Fish Factor: Alaska crab marketers pushing message that "It's what's on the inside that counts"  to encourage their customers to put appearances aside

“It’s what’s on the inside that counts” is the message Alaska crab marketers are pushing to their customers, encouraging them to put appearances aside.

“We’re telling them to Get Ugly,” said Tyson Fick, executive director of the trade group, Alaska Bering Sea Crabbers, speaking of the new campaign launched last week in partnership with the Alaska Seafood Marketing Institute at the big Seafood Expo in Boston.

The promotion showcases Alaska crabs with darker, discolored or scarred shells or adorned with barnacles, that may be less appealing to shoppers.

“It’s the initial step in the campaign to...