Seafood Watch
Press Kit
Contents
Seafood Watch Summary ............................................................................................................................................. 3
Basic Facts & Overview ............................................................................................................................................. 3
History....................................................................................................................................................................... 3
Key Program Elements .............................................................................................................................................. 4
Media Contact .......................................................................................................................................................... 4
Science Program ........................................................................................................................................................... 5
Developing Seafood Recommendations................................................................................................................... 5
Recommendation Rating System .............................................................................................................................. 5
Finding & Using Recommendations .......................................................................................................................... 5
Business Program.......................................................................................................................................................... 6
Partnerships .............................................................................................................................................................. 6
Implementing a Sustainable Seafood Policy ............................................................................................................. 6
Culinary Initiatives .................................................................................................................................................... 7
Outreach Program ........................................................................................................................................................ 8
Public Outreach ........................................................................................................................................................ 8
Conservation Partnerships........................................................................................................................................ 8
Ocean Conservation Policy: Sustainable Seafood ........................................................................................................ 9
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Seafood Watch Summary
The Monterey Bay Aquarium Seafood Watch® program is a globally respected source of science-based recommendations for sustainable seafood from wild-caught and farmed sources. The recommendations are developed
through a process driven by the program’s vision of sustainable seafood: seafood from sources that can maintain
or increase production without jeopardizing the structure and function of affected ecosystems. Based on rigorous
criteria, assessments indicate which seafood sold on the North American market are a “Best Choice” or “Good
Alternative,” and which ones to “Avoid.”
Seafood Watch recommendations empower consumers and businesses to make choices for a healthy ocean,
helping support diverse marine ecosystems for the future. The program also raises awareness through its
printable guides, website, mobile app, and partnerships with businesses, zoos, aquariums, culinary leaders and
conservation organizations.
Increasingly, Seafood Watch is working on a global scale – taking a markets-based approach that harnesses the
purchasing power of businesses large and small in order to shift fishing and aquaculture practices around the
world in more sustainable directions.
Basic Facts & Overview
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Seafood Watch employs more than 20 staff and enlists more than 50 contractors and reviewers who help
produce approximately 75 new and updated recommendation reports annually, covering hundreds of
wild-caught and farmed seafood species.
Seafood Watch has produced approximately 2,000 seafood recommendations since 1999.
Seafood Watch has distributed more than 56 million Seafood Watch consumer guides since 1999.
The free Seafood Watch App (available for iOS and Android) has been downloaded more than 1.5 million
times.
More than 260 restaurants (and growing) and other businesses are part of our business program,
committing to not serve “Avoid” items, and to educate customers and colleagues about seafood
sustainability.
1,000 businesses with more than 100,000 locations across North America reference Seafood Watch
science to inform their purchasing decisions.
More than 160 zoos, aquariums, science museums, nature centers and other non-profits partner with
Seafood Watch to promote sustainable seafood messaging.
History
The Monterey Bay Aquarium Seafood Watch program started in 1999, as an outgrowth of a successful special
exhibition, “Fishing for Solutions.” After learning many visitors were inspired by the exhibit, the Aquarium started
the program to develop tools that could help people change their seafood buying habits.
Seafood Watch has grown to be one of the most recognized and respected sources of science-based information
for consumers, chefs and business professionals who want to make seafood choices that support a healthy ocean
and healthy fishing communities.
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Key Program Elements
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Developing science-based, peer-reviewed seafood recommendations that reflect a vision of an ocean
capable of supporting healthy ecosystems and producing seafood to meet human needs for generations
to come.
Educating the public by raising consumer awareness about sustainable seafood issues and encouraging
people to ask for sustainable seafood whenever they shop for seafood.
Working with leading U.S. seafood buyers, distributors, retailers, food service and chefs to develop and
execute sustainable seafood commitments that promote more sustainable fisheries and aquaculture, and
create incentives for less sustainable ones to improve.
Cultivating a network of zoos, aquariums, science museums, nature centers and other non-profit
conservation partners to extend the geographic reach of the Seafood Watch program.
Providing information and tools that help businesses and individuals assess the seafood they buy.
Program expert available for interviews
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Jennifer Dianto Kemmerly, Director of Global Fisheries and Aquaculture
Media Contact
For more information or to set up an interview with a Seafood Watch staff member, please contact Emerson
Brown, Seafood Watch Communications - Associate Manager, Public Relations: [email protected], 831-6476856.
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Science Program
BUILDING A SOLID FOUNDATION FOR EVALUATING SUSTAINABLE FISHING AND AQUACULTURE PRACTICES
Seafood Watch scientists assess the sustainability of fisheries and fish farms – both imported and domestic – by
compiling relevant, science-based information and evaluating that information against our criteria using the
Seafood Watch Assessment Tool.
