great lakes news from upwellings - michigan sea grant · and sustaining our great lakes fishes and...

upwellingsGREAT LAKES NEWS FROM

MICHIGAN SEA GRANT COLLEGE PROGRAM

V O L U M E 2 6 | N U M B E R 3 | O C T O B E R 2 0 0 3

Marketing Great Lakes

Whitefish

upwellings Volume 26 | No. 3 | October 2003MICHIGAN SEA GRANT www.miseagrant.umich.edu2

Cover: Illustration by Emily Damstra

An upwelling occurs in a lake or ocean when strong,steady winds push warm in-shore surface water awayfrom shore causing colder, nutrient-rich water to rise.

Upwellings is published quarterly by the Michigan SeaGrant College Program, a cooperative program of theUniversity of Michigan and Michigan State Universitythat supports understanding and stewardship of theGreat Lakes. Michigan Sea Grant is funded by theNational Oceanic and Atmospheric Administration(NOAA) and the State of Michigan.

Suggestions for articles or editorial correspondenceregarding this or future issues of upwellings arewelcomed.

Joyce Daniels, Managing Editor(734) [email protected]

Dave Brenner, Senior Graphic Artist(734) [email protected]

Elizabeth LaPorte, Communications Director(734) [email protected]

For a subscription, call (734) 764-1118or visit the Michigan Sea Grant Web site:www.miseagrant.umich.edu

When reprinting material, please give credit to"Upwellings, a publication produced by Michigan SeaGrant" and send a copy to:

UpwellingsMichigan Sea Grant College Program401 E. Liberty, Suite 330Ann Arbor, MI 48104-2298

upwellings

Michigan State University and the University of Michiganare equal opportunity/affirmative action institutions

MICHU#03-802

In the context of Great Lakes fisheries, wehear the word “stakeholders” often. Yetevery now and then, it is necessary toreflect on who these people are and whythey are important.

In Michigan, Great Lakes fisheriesstakeholders include everyone with acommon vision of protecting, improvingand sustaining our Great Lakes fishes andtheir habitats. This dynamic groupincludes commercial fishermen, chartercaptains, fisheries managers, volunteerleaders and all who are passionate aboutthe fishery. Their diverse interests may liein the health and abundance of theirfavorite game species, the economicramifications of changes in the fishery, orthe overall sustainability of the GreatLakes ecosystem. All have a vestedinterest—something at stake—personally,ethically and economically.

This issue of upwellings sheds light onsome of the issues faced by one particulargroup of stakeholders—Michigan’scommercial fishermen. In addition tofishing, many must now consider ways tomarket and sell their product to make aliving. Marketing in its purest sensemeans identifying and solving customer(or stakeholder) problems profitably. Astraditional markets for lake whitefishevolve, along with consumer knowledgeand preferences, the “profit” is anecologically sustainable and economicallyviable fishery. “Marketing Great Lakes

Whitefish” explores some of theseindustry challenges as well as the creativeideas and actions now emerging.

In September, another group of Michigan’sGreat Lakes fisheries stakeholdersattended Sea Grant’s Great Lakes FisheriesLeadership Institute during sessions heldthroughout the state. More than a year inplanning, the institute builds on therecognition that fisheries stakeholders arecritical components of the managementprocess. Sessions are designed to educatetomorrow’s fisheries leaders about thebiological fundamentals, politicalcomplexities and overall management ofthe world’s greatest freshwater fishery.

Among the curriculum material used atthe institute is the recently revisededition of The Life of the Lakes: A Guide tothe Great Lakes Fishery. The bookchronicles the role of our fishery andaquatic professionals in understandingand managing a wide range of issues. Thebook is a wonderfully comprehensive andholistic examination of the complexity ofthe Great Lakes fishery and the criticalrole of its many diverse stakeholders.

