MINNEAPOLIS —The aquaculture company Trū Shrimp has tapped Padilla, along with its brand consultancy Joe Smith, to handle its marketing and communications.

Padilla won the business in a competitive review. The agency is Trū Shrimp’s first PR agency partner.

The work will start with Joe Smith creating a brand strategy based on insights, followed by product naming and packaging design. Padilla will then support the company’s commercial product launch through content development, media relations and social media among other channels.

Minnesota-based Trū Shrimp is built around using technology to produce shrimp in a way that is clean, safe and environmentally responsible, an alternative to the mainstream shrimp ponds that have put safety and the environment at risk.

“Consumers are interested in knowing that their food is safely raised and domestically grown,” said Jamie Brink-Thorsdon, the company’s sales and marketing director. “We are proud to provide a sustainable and healthy product while limiting our environmental impact. With the help of Padilla’s branding and communications expertise, consumers will understand and appreciate the value we bring to their table.”