Oil Spill Disasters

Seafood sellers serve up celebs to swell sales

Investors Business Daily |

In Brief...

Whether it's East Coast swordfish, Alaska king crab or Louisiana shrimp, seafood sellers have their own hook to pump up sales: Swordfish sales soared at the Hannaford supermarket chain when the fish was promoted as being caught by Linda Greenlaw, a well-known Maine boat skipper featured on the Discovery Channel reality show "Swords: Greenlaw, who lives on Isle au Haut island off Maine, earned renown in the 1990s after being featured in the best-selling book "The Perfect Storm" and the blockbuster movie of the same name. America's only female swordfish captain, Greenlaw has written several books and been featured on a Discovery Channel series the past two years.. In a promotion from September into this month, swordfish caught by Greenlaw's boat was sold in more than 170 Hannaford supermarkets in Maine, Massachusetts, New Hampshire, New York and Vermont, as well as in restaurants in New England and New York City, and as far away as Florida, the Virgin Islands and Las Vegas.. Linda Bean, the granddaughter of L.L. Bean, founder of the Maine-based outdoors outfitter that carries his name, owns the Linda Bean's Perfect Maine Lobster Roll chain with six restaurants in Maine, and others in Massachusetts, Florida and the Virgin Islands.. Swordfish sales at Hannaford stores grew sharply during its Greenlaw swordfish campaign, which ended this month. The chain promoted Greenlaw in ads, on its website and with in-store promotions.. The fish sold fast because consumers knew that it was caught off the East Coast, on the Grand Banks off Newfoundland, using sustainable fishing practices rather than from some faraway place halfway around the globe using environmentally poor fishing techniques, Greenlaw said..

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