McCormick makes a move on the seafood counter. (What's New).

McCormick & Co. is applying some spice to the seafood department with its new Fresh Starts value-added program, which includes specially developed marinades and seasoning blends.

"Retailers, and especially the perishable areas of supermarkets, are always looking for new and exciting items and programs to help them add value to their sections. Fresh Starts injects excitement into the fresh seafood section to help kick-start sales and provide consumers with consistent, high-quality convenience," says brand manager Marjie Laurent.

More than 40 million households are now preparing seafood at home at least once a month, according to McCormick. Yet the many customers who buy seafood at supermarkets are often unsure how to prepare it.

Fresh Starts is designed to give customers new inspiration, while remaining flexible for supermarket operators, Laurent notes. "Retailers can participate in any portion of the program they want. They can offer pre-seasoned self-service entrees in carry-out trays, or they can offer top-of-the-counter flavors for adding at time of purchase." McCormick's trial-size seasoning packets and marinades are available for customers who want to try the products at home.

The full line of 12 marinades and seasonings includes Bayou Cajun, Caribbean Island Blend, Garlic Herb, Ginger Teriyaki, and Sweet Basil and Lemon. Laurent says some of her favorite seafood combinations are Bayou Cajun on Catfish, Old Bay on Shrimp, Honey Mustard on Salmon, and Ginger Teriyaki on Tuna.

The program is being rolled out at supermarkets nationally. To help retailers get started, McCormick offers an operations manual, training video, and seminars conducted by its sales associates. Point-of-sale materials are available.

For more information, visit www.mccormick.com or call (800) MEAL-TIP.