On the weekend, I was speaking to a nice man in the fishing industry. He invests in different operations. I said I didn’t know much about the industry or even about the key players within the industry, save for Fins Seafood.

“Yes,” the man said. “They are one of the leaders in the field.”

According to their website, they are a nationally awarded, socially conscious seafood supplier that partners with the best fishers and farmers in Western Australia, so they can offer chefs, wholesalers, and customers a high-end product with an easily traceable ocean-to-plate story.

They don’t have the best website or the biggest marketing budget, but they do have best story. In turn, the best chefs in the state use their fish and all the forward-thinking millennials in my local community choose to buy from them.

I believe they could do even better if they improved their marketing, but the point is: When a good story is built into the company and offering, you don’t need the biggest marketing budget.

Your offering will attract the right people and spread by virtue of who you are, not what you say.

Hi. I’m a copywriter and brand message strategist for hospitality, farm, food, and drink businesses who want to tell a better brand story.

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