A Common Purpose

William Taylor, Ph.D.Michigan Sea GrantAssociate Director

George Carignan, Interim DirectorPhone: (734) 615-4084Email: [email protected]

William Taylor, Associate DirectorPhone: (517) 353-0647Email: [email protected]

Jennifer Read, Assistant DirectorPhone: (734) 936-3622Email: [email protected]

John Schwartz, Extension Program LeaderPhone: (517) 355-9637Email: [email protected]

Michigan Sea Grant Management Team

upwellings Volume 26 | No. 3 | October 2003 MICHIGAN SEA GRANT www.miseagrant.umich.edu 3

Consensus Critical in DevelopingGreat Lakes Restoration Plan

A diverse range of attendees, including researchers, resource managers and industry representatives, participated in aworkshop titled “Restore the Greatness.” Here, participants generate ideas on Great Lakes restoration priorities andadvice on implementing a large-scale, comprehensive plan. Pictured from left are George Kuper, Joseph DePinto, JoeKautz, Eugene Stoermer, Bob Kavetsky and James Zavislak.

Team effort will be a critical factor asmembers of the Great Lakes communitywork to identify and secure funding forGreat Lakes restoration activities, notedKen DeBeaussaert, Director of theMichigan Office of the Great Lakes, duringopening remarks at a September workshopheld at the University of Michigan.

“The Great Lakes unite us as few issuescan,” said DeBeaussaert. “It’s time we inthe Great Lakes develop clear priorities,speak with one voice and seek funding toaccomplish goals.”

DeBeaussaert was one of several speakerswho addressed more than 80 workshopparticipants. Following opening remarksand presentations on fisheries, invasivespecies, pollution clean up and preventionand sustainable resource use, participantsdivided into groups to identify the mostpressing Great Lakes issues.

Each group identified five restorationpriorities and developed advice forimplementing a large-scale restorationplan. Among the many topics discussed atthe workshop were the continuingproblem of invasive species, the need forpollution control from point and non-point sources, coastal habitat alteration,land use trends, the need for watershedhealth and management, the importanceof public awareness of Great Lakes issuesand the value of grass roots activities.

Developing priorities will help to ensurethat resources are allocated efficientlyand effectively, said Michigan Sea GrantInterim Director George Carignan.

“This regional upwelling of interest hasbeen complemented by federal legislativeproposals in both houses of Congress,” saidCarignan. “More generally, there’s a growingsense in the region and the nation that thetime is right for initiating a comprehensive,coordinated approach to the restoration…of the Great Lakes system.”

The workshop was sponsored by the Stateof Michigan Office of the Great Lakes, theGreat Lakes Commission and Michigan SeaGrant. Funding was provided by theNational Sea Grant Program through agrant to the Great Lakes Commission andby the School of Natural Resources and theEnvironment at the University of Michigan.

Results of the workshop will be compiledand used to advise and assist indeveloping science-based restorationpriorities in a comprehensive, region-wideeffort led by the Council of Great LakesGovernors. Similar workshops will beorganized in the other Great Lakes states,the provinces of Ontario and Quebec inpartnership with the other Great LakesSea Grant programs and governors’ offices.

For more information, contactJennifer Read at (734) 936-3622or email [email protected]

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For commercial fishermen Ron and Ted Thill, harvesting aton of lake whitefish every week from Lake Superior isonly part of the job. Selling their product is the other. AtThill’s Fish House in Marquette, the brothers are quick topromote the mild-tasting fish to their customers, andthe informal marketing pays off; lake whitefish accountfor 70 percent of their local sales. “We’ve always pushedwhitefish, says Ted Thill. “We’ve converted the peoplewho used to eat lake trout.”

Outside Michigan, however, selling lake whitefish is noteasy. Traditional wholesale markets, formerly the backboneof the industry, are limited, and prices for fresh, dressedlake whitefish—which can typically range anywhere from45 cents to $1 per pound—are currently on the low end ofthe scale.

The situation has some in the industry taking some creativeapproaches to promoting and marketing Great Lakeswhitefish, Michigan’s biggest commercial catch.

WHITE F I SH I L LUSTRAT ION BY EMI LY DAMSTRA

As traditional marketsevolve, new ideas emerge By Joyce Daniels

“We have a great product. It just hasn’t beenmarketed,” says Forrest Williams of the Michigan FishProducers Association, which represents 50 to 60 state-licensed fishermen. “We have a regional market but nota national draw.”

