Environmental Engineering Reference
In-Depth Information
in the EU countries outpaced those in the US between 2000 and 2003, averaging
2.3% (FAO 2005, NMFS 2005).
The world's supply of seafood is simply not infinite. Many fisheries have reached
maximum capacity and some historically important ones - such as the Grand Banks
and Georges Bank cod fisheries - have collapsed. The FAO concludes that 'the
global potential for marine capture fisheries has been reached, and more rigorous
plans are needed to rebuild depleted stocks and prevent the decline of those being
exploited at or close to their maximum potential' (FAO 2005). The result is that
average per capita global food fish supply declined from 14.6 kg in 1987 to 13.2
kg in 1992 and has since remained stable (FAO 2007).
We must make better seafood choices in order to preserve a lasting and diverse
supply of seafood. Buyers of seafood - from restaurateurs and chefs to retailers
and distributors - have the power to make that change. With increasing population,
growing world appetites and shrinking supplies, purchasing decisions that focus on
choosing fish wisely can create a more environmentally responsible marketplace.
The Seafood Choices Alliance (www.seafoodchoices.org) works towards that goal
with a novel approach. This chapter will tell the story of the alliance by examining
the genesis of the Seafood Choices Movement as a whole, outlining the organi-
sation's strategy and suite of programmes, and outlining the growth of a global
alliance.
7.1.2 The power of social marketing
SeaWeb, Seafood Choices Alliances' parent organisation (www.seaweb.org), seeks
to harness the power of communications to protect the ocean and the life within
it. Its social marketing efforts aim to raise public awareness of vital ocean issues,
advance science-based solutions, and mobilise decision-makers to promote ocean
conservation. Grounded in high-quality science and research, SeaWeb provides
decision-makers with accurate, credible information to advance marine conserva-
tion, and uses communications expertise to translate that science into understand-
able, actionable initiatives.
SeaWeb's goal since its inception in 1995 has been to provide trustworthy and
unbiased information on ocean issues to a number of target audiences. At the time,
no other organisation existed that presented the ocean crisis to media and others
in an interrelated, consistent and systematic way. SeaWeb recognised early that
the media is the filter through which we view the world and understand issues.
For better or worse, when the media prioritises an issue, American consumers and
those around the world tend to prioritise it as well. Until ocean issues were packaged
effectively for our fast-paced media environment and covered in popular, powerful
media outlets, SeaWeb knew that ocean conservation would remain a 'back-burner'
issue.
One tangible and effective way to package the issue for the media and to reach key
decision-makers has been to leverage 'the ocean-plate connection'. Through market
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