THE MARKETPLACE for SUSTAINABLE SEAFOOD Growing Appetites and Shrinking Seas

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THE MARKETPLACE FOR SUSTAINABLE SEAFOOD Growing Appetites and Shrinking Seas

JUNE 2003 Table of Contents Introduction 1 Overview of the U.S. Seafood Supply 3 Figure 1.1—Alaska Pollock Catch, U.S. vs. Foreign, 1985-1994 3 Figure 1.2—U.S. Commercial Fish Landings, by Volume, 1992-2001 4 Figure 1.3—U.S. Wild Fishery Landings 2000 vs. 2001 4 Figure 1.4—U.S. Seafood Trade, by Volume 1992-2001 5 Figure 1.5—U.S. Seafood Trade, by $ Value 1992-2001 6 Figure 1.6—Leading U.S. Seafood Exports 2000 vs. 2001 6 Figure 1.7—Leading U.S. Seafood Imports 2000 vs. 2001 7 Overview of U.S. Seafood Demand 8 Figure 2.1—U.S. Consumer Expenditures on Seafood, 1993-2001 8 Figure 2.2—U.S. Seafood Consumption Volume, 1992-2001 9 Figure 2.3—U.S. Seafood Consumption 1980-2001 9 Figure 2.4—The Most Consumed Seafood in the U.S. 10 Consumer Attitudes on Sustainability 11 Figure 3.1—Frequency of Seafood Consumption 11 Figure 3.2—Awareness of Seafood Health and Sustainability Issues 12 Figure 3.3—Awareness of Seafood Source, Wild Caught or Farmed 12 Figure 3.4—Factors in Seafood Purchasing 13 Figure 3.5—Seafood Information 15 Figure 3.6—Interest in Types of Seafood Information 15 Figure 3.7—Preferred Seafood Information Channels 16 Figure 3.8—Impact of “Environmentally-Responsible” Seafood Label 17 Figure 3.9—Solutions to Problems with Commercial Fishing 18 Figure 3.10—Likely Consumption of Fish and Seafood Upon Learning of Environmental Concerns 19 Chef, Restaurateur, and Retailer Attitudes on Sustainability 20 Figure 4.1—Awareness of Seafood Health and Sustainability Issues 20 Figure 4.2—Source of Fish and Seafood 21 Figure 4.3—Response to Seafood Environmental Concerns 22 Figure 4.4—Interest in Information About Sustainable Seafood 22 Figure 4.5—Willingness to Act 23 Conclusion 24 Appendices 25 Appendix 1—List of Markets Surveyed 26 Appendix 2—Survey of Consumers 27 Appendix 3—Survey of Chefs and Restaurateurs 34 Appendix 4—Survey of Retailers 37 Statement of Principles 40 Introduction and aquacultureoperationscanbeconsideredsustainable, or“ocean-friendly.” not interferewithnatural,wildfishpopulations. Yet today, relatively fewfisheries the surroundingenvironment,useswater andotherresourceswisely, anddoes fish populationsforfuturegenerations. Likewise, sustainablefishfarmingrespects U.S. arefarmed. are listedasanendangeredspeciesandalltheAtlantic salmonconsumedinthe Canada. InMaryland,thebluecrabfisheryisindecline. WildAtlantic salmon culture ofmany regionsaredisappearing. CodareincrisisNewEnglandand Japan. At thesametime, fishonceintimately connectedwiththecharacterand Swordfish andbluefintunacaught inthenorthAtlantic aresoldinmarkets stocked withsalmonfromNorway andChile, shrimpfromThailandandPeru. every poundofshrimp. catching approximately 3to7pounds (varies by location) ofunwanted fishfor involves draggingnetsalongtheocean floor, destroying importanthabitat and and drowned. Bottomtrawling isamethodofcatchingspecies like shrimpthat R that baitsmilesoflines, attracting sharks, seaturtles, andothercreatures. longlining, amethodforcatchinglargemigratoryfish likeswordfish andtuna ever isnottheintendedcatchdiscarded.Someexamplesofthisinclude fishing boatsisindiscriminate—inotherwords, itcatcheseverything andwhat- it makesvery difficultforthepopulationtoreplenishitselfover time. maturity. Inthiscase, overfishing depletesnotjustthecurrentpopulation, but discarding asdead)fishthataretoosmalltohave even reachedreproductive numbers (catchingtoomany fish)itisalsoamatterofcatching(andoften ductive cycle ofthespecies. Oftenthisoverfishing isnot onlyamatterofsheer to overfishing—catching morefishthancanbereplacedwiththenaturalrepro- In many casestheproblemwith moderncommercialfishingsimplyboilsdown T more urgent. and diverse supplyofseafood. Andtheneedfor information hasneverbeen essential toachievingstronger protections oftheoceanandensuringalasting the natural environment. Betterinformation andmore informed consumers are dark aboutwhere theirseafood comesfrom, howitiscaught,anditsimpact on seafood theyeat.Unlike many otherfood products, consumers are ofteninthe F or manyAmericans, themostsalientconnectiontheyhavetooceanis eferred toas“by-catch,” thesecreatures becomehopelesslyhookedortangled oo ManyBoats, Too Few Fish A sustainablefisheryisonethathealthy andmanagedinaway topreserve More thanever seafoodisaglobalcommodity. Ourgrocerystoresare Another probleminmany fisheriesisthatthegearusedby thecommercial

