecting centuries of tradition, migration, and adaptation. From the Gullah Geechee’s crab rice in coastal Georgia to the Filipino sinigang na hipon (sour tamarind shrimp soup) simmering in California kitchens, these dishes are deeply tied to heritage. However, retailers often struggle to meet the needs of diverse communities due to affordability barriers, fragmented supply chains, and cultural knowledge gaps. Here are actionable strategies to address these challenges while celebrating culinary diversity.
Cultural Significance of Seafood
African American and Black Diaspora Communities
Seafood traditions are rooted in regional and diasporic history. The Gullah Geechee people of coastal Georgia and South Carolina preserve West African culinary practices through dishes like crab rice, oyster roasts, and shrimp and grits, often prepared with locally harvested seafood. In Louisiana, Creole and Cajun communities celebrate crawfish boils and catfish po’boys, blending French, African, and Indigenous influences. Caribbean traditions include Jamaican ackee and saltfish (the national dish) and Haitian lambi (conch stew), often served with pikliz (spicy pickled vegetables). West African immigrants maintain dishes like Nigerian pepper soup with catfish and Senegalese thieboudienne (fish and rice stew with tamarind sauce).
For these communities, seafood is tied to heritage, resilience, and communal gatherings. Crawfish boils, shrimp and grits, and catfish po’boys are not just meals but expressions of regional and ancestral pride, often shared at family reunions, holidays, and social events.
Hispanic, Latiné, and Latin American Communities
Seafood traditions vary widely across Latin America. Mexican coastal regions are known for aguachile (shrimp marinated in lime and chili) and grilled shrimp tacos, while Lenten practices feature bacalao (salted cod stew). Puerto Rican cuisine highlights mofongo con camarones (mashed plantains with shrimp), and Cuban households prepare enchilado de camarones (shrimp in tomato-creole sauce). South American staples include Peruvian ceviche con leche de tigre (citrus-marinated fish with ají peppers) and Brazilian moqueca de camarão (shrimp stew with coconut milk and dendê oil).
Hispanic/Latiné consumers deeply connect seafood with religious traditions and familial celebrations. Dishes like ceviche, mojarra frita, and shrimp cocktails are central to Lent and Easter observances, while seafood feasts bring families together for Sunday meals and holiday gatherings.
Asian and Pacific Islander Communities
East Asian cuisines emphasize symbolic dishes like Chinese steamed whole fish (representing prosperity) and Japanese sashimi (raw fish). Korean jjigae (spicy seafood stew) and ganjang gejang (soy-marinated raw crab) are beloved comfort foods. Southeast Asian traditions include Thai tom yum goong (lemongrass shrimp soup) and Filipino sinigang na hipon (sour tamarind soup). South Asian communities prioritize dishes like Bangladeshi shorshe ilish (hilsa fish in mustard gravy), Indian Goan fish curry (coconut and tamarind base), and Sri Lankan Jaffna crab curry (roasted spices and coconut milk).
Asian & Pacific Islander shoppers see seafood as a symbol of prosperity, longevity, and respect for tradition. Chinese steamed whole fish represents abundance and good fortune, while sashimi is an integral part of celebrations and Japanese culinary heritage. Comfort dishes like Korean seafood stews or Filipino sinigang evoke memories of home and family meals shared across generations.
Where Communities Buy Seafood
African American and Black communities in the South rely on local fish markets and regional chains like Piggly Wiggly for fresh catches like catfish and crawfish. In Northern cities, shoppers frequent Walmart or Black-owned seafood suppliers, while Caribbean immigrants seek saltfish and conch at ethnic markets. Hispanic and Latiné communities shop at Mexican grocery chains like Cardenas Market for shrimp and mojarra, Caribbean-focused stores like Sedano’s for bacalao, and Brazilian markets for pirarucu (Amazonian fish). Asian communities frequent East/Southeast Asian supermarkets like H Mart (live fish tanks) and Seafood City (Filipino chain specializing in bangus/milkfish). South Asian shoppers visit Patel Brothers for prawns and pomfret.
