Gorton’s of Gloucester Mails a Holiday Book

The Gorton’s fisherman has been a long-time staple in your supermarket’s frozen-food section. The same company that brought you the old salt and his famous frozen fish sticks—Gorton’s of Gloucester—last week mailed an 18-page holiday catalog to an unspecified number of prospects, according to Nancy Peterson, senior marketing manager.

The book sells caviar, shrimp, mussels, and live lobsters as well as clam chowder and lobster bisque. Prices range from $15.99 to $199.99.

Gorton’s unveiled a Website in August 2003, says senior marketing manager Nancy Peterson, but after a disappointing holiday season last year “we came to the conclusion six months later that we really needed to be doing a catalog to spur sales,” she says. The average order value on the Website is about $100, she says.

Using Ridgefield, CT-based list firm D-J Associates, Gorton’s culled names for its holiday book from the lists of about 20 gift catalogs and other specialty premium food catalogs.