Environmental Engineering Reference
In-Depth Information
situations. For seafood, the advisories may, for example, recommend limiting the
intake of identified species because of levels of heavy metals. The asterisks were
placed on the guide in response to a survey of users who consistently requested the
inclusion of public health information on the card (Quadra & Galiano 2004). Subse-
quently, in 2005, we partnered with Environmental Defense (ED) and modified the
asterisks to represent consumption advisories about mercury or other contaminants
as identified by ED's Oceans Alive initiative (www.oceansalive.org/eat.cfm) whose
robust methodology incorporates information from the federal government's data
sets. In addition, we included blue asterisks to identify those fisheries certified as
sustainable to the MSC standard (www.msc.org) (Plate 17.8).
Beyond the pocket guides, we convey this information wherever we share our
seafood recommendations, including online and in materials developed for busi-
nesses. By directing businesses and consumers to the MSC-ecolabelled products,
we are able to add hundreds of product types to the list of sustainable options
when working with our business partners. As new products that meet our standards
for sustainability of farm-raised or wild-caught seafood are identified, we hope to
provide even more options for seafood purveyors.
17.8
Seafood Watch's role in the seafood movement
Seafood Watch activities are integral to the success of the broader sustainable
seafood movement (see Chapter 7). Seafood Watch has traditionally been defined
as 'an education programme for consumers and “gatekeepers” - gatekeeper here
refers to a business, such as restaurants and retailers, who sell seafood to the con-
sumer and can communicate a marketplace demand for sustainable seafood up the
supply chain.' However, the role has evolved further based on the strategic direction
established by our evaluations (Quadra & Galiano 2004, Bridgespan 2005) and a
new Board of Advisors comprising experts along the seafood supply chain, major
buyers, social marketers and fishery and aquaculture scientists. Ultimately, we felt
that Seafood Watch could contribute to each of the elements of the sustainable
seafood movement's strategy in three ways.
17.8.1 Salience through context-setting activities
Through our regional partnership strategy with zoos, aquariums and others, we are
creating an undercurrent of awareness so that our colleagues in the movement can
more effectively launch respective campaigns across the United States. Through
our special events with influential chefs and the media, we have established ocean
spokespersons and journalists who are keeping the issue salient. Increased aware-
ness in regional epicentres, improved knowledge of what to buy and what not to
buy in these areas and the transition of the early adopter's buying habits continue
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