World Aquacluture Magazine - September 2020

WWW.WA S.ORG • WORLD AQUACULTURE • SEP TEMBER 2020 15 T he Marine Fisheries Advisory Committee (MAFAC) is a federal advisory committee that advises the Secretary of Commerce on living marine resource matters under the jurisdiction of the U.S. Department of Commerce, primarily NOAA Fisheries. Members have a diverse set of perspectives— including commercial, recreational, aquaculture, environmental, protected species, academic, state, tribal, seafood, and consumer fisheries interests. The Committee has the unique role of working together across all sectors to make consensus-based recommendations to NOAA Fisheries and the Department of Commerce. As a Committee, MAFAC was tasked with considering what NOAA or the Federal Government can do to help improve consumer confidence in, and subsequently consumption of, U.S. seafood in our country, in order to support and increase value of our sustainably managed fisheries and aquaculture and improve the health of the American people. MAFAC learned of the little known and used Fish and Seafood Promotion Act of 1984 and the opportunities it provides for “checkoff” programs for seafood similar to the USDA agricultural checkoff programs. MAFAC also learned that it originally had a National Seafood and Promotion Council to do broad marketing and public education to support the collective U.S. seafood industry and increase consumption. However, it sunset after 5 years, about 30 years ago, and was not reestablished. With this task and information in hand, MAFAC launched into an 18-month investigation and assessment, which included speaking with industry experts, holding focused panel discussions, and interviewing over 50 representatives from small to large U.S. seafood companies and trade seafood organizations. On July 1, 2020 MAFAC finalized their report and recommendations on the importance of promoting seafood and have submitted recommendations for the reestablishment of an industry- led National Seafood Council to NOAA and the Department of Commerce. These recommendations are under review and consideration by the agencies. Summary of Major Recommendations in the Report • Industry-led with a clear mission and purpose —to promote the U.S. seafood community and conduct education, research, promotion, and marketing to support an increase in U.S. seafood consumption, improve the health of the American people, and increase the return on investment to the U.S. seafood industry. The purpose is to complement existing marketing efforts by current regional or species-specific commodity boards. This includes amplifying their positive messages and never to compete. MAFAC Marine Fisheries Advisory Committee Recommends U.S. Reestablish a National Seafood Council considers this an opportunity to elevate a U.S. seafood “brand” broadly. This is not to be confused with any certification program, and different than some existing regional seafood boards, a National Seafood Council would not lobby. • Focus on U.S. seafood as a whole, including both wild-capture fisheries and aquaculture. The diversity of seafood choices can be an opportunity for seafood consumers. The goal is to highlight that as a protein group, seafood is a good and healthy choice. • The Seafood Council would have clearly outlined resources and services such as a unified voice; consistent, common, positive messaging; conduct direct marketing; and sharing stories about the industry from boat to consumer. • It would be accountable and transparent through measuring of metrics, regular evaluation, and dissemination of information. The goal is to demonstrate the value proposition of good marketing and research. One clear metric would be consumption of seafood. • It should be funded by Congress initially, with no less than $10M annually, but to be fully successful, funding should be $25M or more annually. There should be a plan to build sustainability with industry support in the future, though some Congressional support may always be needed. • Council membership should be limited to 17, with very broad representation, including marketing experts, restaurants, and retail, in addition to commercial fishing industry, aquaculture, seafood processors, distributors, regional representation, etc. • NOAA Fisheries should provide the administrative oversight for the National Seafood Council, similar to the role USDA has overseeing the agricultural checkoff programs. The Council would be hiring its own staff. • NOAA Fisheries should continue to use FishWatch as a resource for the industry and the consumer now, and to complement the work of the National Seafood Council in the future. • Statutory amendments to the Fish and Seafood Promotion Act will be needed to provide authority for this Council. • There is momentum – the time is ripe now to re-establish a National Seafood Council. The full MAFAC report, including recommendations, is available online https://www.fisheries.noaa.gov/federal-advisory- committee-recommends-establishing-national-seafood-council . You can learn more about MAFAC, its other work, members, and publicly accessible meetings by visiting the website: https:// www.fisheries.noaa.gov/topic/partners#marine-fisheries-advisory- committee. —Megan Davis, Member, U.S. Marine Fisheries Advisory Committee Establishing a National Seafood Council Report and Recommend tions from the Marine Fisheries Advisory Committee July 1, 2020