The Marketplace for Sustainable Seafood 1 Seafood Choices Alliance Information from the federal government on the health of fish populations has been contradictory. On one hand, fisheries officials assure consumers they can be confident that all seafood found in a U.S. restaurant or market is sustainable because it is government managed. Yet, in its most recent Annual Report to Congress, the U.S. National Marine Fisheries Service identified 64 percent of wild fish stocks as overfished or experiencing overfishing. And, the number of species classified as “overfished” in 2002 is no less than it was in its first Annual Report to Congress in 1997.

Farming the Seas Often called the “blue revolution” after agriculture’s “green revolution,” fish farming has been touted as a solution to relieve pressures on depleted wild fisheries while producing needed sources of protein to feed the world’s population. To be sure, many types of aquaculture are providing important and environmentally responsible fish and seafood. Most notable of these are catfish farms which operate on land in closed systems that do not interfere with wild fish, and shellfish farms which help improve water quality due to the nature of these filter feeders. But not all aquaculture is ocean-friendly. The farming of salmon, which has lead to extremely low prices for this fish, has come at a high price to the environment. Its impacts include habitat destruction, escapes of farmed fish, and spread of disease to wild populations.

Seafood Choices Alliance Seafood The Role of Seafood Choices Alliance 2 The Seafood Choices Alliance presents The Marketplace for Sustainable Seafood: Growing Appetites and Shrinking Seas as a reference for those who care about sustainable seafood. For the first time, this report brings together information on the U.S. seafood market and research on consumer attitudes towards seafood. With this information, the conservation community and the seafood sector will be better equipped in developing strategies that ensure consumers make informed seafood choices - choices that ensure a healthy seafood supply for years to come. The Seafood Choices Alliance is the clearinghouse for all information related to sustainable seafood. Since 2001, Seafood Choices has been building interest in and awareness of sustainable seafood issues by working collaboratively with conservation organizations and the seafood sector to ensure the widest possible The Marketplace for Sustainable Seafood The Marketplace for dissemination of information about sustainable seafood. Seafood Choices brings ocean conservation to the table by providing the seafood sector—fishermen, chefs and other purveyors—with the information they need to make sound choices about seafood and offer the best environmental options to their cus- tomers. Overview Seafood of U.S. Supply ships) ledtoasignificantincreaseinU.S.commerciallandings joint venture operations(involving U.S.fishingvessels andforeignprocessing billion poundsin1985tozerolandings1988(SeeFigure1.1). notable intheAlaskapollockfishery, whereforeignlandings fellfromcloseto2 products between 1988and1993. Theimpactofthistransitionwas most 2 1 2 U.S. coastalwaters by establishinganExclusive EconomicZone(EEZ),extending fleets, thislegislationdefinedU.S.managementauthorityover allfisheriesin agement law intheUnitedStates. Adopted inresponsetooverfishing by foreign Conservation andManagementAct istheprimaryfederalmarine fisheryman- Originally adoptedby theU.S.Congressin1976,MagnusonFisheries U.S. WildFisheryLandings U.S. DepartmentofCommerce, NationalMarineFisheriesService. Unless indicatedotherwise, thefollowing sectionscontaindatacompiledbythe 00 milesoutfromthecoastline. w aquatic plantsandanimalsbroughtashore andsold.” Note that landingsoffishmay ofround(live) beinterms andother shellfish, definescommerciallandingsasthe“quantitiesoffish, Service The NationalMarineFisheries orregistered inforeigncountriestolandfishcatchesatU.S.ports. prohibits vesselsconstructed thelaw Currently, restrict U.S.flaggedfishingandprocessing vesselswithalargepercentageofforeignownership. F oreign flaggedfishingvesselsarenon-U.S. ownedand/orregisteredvessels.TheMagnusonActwas revised to Fi eight ordressedweight Source: National Marine Fisheries Service (NMFS) Service Source: NationalMarineFisheries Million Pounds The gradualphaseoutwithintheEEZofbothforeign-flaggedfishing gure 1.1:AlaskaPollock Catch, U.S.vs.Foreign, 1985—1994 1,000 1,500 2,000 2,500 3,000 3,500 500 0 1985 I Foreign Catch 1986 1987 I JointVenture Catch 1988 1989 1990 I

