Responsible seafood plays an important role to support a more sustainable food supply in the changing climate. It is also an important source of jobs and economic opportunities. Seafood is one of the most globally traded commodities, and the U.S. imports the majority of its seafood, both wild and farmed, despite having strong management and adequate resources (ecological, economic, and political) to support sustainable production. Marketing plays an important role to help U.S. fishermen and seafood farmers differentiate their products from cheaper imports, but it does not address the social and political challenges associated with obtaining or maintaining permits and necessary approvals to fish or farm the seafood in domestic waters.
Social license—the implied permission that communities and society may grant for activities that rely on our natural resources, like fishing and aquaculture—is a significant barrier to growth and expansion of responsible seafood production and consumption in the U.S. One of the key variables needed to garner social license is trust. It is imperative that marketing efforts work in tandem with education and outreach efforts to build the public's trust in the U.S. seafood sector by familiarizing the m with what a responsible seafood sector looks like and providing scientifically accurate information more consistently across diverse stakeholder networks, including marketing and branding efforts. The Aquarium of the Pacific's Seafood for the Future (SFF) program and NOAA Fisheries have collaborated with diverse stakeholders, including farmers, fishermen, seafood suppliers, and others to bridge science education, outreach and marketing. We are working with industry, academic, and nongovernment organizations to pair broader, science-based outreach and education with marketing efforts to educate the public about the important role responsibly produced U.S. seafood plays in our sustainable food future. These efforts provide valuable support for businesses that are working hard to produce responsibly and aim to support a more positive reception for the growth and expansion of responsible seafood availability among the public, and increasing consumption of well-managed U.S. seafood . In this session we will share examples and highlight opportunities for science-based education, outreach and marketing to join forces to support a healthy, diverse and responsible seafood sector in the U.S.