Challenges and Barriers
Economic and logistical barriers remain significant. Studies show 68% of African American and 72% of Hispanic consumers find seafood unaffordable compared to other proteins, often due to price disparities for culturally preferred items like fresh snapper (Rosenberg et al., 2022). Supply chain gaps limit access to niche ingredients—Thai pla tu (short mackerel) is often substituted with Atlantic mackerel, while Bangladeshi hilsa faces import restrictions. Perishability risks deter retailers from stocking whole fish or live seafood, which are preferred by Asian and Caribbean shoppers. Cultural knowledge gaps persist, with staff often unprepared to handle requests like descaling pomfret or explaining conch preparation.
Additional Factors Contributing to Neglect:
- Limited Supplier Networks – Reliance on large distributors that lack specialty seafood (e.g., live blue crabs, fresh octopus)
- Misconceptions About Demand – Underestimating the importance of culturally specific products in favor of generic varieties (e.g., salmon, tilapia)
- Operational Barriers – Handling live seafood and whole fish requires staff training and infrastructure upgrades
- Marketing & Merchandising Gaps – Poor visibility of diverse seafood offerings in stores
Culturally Responsive Solutions
To bridge these gaps, retailers must adopt inclusive strategies:
- Inventory Localization: Label products by cultural names (e.g., “Camarones Secos [Mexican Dried Shrimp]”) and segment sections into subcategories (e.g., “South Asian – Indian, Pakistani, Bangladeshi”)
- Affordability Initiatives: Subsidies for staples like catfish (Southern U.S.) or frozen sardines (Filipino/Caribbean), and expanding SNAP/EBT eligibility
- Education & Training: Host cooking demos with cultural ambassadors (e.g., Haitian chefs preparing conch) and provide multilingual recipe cards (e.g., Bengali macher jhol)
- Supply Chain Partnerships: Collaborate with ethnic distributors (e.g., Thai pla tu suppliers) and Gulf Coast fisheries for fresh, culturally relevant seafood
To determine appropriate offerings, use:
- Data Analytics: Analyze purchase history and regional demographics
- Community Engagement: Partner with cultural organizations and conduct in-store tastings
- Competitor Analysis: Study ethnic markets to identify local demand
- Seasonal & Religious Offerings: Stock fish for Lent, Chinese New Year, and Ramadan
- Cross-Cultural Appeal: Highlight dishes like ceviche or grilled fish that attract diverse shoppers
Market Opportunities
- Digital Engagement: TikTok/Instagram campaigns for quick recipes (e.g., 15-minute Korean jjigae)
- Subscription Boxes: Pre-portioned ingredients for dishes like Brazilian moqueca or Nigerian grilled tilapia
- Niche Product Lines: Pre-marinated jerk snapper (Caribbean) or frozen meal kits for Indian Goan curry
- Enhanced Merchandising: Bilingual signage, in-store cooking demos, and specialty seafood sections
Meeting Challenges
Retailers can overcome obstacles by:
- Investing in Supplier Partnerships: Prioritize vendors specializing in global imports
- Staff Training: Educate employees on handling and preparing culturally significant seafood
- Targeted Marketing: Use social media and influencer partnerships to highlight cultural traditions
- Seasonal Stocking: Align inventory with holidays like Easter (mojarra) and Ramadan (halal seafood)
By addressing affordability, improving supply chains, and investing in cultural education, businesses can foster inclusivity and tap into a rapidly growing market. Recognizing the uniqueness of Haitian lambi, Bangladeshi shorshe ilish, and Gullah crab rice ensures these traditions thrive for generations.
References
- Rosenberg, M. et al. (2022). “Seafood consumption patterns and preferences across diverse racial and ethnic groups in the United States.” Appetite.
- Selig Center for Economic Growth. (2021). Multicultural Buying Power Report.
- USDA Economic Research Service. (2023). Food Access and Affordability in Minority Communities.