Professional Profile
Howard M. Johnson

Mr. Johnson is president of H.M. Johnson & Associates, a seafood marketing and market-research firm based in Jacksonville, Oregon. He is publisher of The Annual Report on the United States Seafood Industry. Mr. Johnson has over 40 years experience in seafood sourcing, sales, marketing, market research and new product development. He has assisted companies and marketing organizations develop marketing plans and strategies and been involved in start-up seafood and aquaculture projects in Southeast Asia, South America, Alaska and the Pacific Northwest. He is an industry authority on seafood consumer research. Mr. Johnson is a frequent speaker at national and international seafood conferences and is utilized as a seafood information source by the New York Times, USA Today, the Wall Street Journal and other leading publications.


  • Seafood Marketing/Merchandising
  • Retail Seafood Sales
  • Market Research
  • Aquaculture Development
  • Consumer Research
  • Strategic Planning
  • Seafood Sustainability
  • Publishing


               H.M. Johnson & Associates, Jacksonville, Oregon
Director, Global Programs
               Sustainable Fisheries Partnership (SFP)
Marketing Director
               Clouston Foods Ltd., Seattle, Washington
Manager, New Products Marketing Research
Marketing Manager, Food Products Division
Aquaculture Marketing Manager
               Weyerhaeuser Company, Tacoma, Washington
               Inter-Oceanic Factors, Long Beach, California
Managing Director
               Asian Seafood Products, Republic of Singapore
Southeast Asian General Manager
               North Star Food Products, Jakarta, Indonesia


Australia, Europe: England, Ireland, Scotland, Norway, France, Belgium, Germany, The Netherlands Asia: Japan, Singapore, India, Indonesia, Vietnam, Malaysia, Thailand, Burma, The Philippines Latin America: Brazil, Chile, Mexico, Africa: Morocco.

The Annual Report on the United States Seafood Industry. © 1993-2007 H.M. Johnson & Associates.
Sourcing Seafood: A Professional's Guide to Procuring Ocean-Friendly Fish and Shellfish U.S. Aquaculture: Marketing Opportunities and Constraints, U.S. Congress, Office of Technology Assessment, 1994.
The Market for Seafood In Greater Los Angeles, Globefish Metropolitan Market Series, Volume 4. Food and Agriculture Organization, United Nations, Rome 1999.

Sustainable Fisheries Partnership Board of Directors
National Fisheries Institute (Regional Director 1996-1998)
National Aquaculture Council
American Tilapia Association
Technical Advisory Board, Marine Stewardship Council
Conservation Committee, Sea Change Investment Fund LLC

Central Washington State University, B.A., Political Science
Executive Development Program, Graduate School of Business, Cornell University

Packaging design and copy, Communications Arts magazine, Pacific Select Smoked Salmon.
Silver Screen Award, Industrial Film Festival, Salmon for All Seasons.

  • Consumer trends
  • Seafood packaging
  • kSeafood Sustainability
  • Retail marketing
  • Marketing plan development
  • Strategic planning
  • Aquaculture production
  • Value-added seafood
  • New processing technology