Seafood Watch focuses on the most common items available in the North American seafood market. Since
approximately 90 percent of seafood consumed in the U.S. is imported, the program’s science-based sustainability
standards, and fishery and aquaculture assessments, serve a global sustainable seafood movement.
In addition to fisheries and fish farms assessed by Seafood Watch, we also recognize the leading eco-certification
bodies. We’ve benchmarked their standards against our own rigorous sustainability criteria to identify those ecocertified fisheries and fish farms that we are comfortable recommending as a purchasing option for consumers
and businesses.
Developing Seafood Recommendations
Seafood Watch scientists begin assessments by reviewing published academic, peer-reviewed journals,
government technical publications, fishery management plans and supporting documents, and other scientific
reviews of ecological sustainability. When evaluating fisheries and aquaculture practices, Seafood Watch research
analysts also communicate regularly with ecologists, fisheries and aquaculture scientists, as well as members of
industry and conservation organizations. After a thorough assessment of the data, the scientists apply our
sustainability criteria to develop a numeric score and corresponding color-based recommendation. The resulting
in-depth report is reviewed by experts from academia, government and the seafood industry. More information
about the specific criteria for recommendations is available online.
Recommendation Rating System
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“Best Choice” (green) – Buy first; they’re well managed and caught or farmed in ways that cause little
harm to habitats or other wildlife.
“Good Alternative” (yellow) – Buy, but be aware there are concerns with how they’re caught or farmed.
“Avoid” (red) – Don’t buy; these items are overfished, or caught or farmed in ways that harm other
marine life or the environment.
Finding & Using Recommendations
The website and mobile app (available for iOS and Android) offer a searchable database of all seafood
recommendations. The website includes the full reports and associated scientific background for each
recommendation. (updated monthly)
Printed consumer guides are available through the Monterey Bay Aquarium and at Seafood Watch Partner
locations around the country. The PDF version can be downloaded and printed from a personal computer and
hard-stock versions (in quantity) are available for purchase directly from Seafood Watch. (updated twice a year)
Expert available for interviews
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Wendy Norden, Science Director
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Business Program
USING THE POWER OF THE MARKETPLACE TO TRANSFORM FISHERIES AND AQUACULTURE
The Seafood Watch Business Program guides and assists companies large and small as they shift their seafood
purchases to more sustainable sources. This work helps move the marketplace towards environmentallyresponsible fisheries and aquaculture operations.
Seafood Watch’s market-based approach reflects consumers’ growing awareness and concerns about issues
affecting the world’s fish populations and the impact of seafood production on ocean health. More than 50% of
U.S. consumers say that buying sustainable seafood matters to them – and many are willing to pay a premium for
seafood from ocean-friendly sources. Making a commitment to offer ocean-friendly seafood is not only an
important action to drive positive environmental change – it's also good for business.
Partnerships
Seafood Watch business partners make time-bound commitments to discontinue selling “Avoid” items and
preferentially source “Best Choice” or “Good Alternative” seafood items. Through the partnership program,
restaurants, distributors and seafood purveyors are encouraged to purchase from sustainable sources, including
seafood certified to select eco-standards and seafood from credible fisheries improvement projects (FIPs).
Seafood Watch counts more than 260 businesses – and the number is growing – as recognized Seafood Watch
partners. The wide range of business signing commitments with Seafood Watch include major retailers such as
Whole Foods Market, contract food service providers Compass Group and Aramark, and even pet food producers
like Mars Petcare.
Example Partners
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ARAMARK
Compass Group
Bon Appétit Management Company
Mars Petcare
Whole Foods Market
A full partner list is available on the Seafood Watch website.
Implementing a Sustainable Seafood Policy
In addition to these formal, direct partnerships, Seafood Watch is a member of the Conservation Alliance for
Seafood Solutions – a coalition of leading conservation groups that work with businesses representing over 80%
of the North American grocery and food service markets. Many organizations that belong to the Alliance rely on
Seafood Watch science to advise their partners. As a result, an estimated 1,000 businesses with more than
100,000 locations across North America reference Seafood Watch recommendations to inform their purchasing
decisions.
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Culinary Initiatives
Seafood Watch works closely with chefs and culinarians from across the U.S. Chefs are tastemakers who influence
the entire supply chain. They educate their customers about a diversity of delicious sustainable seafood species,
build demand for "Best Choices" from the seafood suppliers and producers with whom they work, and raise
awareness with policy makers. The Culinary program educates and activates this important audience with
information updates and trainings, and supports culinary events and demonstrations at the aquarium and around
the country.
At the core of this effort is the Blue Ribbon Task Force. This group of leading regional and national culinarians
from across the U.S. gathers to exchange ideas and understand how they can have the greatest impact in
advancing sustainable seafood and the initiatives of the Seafood Watch program. The Task Force includes more
than 50 members selected for their leadership roles in their respective culinary fields.