U.S. Catch 1991 1992 2 of ediblefishery 1993 1 and 1994

The Marketplace for Sustainable Seafood 3 Seafood Choices Alliance Figure 1.2: U.S. Commercial Fish Landings, by Volume, 1992–2001

As the largest 9 8

domestic fishery, 7 Alaska pollock 6 5 landings total 4

3 billion pounds, 3 40 percent of 2

Billion Pounds Round Weight Equivalent Round Weight Billion Pounds 1 total U.S. 0 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 commercial fish Source: National Marine Fisheries Service landings.

After peaking at 8.2 billion pounds in 1993, total commercial landings of edible fishery products began declining and, for the past several years, have hovered around 7 billion pounds3, valued at approximately $8 billion (See Figure 1.2).

Seafood Choices Alliance Seafood Figure 1.3: U.S. Wild Fishery Landings, 2000 vs. 2001 4

Alaska Pollock +21.9%

Pacific Cod -11.1%

Pacific Salmon +14.9%

Flounders -14.8%

Crab -9.0%

Herring +25.2%

Shrimp -2.1%

Rockfishes -12.0% The Marketplace for Sustainable Seafood The Marketplace for Clams +4.2%

Halibut +4.0%

0 500 1000 1500 2000 2500 3000 3500 Million Pounds Round Weight I 2000 I 2001 Source: National Marine Fisheries Service

Annual domestic commercial landings are now heavily dependent upon Alaskan production—as Alaska fisheries comprise 68 percent of total U.S. fish landings, valued at $870 million.

3 This estimate does not include aquaculture species production. Alaska pollock landings, in particular, have rescued U.S. wild fishery landings from significant decline. As the largest domestic fishery, Alaska pollock landings total 3 billion pounds, 40 percent of total U.S. commercial fish landings. And, in 2001, alone, Alaska pollock landings increased by 22 percent (See Figure 1.3). Thus, a small percentage shift in the Alaska pollock supply can significantly affect total U.S. wild fishery landings. As Figure 1.3 illustrates, Alaska pollock landings are followed—only distant- ly—by Pacific salmon and Pacific cod landings. But where Pacific salmon landings have increased in recent years, Pacific cod landings have declined. Significant declines in other U.S. commercial fisheries, such as Atlantic cod, are often not reflected in the total landings statistics.

U.S. Aquaculture Although U.S. aquaculture production was down in 2001, due to reductions in catfish, trout, and tilapia output, aquaculture still contributes significantly to U.S. seafood supply. In 2001, domestic aquaculture contributed an estimated In 2001, total 800 million pounds to the U.S. seafood supply. Despite recent declines, growth U.S. edible in domestic aquaculture production has been fueled primarily by catfish production, which totaled 600 million pounds (live weight) in 2001. seafood supply totaled 9.5 Trade and the U.S. Seafood Supply In 2001, total U.S. edible seafood supply4 totaled 9.5 billion pounds, worth some

billion pounds $15.3 billion. The supply included domestic landings of 7.3 billion pounds Choices Alliance Seafood worth some (round weight) and 8 billion pounds of imports—minus 5.8 billion pounds of 5 exports (See Figure 1.4). Imported seafood was valued at $9.9 billion while exports $14.7 billion. were worth $2.6 billion for a seafood trade deficit of $7.3 billion (See Figure 1.5).

