Marketing for Roots and Wings Fish Co.: Storytelling for Small-scale Fisheries as a form of Social Justice

Roots and Wings Fish Co., a Newfoundland-based social enterprise, supports small-scale fisheries through sustainable, ethical practices. With a mission rooted in social justice, the company partners with independent fishers to improve market access, secure fair wages, and preserve Newfoundland’s cultural heritage. Committed to sustainability, healthy nutrition, and social equity, Roots and Wings advocates for fisher dignity and educates consumers on ethical, locally sourced seafood. By engaging a student intern to develop a focused marketing and operations strategy, the company aims to increase brand awareness, build strategic partnerships, and create effective marketing channels to streamline its supply chain. This cohesive, strategic approach aims to strengthen Roots and Wings’ competitive position while advancing its commitment to sustainability and social justice.

Faculty Supervisor:

Carlos Bazan

Student:

Partner:

Roots and Wings Seafood Inc.

Discipline:

Business

Sector:

Retail trade

University:

Memorial University of Newfoundland

Program: