Italian seafood firm expelled from Vigo fair over sexist ‘not all clams are the same’ slogan

Imagine walking into a seafood fair expecting to see the latest catches, meet suppliers and compare products, only to find naked women being used to sell clams. That is what visitors encountered at a major seafood trade fair in Vigo, where an Italian company’s advertising campaign featured nude models alongside the slogan ‘not all clams are the same’.

The clam-paign has now cost La Selvaggia its place at Conxemar, one of the seafood industry’s major international events. Organisers expelled the company after condemning the promotional material as sexist and degrading, and confirmed it would not be welcome at future editions, which I feel was a little shellfish of them if you ask me, there’s nothing like a good bit of competition.

Let’s not clam to conclusions.

La Selvaggia, an Italian seafood business specialising in products including Adriatic clams, distributed promotional leaflets featuring nude women posed alongside shellfish. The slogan was used to attract attention to its products, turning a trade fair promotion into a controversy over how women are portrayed in advertising. Images from the campaign also circulated on social media, extending the row beyond the exhibition floor. 

What might have been intended as a provocative way to stand out among competing seafood suppliers instead drew criticism over the use of women’s bodies and the slogan to market food. Conxemar’s annual International Frozen Seafood Fair brings together companies, buyers and industry professionals in Vigo to showcase products and establish commercial contacts. Exhibitors attend to win business, making removal from the event a significant setback.

Some shells are harder to open

The organisers acted after becoming aware of the advertising, condemning it as sexist and degrading. They said the campaign was incompatible with the principles of equality, dignity and respect that the organisation promotes. La Selvaggia was expelled immediately and permanently. The decision meant it could not continue exhibiting during the event’s final day.

Conxemar president Eloy Alvariza García confirmed that the company would not be returning, according to Spanish media reports. The organisers’ response made clear that the issue was not being treated as a minor disagreement over marketing style. For an exhibitor, losing access to a major industry gathering means losing valuable opportunities to meet prospective customers, showcase products and develop commercial relationships. In this case, the decision also placed the company’s advertising practices under scrutiny far beyond its intended audience.

Italian authorities reject the clam-paign

The controversy also reached Italy’s official delegation at the fair. The Italian Ministry of Agriculture, Food Sovereignty and Forestry said it had been unaware of the advertising campaign and rejected it. The ministry’s response distanced the official Italian presence from La Selvaggia’s promotional material, making clear that the campaign did not represent its position.

The incident also attracted criticism from political figures in Galicia. Carmela Silva, president of the Galician Socialist Party (PSdeG), condemned the material, according to local media reports. La Selvaggia, meanwhile, defended its approach by describing itself as presenting itself ‘without filters’. The explanation did little to prevent the clam-paign from becoming a debate about sexism in commercial advertising.

Some clams are best left closed

Conxemar’s decision has brought attention to the standards exhibitors are expected to meet when promoting their businesses at major professional events. Companies compete for visibility at trade fairs, but the response to La Selvaggia’s clam-paign shows how a provocative advert can overshadow the products it is meant to sell.

The slogan ‘not all clams are the same’ was designed to be memorable (and it probably was but not for the right reasons). Instead, the campaign ended with the company removed from the event and its advertising facing widespread criticism. The 27th edition of Conxemar closed on Thursday, October 8, with La Selvaggia and their clams already excluded from the final day.