Guiding Australian Consumers to Sustainable Seafood Choices - SEAFOOD Ecolabelling: Principles and Practice - page 398

that 'Better Choice' aquaculture species are generally sourced from small-scale
operations. Large-scale mussel farming, for example, is specifically identified as a
less acceptable system of aquaculture.

19.4 Guide impact

The Guide remains one of the key independent education tools available to the
Australian public to help them understand the nature of fishing and aquaculture
practices and to help them come to terms with their role as increasingly discrimi-
nating consumers of seafood products. The popularity of the Guide is a reflection
of its impact on the hearts and minds of Australian seafood consumers.
Between April 2004 and January 2007, more than 22 000 copies of the Guide
were distributed nationally and more than 70 000 3 Step Pocket Guides were pro-
vided to conservation groups, education institutions, dive groups, restaurants and
community groups throughout Australia. The Guide has been presented in at least
85 radio stories, 110 print media articles, 30 special interest magazines, includ-
ing several international magazines, and also at least 35 organisational newsletters.
Consumer feedback has been overwhelmingly positive, including formal messages
from five fisheries Ministers and three State-managed fisheries directors.
The Guide has had a significant impact on the seafood retail sector and the
Australian media, and many encouraging partnerships have developed as a result.
These include:

Partnering with prominent Brisbane chef, Russell Armstrong, to host a high
profile sustainable seafood promotional dinner in Brisbane in 2005 where a
range of celebrities, politicians and influential people were invited to sample a
range of 'Better Choice' seafood species from the Guide which were offered
from hand-picked seafood providers;

Partnering with SOS Restaurant in Melbourne, which inspired the restaurant's
vegetarian and seafood concept after the owner, Melbourne entrepreneur Paul
Mathis, was inspired by the Guide (www.sosmelbourne.com.au);

Partnering with high-profile Sydney restaurateur, Kylie Kwong, who launched
the second edition of the Guide in 2006 and who promotes the Guide and public
events;

Partnering with prominent Australian author, Tim Winton, who wrote the Fore-
word for the second edition of the Guide and is a consistent moral and philan-
thropic supporter of the Australian Marine Conservation Society's Sustainable
Seafood programme (www.marineconservation.org.au/seafood); and

Partnering with the Australian media, where interest in the Guide, its concepts
and purposes, has blossomed and created a new and exciting dialogue about sus-
tainable seafood topics. Increasingly, authors are writing topics which include a
discussion about sustainable seafood, or reproductions of elements of the Guide.