Seaview Crab Company: A Lesson in Success
The iconic Marstellar Market — home base for Seaview Crab Company. Photo credits to Wilmington & Beaches.
Nestled a few blocks from the heart of downtown Wilmington, you’ll find a lowset, bright blue building; above the door, offset in black, a sign reads ‘Seaview Crab Company.’ While it looks like any one of the city’s numerous seafood establishments, step inside and you can tell something is different about this place. Stroll in on any given day and you find a bustling ecosystem at work: fishmongers expertly carving 3-foot long mahi-mahi, lunchtime patrons ordering fish tacos and po’ boys at the deli counter, and everywhere around you, staff and customers chatting away. You’ll overhear what the latest local catch is, the best way to prepare shrimp at home, substitution recommendations for recipes, and more amongst the constant low hum of conversation. At the center of it all is Nathan King, one of Seaview Crab Company’s three founders.
From left to right: Nathan King, Sam Romano, and Joe Romano — the founders of Seaview Crab Company. Photo credits to Wilmington Today.
This building, Marstellar Market, is only one of Seaview Crab Company’s seven locations, and taking it all in you’d be hard pressed to believe this all started over 15 years ago with three childhood friends selling blue crabs from a roadside tent. It’s been a long road, but King and his fellow co-founders – brothers Sam and Joe Romano – have expertly navigated it. We recently sat down with King to discuss Seaview’s strategy for success and how these can be applied to other farming and fishing operations.
The saying goes that here’s plenty of fish in the sea…but not everyone has a boat. In addition to having seasonal limitations like any other harvest, seafood is, rather uniquely, geographically locked to coastlines. These constraints create inland “seafood deserts” where fresh, quality seafood scarcer the further you travel away from the coast. However, this void presents an opportunity for companies like Seaview: the further a product must travel, the higher the selling point and, therefore, the profit. As demand for fresh seafood grows throughout the state, fishers and retailers must prioritize their most profitable markets, which is increasingly becoming inland communities willing to pay premium prices for local seafood.
The first thing you see stepping into Seaview: fresh, local seafood. Photo credits to Hannah Glen.
But how did Seaview discover this developing market? A keen eye was a crucial part of the process, King says, as regularly reviewing revenue allowed the company to note which markets were performing best. Fresh or prepared products? Online or in-person sales? Local or inland markets? Analyzing these trends allows the company to gauge which markets are profitable and worth pursuing or, alternatively, which need to be reduced or eliminated. In Seaview’s case, this means they have decided to shift a portion of their resources to inland markets and now offer state- and even nationwide shipping.
One of Seaview’s strengths is its focus on personal working relationships, King says. While the company catches most of its crabs, it works closely with local fishermen – many of whom they have been collaborating with for years – to supply customers and retailers with fresh, local NC seafood. Doing so not only honors customers’ desire for local seafood, but also keeps money within the community, thus allowing local fishers to continue their trade, which, in an aging industry, isn’t always a guaranteed outcome.
This emphasis on consumer relations has earned Seaview a place in the Wilmington community; “People do not come just for the seafood,” King says, “but also to consult with our staff.” Speaking with experienced fishmongers is invaluable for novice and veteran cooks alike, especially if customers are afraid of under- or over-cooking fish – a notoriously finicky protein. This trust between staff and customer creates an environment where customers are encouraged to share feedback, leading to new opportunities for innovation at the company. Thanks to customer feedback, Seaview has started to offer more prepared foods like seafood spreads and chowders, thus opening another stream of revenue.
Catch of the day, including red snapper, tiger grouper, and mahi-mahi. Photo credits to Hannah Glen.
When asked how the company keeps in touch with customers, King listed a variety of strategies. Aside from engaging with customers in-person, the company maintains a strong digital presence on its website, Facebook, Instagram; through these and email listservs, customers receive weekly updates highlighting offerings and sharing local seafood stories. While different strategies work for different operations, King recommends prioritizing digital platforms over billboards and newspaper ads, saying; “[online platforms] offer us immediate feedback that tells us how well our current and potential customers are engaging with advertising.” That being said, it’s always a good call to keep a few mainstays – Seaview readily takes orders over phones for customers who lack access or are uncomfortable using technology.
Finally, If you have staff, King highly recommends investing in. Depending on your operation this could look like a lot of different things: giving time off to attend conferences or workshops, scheduling regular check-ins, hosting upskilling and mentorship programs, and much more. “We want to provide growth opportunities to our team because it is important for the team to grow with the company. Our growth is dependent on their attitudes and capabilities.” Staff that are happy and well-trained to interact with customers mean higher customer satisfaction and therefore customer loyalty.
It’s taken over 15 years and a considerable amount of hard work to transform a 10’ x 10’ roadside tent into a cornerstone of the Wilmington community, but as Seaview Crab Company demonstrates, such success stories are possible. And King’s final bit of advice?
“[Don’t be] afraid to lose some money to find the right approaches.”
