Sustainability
Sustainability
Bringing the sustainable issue home to the everyday consumer is something that we have yet to do. I wonder what the result would be if we each went home and asked our spouse, children and friends what MSC meant; how many would come back with the correct answer? If your results are anywhere near the results that I have seen over the past few days, it’s pretty dismal. Out of 8 people I asked - only one had the correct answer. This is from a group of individuals that you would think by sheer proximity to the issue would have known the answer through osmosis. If this small group from the seafood industry does not know what MSC represents and tries to create in terms of sustainability - how can we expect the consumer at large to know the answer?
The seafood industry needs to address the issue of sustainability with the consumer quickly and directly. It needs to speak to the myriad of news articles that lead the American consumer to believe that, as an industry, we have disregarded our responsibilities as stewards of the environment. MSC needs to make itself relevant to the end consumer. Once the MSC reaches the end consumer, it will make itself more relevant to the industry as a whole and not just the supplier community. This means that more time and energy needs to be spent developing a dialogue with the end consumer. This can be done through well place print ads highlighting the fisheries that are certified sustainable by MSC along with a targeted Public Relations campaign. The MSC and seafood industry can raise consumer awareness and in the process, increase consumption of seafood.