South Carolina's shrimp industry is hoping that a media campaign will encourage residents to insist on getting the local crop.
Local shrimpers say they have been struggling to make money, partially because of rising fuel costs and partially because of cheaper imports.
Wild American Shrimp spokeswoman Kara Viacrucis told The Beaufort Gazette that more and more boats are starting to close their operations.
But Wild American Shrimp, a shrimping trade organization, and several state groups have partnered to promote local shrimp this summer. Billboards and other promotions are planned along the S.C. coast.
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Restaurant managers say imported shrimp is cheaper, and also available all year long.
In South Carolina, white shrimp season runs from June through August.
Smaller brown shrimp are caught in the fall.