Urchinomics
Building a Global Brand from Concept to Profitable Exit
“The task was to introduce a novel concept into competitive markets, assemble teams and infrastructure across countries…”
Background
We collaborated closely with the CEO to transform a disruptive concept into a global business. We built teams, growth strategies, and partnerships that laid the foundation for scale. While active across multiple countries, we led the California launch, positioning it as a strategic hub for storytelling, culinary collaborations, investor engagement, sustainability and media visibility.
Challenge
The task was to introduce a novel concept into competitive markets, assemble teams and infrastructure across countries, secure credibility with investors and the public, validate theories with non-profits, and generate traction through high-profile events, media, and cultural partnerships.
Approach
Teams & Culture
Built cross-functional teams across marketing, finance, operations, and partnerships while shaping a culture rooted in innovation and sustainability.Research & Identity
Conducted deep research to define positioning and designed the brand architecture, personality, and identity that guided communications and stakeholder alignment.Investor Relations
Created strategic narratives that built investor confidence and represented the company at global conferences, private forums, and sustainability summits.Events & Visibility
Led high-profile California activations with Michelin-starred chefs, curated investor and media tastings, and supported global events with NGOs and business partners. Drove PR campaigns that secured global press and documentary features, amplifying awareness and credibility.
Results
We established California as a flagship market, creating a model for expansion into other countries. We designed and built the brand architecture and culture with stakeholders, ensuring consistent identity across markets. Through global events, investor relations, and media visibility, we positioned the company as a cultural innovator and contributed directly to sustained growth and a profitable exit.
Media Mentions
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“The company hopes to eventually flesh out 100 tons of purple urchins a year at Bodega Bay, working with commercial divers to harvest them.”
National Geographic
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“The shucker will open the urchin, clean it out, and you get your urchin with the roe inside — ripe and ready for a drizzle of lime juice or soy sauce. Uni is a richly flavored food and MacDonald says that three purple urchins are likely plenty for a table of five people.”
Smithsonian Magazine
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“Tastes like the sea,” I said. “But with a buttery aftertaste,” said MacDonald.
KQED
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“Nobody can supply consistent product in the urchin market,” MacDonald said.
UC Davis
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“I think that we are only a minor part of the overall solution. We’re actually helping create jobs and helping the local …”
Cronkite News (AZ PBS)
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Shared insights on how regenerative aquaculture can transform ecological challenges into sustainable business opportunities, and how brand storytelling engages consumers and investors in ocean restoration.
The Business of Aquaculture Podcast