Traditional MarketsFor years, explains Williams, dressed lake whitefish fromMichigan was packed on ice in 50-pound boxes andshipped to Detroit, New York and Chicago. But, he says,these traditional markets have become less profitable inrecent years for many reasons. Williams notes that strongcommercial fishing competition within and outside of thestate has resulted in an abundance of fillets on themarket, causing depressed prices.

Lake Huron commercial fisherman John Gauthier agrees."I'm getting about the same amount per pound ofwhitefish as we were about 40 to 50 years ago but myexpenses are higher," says Gauthier of Gauthier &


Spaulding Fisheries in Rogers City.Gauthier attributes the competition toCanadian wholesalers and distributors thatmarket a high-volume and benefit from afavorable exchange rate.

Others cite changing markets as asignificant factor. Historically, a substantialamount of lake whitefish from Michigan wassold at the Fulton Fish Market in New York,several blocks from the site of the WorldTrade Center. After the events of September11, 2001, the market temporarily closed,and some say it has never fully recovered.

Other industry experts cite theavailability of farm-raised species suchas salmon and talapia from places as faraway as Norway and the Mediterranean.These fish alternatives may be competingwith lake whitefish.

Great Lakes is to start by standardizingquality. Pistis along with colleague RonKinnunen and others are exploring thepossibilities.

“We’re looking at a quality assuranceprogram,” says Kinnunen, who has workedwith many fish processors to adopt federalHazard Analysis and Critical Control Point(HACCP) standards to ensure productsafety. “Any kind of label would have tocarry some weight with it.” High quality,he explains, depends on many factorsincluding the length of time before fishare put on ice and how they’re processed.A third-party certification system atselected processing plants could involve ascreening process, says Kinnunen, toselect only top quality lake whitefish.

Gauthier & Spaulding Fisheries crew members offload 3,000 pounds of lake whitefish caught from Lake Huron. Fish handling and processing have a big impact on quality, notesJohn Gauthier: "Our fish is packed on ice right out of the water and filleted the same day. Our fillets are as fresh as you can get."

This combination of issues presents achallenge for those in the industry—howto increase the public’s knowledge oflake whitefish, create new marketsoutside of the Great Lakes region andraise market value.

“We have to move away from lakewhitefish as a commodity and movetoward lake whitefish as a brand,” saysMichigan Sea Grant Extension Agent ChuckPistis. “We need to create a marketplaceidentity for Great Lakes whitefish—abrand image that differentiates GreatLakes whitefish from other products.”

A Brand NameThose in the industry know that lakewhitefish quality can vary depending onmany factors. One way to create a brandlabel identifying lake whitefish from the

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Some in the industry say this consistentquality would be too hard to maintain.Others say a label and its associatedquality standards are just what’s neededto spur consumer demand beyond thetraditional Great Lakes markets. The ideais a good one, says Williams. “Peoplerecognize Maine lobster; we need to getthe same recognition for Great Lakeswhitefish.”

Select MichiganIn the meantime, some Michigan fishproducers have already begun to markettheir products within the state bypromoting the link to Michigan.

It’s important to promote Michigan fishproducts to Michigan-based grocers, saysJamie Massey, owner of the ClearwaterFishermen’s Cooperative in Moran. Masseyhas been working with the MichiganDepartment of Agriculture to begin using aSelect Michigan label on the Cooperative’sfrozen lake whitefish fillets.

The Michigan connection also strikes achord with many consumers. According toa study conducted in 2000 and the resultsof Michigan Department of Agriculturefocus groups, 75 percent of Michiganconsumers would be more likely to buy afood product if they knew it was eithergrown or processed in Michigan.

To begin using the label, says Massey,several retail requirements had to be metincluding bar-coding and other capabilities.Massey made the first retail shipment toWal-Mart in mid September.

