Webby-Nominated Branding and Product Design for the World's Most Sustainably Certified Seafood Company
- Branding
- Ecosystem Design
- Strategy
A Category Leader Whose Brand Hadn't Caught Up to Its Certifications · Branding, Product Design, and Ecosystem Strategy as One Platform · Webby Award Nominated 2023
The Situation
Culimer, originally founded in the Netherlands and expanded to the USA in 2020, faced the intricate challenge of not only providing high-quality seafood but also ensuring sustainability and ethical practices throughout the sushi supply chain. The company needed to address increasing consumer demands for transparency, ethical sourcing, and sustainability in the seafood industry, particularly within sushi production.
The Work
- After the
- Odisee adopted a multi-faceted approach to tackle these challenges:
- Superfrozen Technology: By freezing seafood at industry-leading standards of -76 degrees immediately after catch using innovative equipment, Culimer ensured the freshness and quality of sushi ingredients.
- Ethical and Transparent Practices: Culimer set rigorous standards for ethical sourcing, including traceable supply chains and sustainable partnerships, reinforcing their commitment to ethical business practices.
The Outcome
- Cultural and Expertise Infusion: Integrating traditional Japanese sushi culture into their processes, Culimer preserved culinary authenticity while modernizing operations to meet contemporary needs. This approach was complemented by hiring experts with real-world Japanese cultural experience.
- Consultative Approach: Rather than just distributing seafood, Culimer positioned itself as a consultant for sushi programs, offering services like ESG consulting, ingredient audits, and seasonal menu planning to enhance the overall quality and sustainability of sushi offerings.
What this tells you
After the rebrand they have gotten the following recognition. MSC, FishWise, BRCGS, GDST, Global Tuna Alliance, Sea Pact, CASS, SGS, Taste of Japan — nine certifications is a remarkable fact that should be stated explicitly and are still going.
Oddisee’s innovative strategies have significantly impacted the sushi industry, creating a sustainable, transparent, and ethically driven supply chain that meets the highest standards of quality and safety. They have successfully transformed their clients’ sushi programs, allowing them to provide world-class dining experiences that are both sustainable and ethical. Culimer’s commitment to sustainability has also positioned them as leaders in the seafood industry, achieving various certifications and recognitions for their pioneering efforts.
Quote from them
“Our mission to enrich society through food drives every decision we make at Culimer. We aim to transform the global sushi supply chain to be more sustainable and ethical, ensuring that our practices benefit both people and the planet before profit. Our approach has not only elevated the standards of sushi production but also set a new benchmark for sustainability in the seafood industry,” stated the founder of Culimer.
Certificatied
The most sustainably certified fishery in the world. There always more work to be done.
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