At the event where a synthetic shrimp bait won Best Saltwater Soft Lure honors, Brett Schick’s ICAST booth No. 640 displayed the real deal—literally. Situated at nearly diagonally opposite ends of the show floor from Z-Man Fishing Products, which debuted the PrawnStarZ lure, Schick represented Florida Shrimp Company, an indoor saltwater aquaculture shrimp farm located in Fellsmere, Florida. The company sells a variety of saltwater baits, but the nationally known Blue Magic shrimp logo boldly displayed atop the booth placard spearheads the operation.
“We lay it out there; we show you what we’ve got and if you like it, you like it, and if you don’t, you don’t,” Schick stated. “It’s pretty simple.”
A little gruff, yet authentically engaging, Schick was a one-man trade show band. His downplayed style bespoke a dialed-in businessman who’s as passionate about providing a living for his employees as he is about the product they help him produce.
Throughout our conversation, my mind whispered Bubba Blue’s famous line: “I know everything there is to know about the shrimpin’ business.”
But, as much as I enjoyed that part of the multi-faced Forrest Gump tale, shrimp farming’s a serious undertaking.
Despite this decidedly blue-collar commitment, it’s easy for smaller displays to languish amid the hustle and bustle of the fishing industry’s grand affair. Nevertheless, rooted in reality and fueled by a hard-earned confidence, Schick held his own.
A scheduled visit at the second day’s conclusion proved as much.
CRUSTACEAN STATION
Parked at the intersection of two less-traveled walkways, Schick’s modest booth presented a cooler with frozen natural baits on the facing edge and stacks of business cards next to a big bowl of hard candies on the right side.
Hold on to that sugary thought.
Occasionally catching pieces of Schick’s conversations, I noticed his rugged, gravelly voice, which reminded me of so many long-time watermen I’ve known. Weathered, logical straight shooters with no time for frivolity.
Contrasting the polished, social-media saturated types in sponsor-laden jerseys (nothing wrong with that, just a different course), Schick’s was the instantly engaging persona that seemed like a good fit for Discovery Channel’s Deadliest Catch, or Forrest and Lieutenant Dan’s adventures aboard the MV Jenny.
Taking a break from the daily walkathon, pausing to map out my booth visitations, grabbing coffee, and charging my cell phone, I made four media lounge visits. Each time, “the shrimp guy” seemed evermore intriguing.
Stopping for a handshake confirmed my suspicions. Shick’s not the only guy selling shrimp; ICAST 2024 saw a couple more natural bait operations. But our 25-minute conversation was one of the most entertaining I’d have during this annual gathering.
THE OPERATION
With four decades of commercial fishing experience, including 30-plus on a shrimp boat, Schick said Florida Shrimp Company produces Pacific white for bait shops, as well as restaurants and food markets.
At the 147-acre property, larvae produced by large brood stock are moved to an eighth-mile-long “baby” tank, where they fully develop. Juvenile shrimp then move to one of two-quarter-mile, grow-out buildings, where they’ll be harvested once they reach the appropriate size for the bait or human consumption markets.
Grow times vary by temperature (shrimp grow faster in the warmer months), but Schick’s team keeps it balmy year-round by using heaters during winter.
“Our shrimp like heat; they want it 96 degrees [inside the buildings], they thrive in that temperature,” Schick said. “If anyone needs a job and wants to lose weight, come work at the farm!”
No doubt, it’s a demanding regimen, but Schick said the results justify the effort.
“In our facility, 99 out of 100 shrimp live,” he said. “In the wild, three out of 100 live.”
Moreover, staff biologists ensure the right mix of clean water (compliments of an ammonia killing bacteria), robust nutrition, and optimal conditions. The results: a sweet flavor that pleases the restaurants and grocery stores, along with an angler-friendly consistency.
“Our shrimp stays on the hook longer,” Schick said. “I’ve heard of guys catching six or seven pompano off of one shrimp.”
Schick chuckles at the business implication: “That hurts me because I’m only selling [an angler] one bag of shrimp, when I want to sell you 10. But we keep people happy.
“We try to give you the best possible bait we can. That’s why I stand behind everything we sell.”
Such commitment has earned Blue Magic a loyal following and a presence in more than 600 stores nationally, along with the Bahamas. Large chains like Publix and West Marine carry his shrimp, while ICAST meetings have launched new relationships with Walmart and Bass Pro Shops.
While he ships live shrimp out of state, Schick makes an important distinction: Per Florida Fish and Wildlife Conservation Commission regulations, he can only sell frozen shrimp to Florida shops. Florida is particularly sensitive to invasive species and, even though Schick’s shrimp are grown in state, bait bucket dumping would technically introduce a non-native organism into state waters.
SHOW STRATEGY
So, back to the ICAST scene.
Schick’s an engaging type, and he greeted me long before we discussed media coverage. However, in his sixth ICAST appearance, the savvy businessman understands human nature.
Given the show’s grandeur and the magnetic appeal of large, multifaceted booths with sales/marketing staff, meeting rooms and multimedia elements, how does a guy selling frozen bait convince people to stop?
“Candy,” Schick quips.
Indeed, a sweet treat attracts potential customers like a baited hook. From there, Schick’s no-frills presentation plays on the truth he’s consistently found across the industry he serves.
“People that buy real bait know what they want, so the quality of our bait is why I [display at ICAST],” Schick said. “We have very high standards and if it looks bad, I’ll take it back and give you a new box.”
INTRUDER ALERT
While Schick invests considerable effort and resources into maintaining a fully-enclosed operation, Florida balances an ideal growing environment with this unavoidable reality: Crafty critters always find their way to food sources.
Raccoons, in particular, are notorious for getting through the slightest openings and helping themselves to whatever goodies they find. Schick said the occasional late-night larceny leaves the most amusing evidence.
“You know when you get a raccoon because he’ll peel the shrimp and leave the shells in a neat pile,” Schick said. “They’re like the cleanest shrimp eaters in the world. He eats the meat only. He doesn’t even touch the head.”
Schick’s staff quickly locks down any detected intrusion points, but they also rely on nature to do what nature does best.
Read on.
SECURITY TEAM
You can’t miss Schick’s lone adornment—a 3-inch alligator tooth hung from a gold chain. He harvested the former owner from a Central Florida lake, but the big lizards make their home on his property—no, he’s not harming those guys.
For one thing, he likes the ambient element of what he calls his “gator pond,” located a safe distance from the work areas. But while they’re technically not on the payroll, these apex predators certainly help the cause.
“They’ll eat anything that comes near their pond,” Schick said. “If raccoons come to get a drink, they’re going to have a bad day.”
REFLECTIONS FROM THE SHOW FLOOR
Schick offered a few parting nuggets.
Shrimp preparation: “Peel-and-eat is my favorite. Just boil them and get to it. Or throw them in a pan with some butter and Old Bay seasoning. You can’t beat it.”
Shrimp rigging advice: “Cut [the shrimp] into thirds and use the head, the middle, and the tail, so you get three for one.”
How do you use your shrimp: “I’ll use them to catch the pinfish that I take offshore for mutton snapper.”
Biggest catch report for Blue Magic Shrimp: “Shrimp aren’t known as a freshwater bait, but a lady near us caught a 9-pound bass.”
Most memorable ICAST experience: “One of the buyers stopped at my booth and said, ‘No one wants to use dead bait.’ I immediately got up and said, ‘I’m in 600 stores and I sell a lot of that dead bait that you said no one wants!’”
And you thought those alligators were fierce.
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