“It’s the first big step that the industryneeds to take,” says Massey, explaining thatthe boneless, frozen, vacuum packed filletsare a “value-added” product. Value-addedstrategies include any number of marketingor processing methods that enhance thevalue of a product—and its economicreturn. In this case, the frozen fillets areessentially ready to cook, says Massey:“It’s what people are looking for now.”

A customer at Whole Foods Market in Ann Arbor browsesthe display of fresh fish. According to Michigan WholeFoods Marketing Director Susan Bellinson, a qualityassurance label identifying Great Lakes whitefish "is avery good thing, from the perspective of educatingcustomers and marketing the product."

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For her part, Jill Bentgen agrees. Inaddition to her retail outlet, she alsoowns a fish processing operation andsupplies fresh whitefish fillets daily to anumber of local stores and restaurantsincluding the Grand Hotel on MackinacIsland. These clients are critical, she says,because they also purchase the smokedproducts. “The fresh fish part of thebusiness is still the largest part of thebusiness,” says Bentgen. “You need acritical mass of fresh fillets to market theother products.”

For more information, contact MichiganSea Grant Extension Agents:

Chuck Pistis at (616) 846-8250or email [email protected]

Ron Kinnunen at (906) 226-3687or email [email protected]

or catering businesses, which are alsoconsidered value-added strategies becausethey deal directly with consumers.

Lake Superior fisherman Ralph Wilcoxagrees that value-added strategies andhigh quality fish are critical in today’seconomic climate. Wilcox divides his timebetween fishing Whitefish Bay for herring,lake whitefish, trout and chubs andpreparing a portion of his catch forcustomers at his family’s business,Wilcox’s Fish House and Restaurant, justwest of Brimley. In June, the restaurantmarked its tenth anniversary.

These types of business ventures can beconsidered “direct marketing as opposedto selling to a wholesaler,” explainsMichigan Sea Grant’s Chuck Pistis.“Instead of being a supplier, producersmove up the ‘economic food chain’ andderive more value from their labors.”

However, Pistis notes, stimulatingconsumer demand for Great Lakeswhitefish—within and outside thestate—is still critical.

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Fresh, vacuum-packed whitefish fillets are a value-added product produced by Mackinac Straits Fish Company.

Hors d’oeuvres Anyone?Consumers are also looking for somethinga little different. For Jill Bentgen of theMackinac Straits Fish Company in St.Ignace, the value-added concept spurredher to develop a line of specialtyproducts. Bentgen, who worked in foodproduct development for Proctor &Gamble, began her research in the early1990s by asking two questions: What arethe barriers that prevent people fromeating fish? If these barriers can beovercome, would people eat more fish?

“The answer is yes,” says Bentgen. “Theywill if the quality is consistent, and theproducts are convenient. Everyone wantsready-to-eat, fully cooked products.”

Whitecaps Spread—a blend of whitefish,cream cheese and traditionalseasonings—tops the list of thecompany’s most popular smoked fishproducts, followed by Lake Links (fullycooked and seasoned whitefish sausages)and smoked Lake Trout Spread. InMichigan, the products can be found inmany retail outlets including Whole FoodsMarket and American Spoon Foods.

Other types of fish processing that addvalue to a product might include specialpackaging that make fish easier to use oradding flavors “so customers don’t haveto mix marinade,” says Bentgen.

A number of Michigan fish processors alsoown their own retail outlets, restaurants


The first Great Lakes Sea Grant FisheriesLeadership Institute workshop in Michiganwas held recently in Alpena.

Participants heard presentations from avariety of fisheries experts about issuesrelated to fisheries management such asstocking and aquatic nuisance species,and challenges related to commercialfishing, charter and sport fishing.

“The workshop gave a well-roundedoverview of current fisheries issues,” saidMichigan Sea Grant Extension ProgramLeader John Schwartz. “Participantslearned about fisheries from amanagement perspective as well as abusiness perspective.”

A field trip to the Alpena docks markedthe highlight of the first day asparticipants watched commercialfisherman John Gauthier and his crewunload thousands of pounds of freshwhitefish netted that morning. Gauthier,whose business has a research license andassists the Michigan Department ofNatural Resources (MDNR), was among thelocal experts who gave presentations.

