Marine Aquaculture Outreach and Education at the Aquarium of the Pacific

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1 Marine Aquaculture Outreach and Education at the Aquarium of the Pacific Kim Thompson Seafood for the Future/Aquarium of the Pacific California Aquaculture Association Membership Hubbs-SeaWorld Research Institute March 29, 2017

2 The world population is expected to exceed 9.5 billion by 2050

3 Half of Earth s the ice-free land is used to grow our food And 70% of our fresh water Map: (2005) Center for Sustainability and the Global Environment at the University of Wisconsin-Madison.

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5 70% of the planet is 2% of food supply ocean

6 Comparison of resource use and impacts for animal proteins Land and Water use GHG Emissions t CO2e/t edible protein

7 Average Seafood Intakes in Ounce-Equivalents per Week by Age-Sex Groups, Compared to Ranges of Recommended Intake

8 Aquaculture is an important conservation tool! Image credit: Kampachi Farms Image credit: Jonathan MacKay

9 Scientific expertise Oceanographic conditions Proximity to markets Strong environmental ethic

10 Public Perception Matters!

11 Newspaper Headlines: Aquaculture

12 Challenges for addressing public misconceptions about aquaculture Pointing fingers Small-scale vs commercial Shellfish vs finfish Closed containment vs netpen Wild vs farmed Seafood is often put into a separate category from other animal proteins Americans fear seafood because they don t know how to prepare it Information provided about aquaculture tends to be outdated and/or provided out of context

13 Influenced by: Availability Customer Demand Producers (fishermen and farmers) Suppliers and Wholesalers Restaurants and Retail Customers Influenced by: Media NGOs Public Perception

14 Target Audiences Stakeholders Seafood for the Future Chefs Restaurants Retailers Suppliers Producers NGOs Consumers Politicians Public Seafood for the Future and Aquarium Education Opinion leaders Students General public

15 Galway Agreement Part of trilateral Galway Agreement (US, Canada, and EU) Participating organizations include: the Atlantic Ocean Research Alliance (AORA), Sea Grant, NOAA, Department of Fisheries and Oceans (DFO), Sea Change, U.S. Aquaculture Society, and the International Council for the Exploration of the Sea (ICES).

16 Public Outreach Aquarium Visitors: 1.7 million/year Aquarium social media: Facebook: +130k Followers Twitter: +21k Followers YouTube: k (viewing range for posted content) Science On a Sphere : 1.7 million/year additional sites

17 Public Outreach Aquaculture Exhibit Vanishing Animals Short films Science On a Sphere Lectures/Adult education series Incorporated into Aquarium programs and messages Aquarium in the classroom Marketing materials for restaurants and retailers Workshops

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19 Public Outreach: Up Next Image by Yuki Mori, ArtCenter College of Design Short Films Perspectives on Marine Aquaculture Pilot Culinary Scientist/Farm Series Image by Grant Higa, ArtCenter College of Design Collaboration w/ ArtCenter College of Design Image by Yuki Mori, ArtCenter College of Design

20 Making the Connection: Industry Affiliates Marine aquaculture is good for human and environmental health.

21 Making the Connection: Industry Affiliates Pre-competitive, collaborative platform to address topics related to current and emerging seafood issues and innovations Develop and distribute science-based key messages Promotes consistency in messaging among multiple stakeholder groups: Business to business Business to consumer Pre-Competitive Collaboration Communications Toolkit Annual Campaign

22 Making the Connection: Industry Affiliates Collaborators: Aquaculture producers Government/management organizations NGOs Academics Chefs, restauranteurs, suppliers Fishermen Image by Hubbs Sea World Research Institute Pre-Competitive Collaboration Communications Toolkit Annual Campaign

23 Making the Connection: Industry Affiliates Potential topics: Aquaculture s role in human health Aquaculture in California Innovations in aquaculture Aquaculture s role in the global food supply Addressing challenges with the food, water, energy nexus Image credit: Santa Barbara Mariculture Pre-Competitive Collaboration Communications Toolkit Annual Campaign

24 Making the Connection: Industry Affiliates Science-based key messages Social media guide Graphics Brochures and handouts Key dates Pre-Competitive Collaboration Communications Toolkit Annual Campaign

25 Making the Connection: Industry Affiliates Launch event at Aquarium Week/month feature at restaurants and retailers Science Cafés Link to Storied Seafood? Pre-Competitive Collaboration Communications Toolkit Annual Campaign

26 Questions? SeafoodfortheFuture.org