Innovation in the food sector is needed. This study addresses how to support learning around systematic innovation management in smaller firms within seafood, part of the highly regulated food sector. A collaborative change project, with four SMEs, a science park, and a research institute, aiming at enhanced innovation capabilities within the SMEs, was studied. The project included direct interventions in terms of training, dialogues, and coaching related to systematic innovation management ‒ in order to facilitate blue innovation. Empirical data was gathered in interviews and reflective field observations. Crucial factors to consider were to enhance the understanding of the systemic nature of innovation management and utilize visualizations as well as an innovation vocabulary, preferably related to ISO 56000 and ISO 56002. Further, it is also important to include diverse learning activities, while also ensuring a closeness to the firm’s current situation, and to focus on the progress that occurred.