Workshop participants ranged inbackground from educators to fisheriesorganization leaders who came fromaround Michigan.

The Lake Huron institute meeting was thefirst to be conducted in Michigan andsponsored by Michigan Sea Grant. It is oneof several sessions presently taking placein each Great Lakes state. Additionalsessions of the institute are scheduledthroughout the fall and into January.For more information see:www.greatlakesseagrant.org

The institute is funded by two grants fromthe National Sea Grant program forcurriculum development and conductingthe pilot institute sessions.

The Next GenerationUpcoming fisheries leaders learn about Lake Huron

All meeting materials, curriculum, andresources are provided by organizationsincluding the Great Lakes Sea GrantNetwork. The Life of the Lakes bookletand poster provided participants withhistorical, ecological and managementinformation about the Great Lakesfisheries. (See page 9.)

Additional institute educationalcomponents created by Michigan SeaGrant address commercial fishing andinstitutional arrangements.See www.miseagrant.umich.edu/fisheries

Jim Johnson (above), manager of the MDNR fisheriesoffice, discusses fisheries management issues withworkshop participants. Brandon Schroeder (right), MSUFishery and Wildlife graduate student, is coordinatingthe meetings in Michigan. Schroeder's work with theinstitute includes a survey of participants’ experiences.

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Ancient sturgeon, walleye, laketrout and a host of other Great Lakesfish play a starring role in a newpublication chronicling the evolutionof Great Lakes fisheries.

The revised edition of The Life of theLakes: A Guide to the Great Lakes Fisherytakes readers on a dramatic journey thatbegins when glaciers retreat from theregion and settlers sharpen their spears tohunt lake sturgeon and northern pike.Chapters include the ecology of the GreatLakes, history and current status of GreatLakes fisheries and an in-depth discussionof future management issues.

“This latest edition of The Life of theLakes is a wonderfully comprehensiveexamination of the complexity of theGreat Lakes fishery,” says Dr. WilliamTaylor, Associate Director of MichiganSea Grant. “Its holistic approach inidentifying the opportunities andchallenges that our fisheries resourcesface is vibrantly depicted.”

Title: The Life of the Lakes: A Guide tothe Great Lakes Fishery

Authors: Shari Dann and Brandon Schroeder

Pages: 56

Produced by Michigan Sea Grant

The Life of the LakesChanges in Great Lakes fisheries reflect history of the region

As the drama unfolds, an assortment ofsocial, technological and environmentalchanges converge at various times to alternative Great Lakes fish populations. Thebooklet’s ecosystem approach allowsreaders to see how changes through timehave impacted the recreational andcommercial fisheries of today and set thestage for the future.

The Life of the Lakes booklet is ideal foreducators, resource managers and anyoneinterested in the Great Lakes. Specialfeatures include more than 30 photos, athree-page color diagram and detailedillustrations of Great Lakes fish.

A separate full-color poster shows GreatLakes ecosystem concepts on the frontand a map of the Great Lakes basin on theback with key fisheries information andfacts about native and non-native species.

The booklet and poster were published inSeptember 2003 by Michigan Sea Grantand are available for purchase online atwww.miseagrant.umich.edu/pubs

Additional materials: Full-color 20” x 28”poster with ecosystem diagram, GreatLakes basin map and key fisheriesinformation

Ordering information: (734) 764-1118;email: [email protected]

Publication numbers: MICHU-03-400(booklet) and MICHU-03-401 (poster)


The Michigan Clean Marinas program hasofficially begun with the signing of aMemorandum of Understanding between theMichigan Sea Grant College Program, theMichigan Boating Industries Association(MBIA), and the Michigan Department ofEnvironmental Quality (MDEQ).

The program promotes best managementpractices designed to protect theenvironment and save the state andmarinas money.

“It is prudent for the state to look foropportunities to create cost effectivesolutions that help area businessesprotect and enhance our environment,”says Chuck Pistis, Michigan Sea GrantSouthwest District Extension Agent.

