BUILDING TRUST: GAINING INDUSTRY ACCEPTANCE IN AQUACULTURE

Historical surveys show that public trust in the aquaculture sector is not high. For the salmon aquaculture industry in British Columbia, Canada, public conflict with activists over the past 15-20 years has shaped both public and media opinion. Many feel that the industry may not be sustainable long term and may result in a net loss to the natural salmon populations. The BC Salmon Farmers Association has developed a three step strategy to increase the level of knowledge about the industry, build public trust, and increase social acceptance.  

1.      Engage media

Long running activist campaigns have placed industry in a defensive position. For the most part, media only knows aquaculture through the activist lens. Recently the industry adopted an all-doors-open policy and now organizes regular events bringing media to the salmon farms. Being transparent and available is an essential first step to building trust.  

Developing new narratives and story lines is important, especially in areas not traditional to activists such as "salmon is a healthy food" and not distinguishing between wild and farmed salmon. Collaborative research that everyone agrees on, for example wild salmon preservation, also is important.

2.      Build trust partners

The industry should look to engage academics, chefs, community organizations, doctors, nutritionists, charities and others who have influence and reach. These trust partners need to be engaged through multiple trust points and in a mutually beneficial relationship. Ensuring the partner's voice is heard is the responsibility of the industry.   

3.      Develop and share the message   

The industry must develop effective content finding stories from within the industry. This is not simply distributing information or facts but telling stories that connect people. A robust distribution network taking advantage of the variety of engagement platforms ensures a wide distribution. Social media can amplify traditional media stories and support important discussions such as aquaculture's role in future global food security and human health.  

In a perfect world we would bring every person to a salmon farm, show them the environment farmers work in, the methods they use to grow salmon and allow them the opportunity to meet and interact. Not having that reality, it is the responsibility of the industry to bring the aquaculture story to the public in a way that builds trust and long term social acceptance.