Example Culinary Spokespeople
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Jonathon Sawyer
Kerry Heffernan
Michael Cimarusti
Richard Blais
Rick Moonen
Susan Feniger
Virginia Willis
Rick Bayless
A full list of Blue Ribbon Task Force participants is available on the Seafood Watch website.
Experts available for interviews
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Shawn Cronin, Business Program Manager
Sheila Bowman, Manager of Culinary and Strategic Initiatives
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Outreach Program
HELPING CONSUMERS MAKE CHOICES FOR A HEALTHY OCEAN
The Seafood Watch Outreach Program raises public awareness about sustainable seafood issues through the
printable guides, website, social media, mobile app and public events. Since 1999, the program has distributed
more than 56 million consumer guides, the app has been downloaded more than 1.5 million times and the
program has reached millions more through public presentations, partners, the website and social media
channels.
Public Outreach
The Outreach Program focuses on individuals and families who make everyday decisions about seafood. By
sharing Seafood Watch recommendations and informational resources, the Outreach program helps people
protect the ocean through their seafood choices.
Conservation Partnerships
Seafood Watch collaborates with zoos, aquariums, science museums, nature centers and other not-for-profit
organizations that promote sustainable seafood by sharing Seafood Watch materials and messaging. Seafood
Watch supplies educational tools, training resources and display materials to help each organization meet its own
sustainability goals and provide its visitors and communities with information about the global sustainable
seafood movement.
Seafood Watch currently maintains more than 160 partnerships across the United States, Mexico, Canada and
Bermuda. Partners engage in two outreach activities per year and also share Seafood Watch information on an
ongoing basis: distributing Seafood Watch guides, promoting the Seafood Watch App, participating in community
outreach events, in public programs/animal feeding shows, at special events, through exhibit graphics, by
changing animal diets, in their onsite food service menus and by working with local businesses and restaurants.
Example Partners
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Aquarium of the Bay, San Francisco, CA
Happy Hollow Zoo, San Jose, CA
Kansas City Zoo, Kansas City, MO
Minnesota Zoo, Apple Valley, MN
New York Aquarium, Brooklyn, NY
Riverbanks Zoo, Columbia, SC
San Diego Zoo Global, San Diego, CA
Santa Barbara Zoo, Santa Barbara, CA
Shedd Aquarium, Chicago, IL
A full partner list is available online at the Seafood Watch website.
Experts available for interviews
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Ryan Bigelow, Outreach Program Manager
Karin Stratton, Conservation Partnership Manager
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Ocean Conservation Policy: Sustainable Seafood
ADVANCING POLICIES TO SUPPORT BETTER SEAFOOD CHOICES
Monterey Bay Aquarium’s Ocean Conservation Policy team works at the local, state, federal, and international
levels to advance policies and management measures that protect the ocean for future generations, including
policies to promote sustainable seafood. Pursuing the Aquarium’s vision of a future with a healthy ocean, the
Policy team works to ensure that new laws, policies and other governmental actions support sustainable fisheries
and aquaculture.
Sustainable Seafood Policy Focus Areas
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Improved traceability in the global seafood supply chain
Elimination of illegal, unreported and unregulated (IUU) fishing
Strengthening domestic and international fisheries management, including reauthorization of the U.S.
Magnuson–Stevens Fishery Conservation and Management Act and advocating for strong conservation
measures at Regional Fisheries Management Organizations
Restoration and protection of vulnerable shark and bluefin tuna populations
Learn more about the Aquarium’s Ocean Conservation Policy program at its website.
Recent Policy Initiatives
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Provided recommendations to the Obama Administration on development of a new U.S. seafood
traceability program that will help combat illegal, unreported and unregulated (IUU) fishing, reduce
seafood fraud, and promote sustainable seafood products in the marketplace.
Brought industry partners and conservation groups together to advocate for stronger international
fisheries management measures and improved seafood traceability to track a seafood product from
source to point of sale, and verifying its sustainability.
Advised Obama Administration and State of California on Seafood Watch sustainability standards, which
have become the leading seafood sustainability standard in the U.S. marketplace and therefore relevant
to evolving federal and state fishery and aquaculture management policies.
Participated as a member of the U.S. delegation to international fishery management forums in the Pacific
to urge for additional conservation measures to recover Pacific bluefin tuna, which is at less than 4
percent of its historical population levels.
Sponsored California’s 2011 shark fin trade ban and helped successfully defend California’s ban against a
federal preemption claim, and federal and state lawsuits.
Experts available for interviews
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Margaret Spring, Vice President of Conservation & Science and Chief Conservation Officer
Aimee David, Director of Ocean Policy Strategies
Josh Madeira, Federal Ocean Policy Manager
Letise LaFeir, California Ocean Policy Manager
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