This voluntary program was initiated topreserve and protect Michigan’s GreatLakes and its connecting waterways.

Michigan has 1 million registered boats,more than 1,406 public access sites, 750marinas, 680 marine dealers, 41 boatmanufacturers, and 85 Great Lakes publicrecreational harbors.

The Clean Marinas program is a uniquepartnership among the boating industry,academic institutions and the regulatorycommunity. The targeted membershipincludes marinas, marine dealers, suppliersand related industries, but the program isopen to the entire Great Lakes community.

“The program promotes best managementpractices along with pollution preventionthrough the application of cost effectiveand practical solutions. This leads tooverall reductions in waste generation,increased reuse and recycling, and otherincreased beneficial uses,” says JeffSpencer, MDEQ program coordinator.

Michigan Clean Marinas Program Begins

In support of the program, the MDEQ’sEnvironmental Science and ServicesDivision received support from theMichigan Coastal Management Programand the National Oceanic and AtmosphericAdministration to develop a guidebook onmarinas best management practices andbuffer zone development.

Official program kick-off will be December2003, where the program will beintroduced to the MBIA membership atthe 2003 Recreational Boating Conferenceby MBIA President Van Snider.

For more information, contactChuck Pistis at (616) 846-8250or email [email protected]

The Michigan Clean Marinias program promotes best management practices designed to protect the environment and save money.

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Off the Press

Protect our WatersZebra mussels and other aquatic nuisance species spread rapidlyby clinging to bait buckets and boats. This full-color brochureexplains why these aquatic hitchhikers cause problems andprovides tips on how boaters and anglers can prevent theirtransport.

Exotics ID CardsLearn to recognize and help stop the spread of exotic species withthese full-color, wallet-size identification cards. Each cardincludes a color photo and species information. Great for anglers,resource managers, and educators.

To order these publications online please visit www.miseagrant.umich.edu/pubsor contact Michigan Sea Grant at (734) 764-1118.

Michigan Sea Grant (www.miseagrant.umich.edu) isdedicated to the protection and

sustainable use of Great Lakesand coastal resources. MichiganSea Grant provides Great Lakesscience-based information and

technical assistance to residentsand communities in coastal

regions around Michigan.

Upper Peninsula: Ron Kinnunenemail: [email protected]

(906) 226-3687

Southeast: Mark Breederlandemail: [email protected]

(810) 989-6323

Southeast Urban: Steve Stewartemail: [email protected]

(586) 469-7431

Southwest: Chuck Pistisemail: [email protected]

(616) 846-8250

Northwest(231) 922-4628

Northeast(989) 362-3449

Associate: Mike Klepingeremail: [email protected]

(517) 353-5508

GLERL: Rochelle Sturtevant [email protected]

(734) 741-2287

Michigan State University334 Natural Resources Bldg.

East Lansing, MI 48824-1222(517) 353-9568

University of Michigan401 E. Liberty, Suite 330

Ann Arbor, MI 48104-2298(734) 763-1437

Great Lakes Wetlands PosterFour-color illustrations and photos of wetlands, plants, fish and birds.

Status of Planning and Zoning in Michigan's Great LakesShoreline CommunitiesHabitat fragmentation and loss of coastal wetlands are some of the problems associatedwith unplanned coastal development. This 25-page report presents the results of asurvey mailed to more than 300 of Michigan's coastal communities regarding land usepractices and policies that influence development along the shores of the Great Lakes.

Non-ProfitOrganizationU.S. Postage

PAIDAnn Arbor, MI

Permit No. 144

Michigan Sea Grant College Program401 E. Liberty, Suite 330Ann Arbor, MI 48104-2298

NEW!

The Life of the LakesA Guide to the Great Lakes Fishery

Science, history and management ofGreat Lakes fisheries come together inthe newly revised edition of The Life ofthe Lakes: A Guide to the Great LakesFishery. The comprehensive 56-pagebooklet and poster feature beautifulillustrations, diagrams and photographs.

See page 9 for more information or visitwww.miseagrant.umich.edu

MICHU-03-802

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