We’ve all read one too many negative stories about the aquaculture industry as environmental myths continue to plague the industry. Despite this, seafood has a great story to tell. Not only is it nutritious and delicious, it also has one of the lowest carbon footprints of any high protein food.
As Sharon Natoli, Director of Food and Nutrition Australia and Author of Food for a Better Future explains: “Farmed fish is a good example of a nutrient rich food with a low environmental impact. It’s an easy and delicious way for you and your family to eat for personal and planetary health.”
Last month, the World Wildlife Fund (WWF) launched their Planet-Based Diets platform, complete with menu planner where seafood features more prominently than other high protein foods. The platform also features the added message to buy sustainably sourced seafood, like ASC- and MSC-certified products.
Keep the message simple
When framing a message to the consumer market, we must remember that the message needs to be simple to understand and easy to embrace. With so much negative messaging out there, today’s consumers want to feel good about their food choices. In fact, a recent study from Global Scan and MSC revealed that 71% of consumers want to reduce their environmental footprint and 45% even feel guilty about their impact on the planet.
“Fish have a great sustainable protein story, one that will inspire people to eat more seafood not only for their own health but for the health of our planet”
For most people, doing something to help solve climate change seems like too large and complicated of a problem. The WWF campaign was designed to show people that simple food choices can make a difference—one bite at a time.
“With this type of behavioural change marketing, it is important to have positive messaging when telling your story and to avoid demonising others, too,” explains Katherine Bryar, global head of marketing and branding at BioMar Group. “That is why we have alluded to an existing consumer perception of red meat being bad for the environment without actually stating that fact.”
If you don't like what's being said, change the conversation
BioMar launched this campaign within the seafood industry to help inspire a new way of communicating that everyone can adopt. Often, each of us can perpetuate a myth by simply defending ourselves all the time.
The industry—and aquaculture farming practices in particular—have come a long way in terms of sustainability and responsible farming over the last several decades.
By helping to dispel this myth, everyone operating in the seafood industry wins—including BioMar, as they only produce aquaculture feeds. BioMar has shared the campaign with several seafood industry bodies and all agree to unite as one industry to take this powerful message to the consumer.
To this end, they have formed the Sustainable Nutrition Taskforce with representatives from Global Salmon Initiative, Chilean Salmon Marketing Council, British Trout Association, Norwegian Seafood Federation and Scottish Salmon Producers Organisation, and others are welcome to join.
Together, they will combine their collective expertise and resources to design a marketing and media strategy to take this great seafood message to the consumer.
The taskforce hopes to launch this campaign—which was created by Soren Bitsch of the Copenhagen-based advertising firm Bitsch & Bitsch in collaboration with BioMar—in the second quarter of 2021.
“For BioMar, it is important that we support our customers,” explains Carlos Diaz, CEO of BioMar Group. “If this helps them sell more product, then it is a win-win scenario for us, as we remain solely dedicated to the sustainable future of the aquaculture industry.”