Professional Profile
Howard M. Johnson


EXPERIENCE OVERVIEW
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 30 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.


INDUSTRY EXPERTISE

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


SCOPE OF EXPERIENCE

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


BUSINESS/PROJECT TRAVEL

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.


PUBLICATIONS
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.



AFFILIATIONS
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



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



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



SEMINARS/WORKSHOPS
  • Consumer trends
  • Seafood packaging
  • New product development
  • Retail marketing
  • Marketing plan development
  • Strategic planning
  • Aquaculture production
  • Value-added seafood
  • New processing technology


PRESENTATIONS
January, 2007. Seafood Trends 2007 Seafood Choices Alliance Seafood Summit, Jacksonville, Florida
March 1998-2007. Speaker and Moderator, various seafood-related panels International Boston Seafood Show
October, 2005. The Opportunity for Aquaculture in Meeting the Growing Global Demand for Seafood 2nd International Sustainable Marine Fish Culture Conference and Workshop, Harbor Branch Oceanographic Institution, Fort Pierce, Florida
May, 2005. Future Global Seafood Demand and the Opportunity for Sustainably Produced and Certified Aquaculture Products World Aquaculture 2005, Bali, Indonesia
December, 2004. Marketing Opportunities for Shellfish Aquaculture Shellfish Aquaculture Conference, Anchorage, Alaska
October, 2004. Future Seafood Demand: A Global Perspective Farming the Deep Blue Conference, Limerick, Ireland
November, 2003. State of the Industry Address Conference on Marine Aquaculture, Pacific States Marine Fisheries Commission, Seattle, WA
October, 2003. Seafood Vision 2020 National Fisheries Institute Annual Meeting, Long Beach, CA
March, 2003. Seafood Markets in 2020 Maine Fishermen's Forum, Rockland, ME
February, 2003. Opportunities and Obstacles for Domestic Aquaculture in Meeting Future U.S. Seafood Demand Arkansas Aquaculture Convention, Hot Springs, AR
November, 2002. Consumer Perspectives on Fish Farming USDA Joint National Aquaculture Program Planning Workshop, St. Louis, MO
June, 2002. Farmed Wolffish Marketing Issues and Opportunities Wolffish Culture Workshop, Rimouski, Quebec, Canada
April, 2002. Swimming with the Tide: Using Farmed Products to Compete National Fisheries Institute Spring Conference, Tampa, FL
March, 2002. Can Retail Seafood be Profitable? International Boston Seafood Show, Boston, MA
October, 2001. Salmon Demand Developments in the U.S. Seafood Market Rabobank International Salmon Conference, Puerto Varas, Chile
November, 2000. Seafood Industry Overview Aquaculture and Fisheries Marketing Workshop, Newfoundland Aquaculture Industry Association and the Marine Institute, Memorial University of Newfoundland, St. John's, Newfoundland, Canada
July, 2000. Retail Seafood: A New Paradigm International Institute of Fisheries Economics & Trade, Oregon State University, Corvallis, OR
April, 2000. Seafood Success 2000: Spartan Stores Inc., Grand Rapids, MI
January, 2000. Judge: Symphony of Seafood Alaska Fishery Development Foundation, Anchorage, Alaska
March, 1999. Aquaculture Summit, Salmon Summit: Boston International Seafood Show, Boston, Massachusetts
February, 1999. Joint-Venture Opportunities. 12th Indian Seafood Trade Fair, New Delhi
July, 1998. Value-Added Market Opportunities for Small and Medium Scale Businesses. 2nd International Conference On Recirculating Aquaculture Systems, Roanoke, Virginia
March, 1998. The Shrimp Summit: Boston International Seafood Show, Boston, Massachusetts
March, 1998. The Salmon Summit: Boston International Seafood Show, Boston, Massachusetts
November 1997. Marketing Strategies For Re-Vitalizing the U.S. Seafood Industry: 42nd Atlantic Fisheries Technology Conference, Newport, Rhode Island
October 1997. The Global Seafood Market: Opportunities & Obstacles: Annual Conference, Alaska World Trade Center, Anchorage, Alaska
September, 1997. 2nd Shrimp Summit: The San Francisco Seafood Show, San Francisco, California
March, 1997. The Shrimp Summit: The Boston International Seafood Show, Boston, Massachusetts
February, 1997. Developing and Marketing Value-Added Seafoods:World Aquaculture '97, Seattle, Washington
March, 1996. The U.S. Seafood Market, Trends and Opportunities: U.S. Department of Agriculture/U.S. Food & Drug Administration Seafood HACCP Regulatory Workshop, Cochin, India; Jakarta, Indonesia; Manila, Philippines.
February, 1996. Major Seafood Myths and The Marketing Implications: Northwest Fisheries Association, Seattle, Washington
February, 1996. Aquaculture Marketing: Aquaculture America, Arlington, Texas
January, 1996. Global Seafood Trends: World Aquaculture '96, Bangkok, Thailand
September, 1995. Value-Added Salmon in the United States: International Seafood Conference, Anchorage, Alaska
May, 1995. The U.S. Salmon Market: Issues and Opportunities: Norwegian Salmon Growers Conference, Bergen, Norway
February, 1995. Value-Added Opportunities for Aquaculture: World Aquaculture Society, Aquaculture '95, San Diego, California
February, 1995. Creative Marketing Strategies for Small Companies: World Aquaculture Society, Aquaculture '95, San Diego, California
November, 1994. The Major Trends That Will Shape the Seafood Industry: National Fisheries Institute National Convention, San Diego, California
October, 1994. Consumer Trends: Food Marketing Institute, Seafood Conference, Chicago, Illinois
November, 1993. Consumer Seafood Research: Annual Convention, National Fisheries Institute, Washington, D.C.
Spring, 1993. Generic Seafood Marketing: National Fisheries Institute. Scottsdale, Arizona