A package of Flying Flag Fishhouse Sea Clam Juice gave me unexpected joy this weekend! My wife, Patty, made dairy-free (one of us has an allergy) clam chowder adapting a recipe from Duke’s in Seattle!
Here is the history of the private label packaging design as I remember!
Several years ago, while working at FSA as a category manager, I had the pleasure of being involved in all aspects of bringing a private label product to market. We already had Sea Clam Juice in Flying Flag brand, but the packaging was, well, very foodservice. I worked with Judy Frackenpohl in Marketing to get the project started. We agreed the seafood packaging could use some sprucing up. We contacted Brad Parker, the SVP of Communications, to get some time from his creative team. Brad assigned Casey Lieb (now Dahnert) to help design the new feel for Flying Flag. Casey came up with the brilliant idea of using an old nautical map for the background.
The clam juice was from Sea Watch and a well-managed fishery, so we used Sea Watch’s “Sustainable Fishery” logo.
In foodservice, canned products sit on a shelf in the pantry of the restaurant. You want items to be quickly and easily identified. The graphics on this package helped it stand out.
So, where did my joy come from? It started when my wife pulled the can of Flying Flag Clam Juice from our pantry. I saw clam juice and knew we had a great dinner ahead of us and with the label, I reminisced on packaging development! When the chowder was ready, I almost thought I was at Duke’s again! If only I had some of Duke’s warm sourdough bread!
I had a request on LinkedIn for the recipe. Duke’s used to give the recipe at the restaurant. Here you go!
1 LB IQF Surf Clams (all natural)
1 1/2 cups clam juice
1 oz. clam base
4 strips bacon (nitrite free)
4 oz. butter
2 cups diced celery
2 cups diced onion
1/2 tsp basil
1 tsp thyme
1/2 tsp marjoram
1/2 tsp black pepper
2 cups diced red potatoes
1/2 oz. garlic
2 tbl parsley
2 tbl dill
4 oz flour
1 1/2 cups milk
2 1/2 cups heavy cream
Blanch diced fresh baby red potatoes in boiling water until tender. Cool & hold separately.
Cook bacon in heavy bottomed saucepan until the bacon begins to crisp. Add butter, onions, celery. Sauté until tender. Add flour, lower heat and cook for 7 minutes at 165 degrees. Mix and dissolve all clam base with clam juice separately. Add clam juice and base mixture. Add dairy products. Add herbs. Heat until almost boiling (185 degrees), blending with a wire whip. Add blanched red potatoes and clams. Simmer for 2 or 3 minutes at 185 degrees. Cool quickly or serve immediately. Taste chowder and realize that you have just made the best Clam Chowder on the planet. Pour yourself a great tasting glass of wine. You deserve it. Enjoy.