Figure 1.4: U.S. Seafood Trade, by Volume, 1992–2001

5 The Marketplace for Sustainable Seafood The Marketplace for 4

1 Billion Pounds Round Weight Equivalent Round Weight Billion Pounds 0 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 I Imports I U.S. Commercial Landings I Exports Source: National Marine Fisheries Service

4 The edible seafood supply equals domestic landings (not including aquaculture) of edible products plus imports of edible seafood, minus exports of edible seafood. It is expressed in round weight equivalent and is unadjusted for annual inventory changes. Figure 1.5: U.S. Seafood Trade, by $ Value, 1992–2001

$12 $10 $8 $6 $4 $2

$ Billion $0 -$2 -$4 -$6 -$8 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 I Imports I Exports I Trade Balance Source: National Marine Fisheries Service

Figure 1.6: Leading U.S. Seafood Exports, 2000 vs. 2001

Fresh/Frozen Salmon -14.2% Seafood Choices Alliance Seafood Surimi +6.4% 6 American Lobster -9.9%

Crabs and Meat -19.2%

Pollock Roe +122.9%

Canned Salmon +13.7%

Flatfish -8.9%

Sea Urchin Roe -25.8%

Salmon Roe -17.0%

Fresh/Frozen Shrimp -11.9%

The Marketplace for Sustainable Seafood The Marketplace for $0 $50 $100 $150 $200 $250 $300 $350 $400 $ Million I 2000 I 2001 Source: National Marine Fisheries Service

U.S. Seafood Exports Of domestic fish landings, a significant percentage is exported to meet foreign demand for many U.S. species. In 2000 and 2001, the major U.S. exports were fresh/frozen salmon, surimi (pollock), and American lobster. In 2001, pollock roe exports increased by 123 percent, making it the top exported species in that year (See Figure 1.6) U.S. Seafood Imports According to the United Nations Food and Agriculture Organization (FAO), the U.S. imports 76 percent of all the seafood it consumes. This importation is of higher per pound value species ($2.40 per pound) compared to the lower per pound species we export ($1.25 per pound), which contributed to the $7.3 billion seafood trade deficit (in 2001). In 2001, seafood imports accounted for 2.1 percent of the overall U.S. trade deficit (for goods and services). Shrimp leads U.S. seafood imports at $3.6 billion, despite a slight decline from 2000. Shrimp imports are trailed by lobster imports ($827 million), whole tuna imports ($515 million), and salmon fillet imports ($495 million) (See Figure 1.7).

Figure 1.7: Leading U.S. Seafood Imports 2000 versus 2001

Shrimp -3.5%

Lobster (+ meat) -6.4%

Whole Tuna -1.0%

Salmon Fillets +5.1%

Groundfish Fillets -15.0%

Whole Salmon -3.0% Seafood Choices Alliance Seafood Canned Tuna +21.2% 7 Scallop Meats -39.6%

Fish Blocks -23.9%

Flatfish Fillets -16.9% $0 $500 $1000 $1500 $2000 $2500 $3000 $3500 $4000 $ Million In fact, without I 2000 I 2001 imports it is Source: National Marine Fisheries Service certain that seafood would Implications of the Supply Data The Marketplace for Sustainable Seafood The Marketplace for be far less In 2001, only 23 percent of U.S. edible seafood supply came from domestic sources available on (capture fisheries and aquaculture). In fact, without imports it is certain that seafood would be far less available on restaurant menus, fish markets, and grocery store restaurant counters. With domestic fisheries facing stronger fishing regulations and with limited menus, fish growth opportunities in domestic aquaculture (because of land, water, climate, and political limitations), the U.S. seafood industry will continue to turn to foreign sup- markets, and ply—of both wild and aquaculture species—in order to meet domestic demand for a grocery store variety of seafood products. counters. The Marketplace for Sustainable Seafood 8 Seafood Choices Alliance of theU.S. economy slowed Although growth expenditures on peaking at$55 billion in2001. Overview Overview Demand Seafood seafood have n20,U.S. in 2001, expenditures continued to in theU.S. rise—with consumer seafood U.S. (SeeFigure2.4). canned tunawas displacedby shrimp as theleadingseafoodconsumedin offset by increaseddemandforfreshseafood(SeeFigure2.3).Infact,in2001, ences inthepastdecade. Declinesincannedseafoodconsumption have been by Figure 2.2).From1992to2001, thevolume ofU.S.seafoodconsumptiongrew seafood consumptionhasincreasedduetogrowth intheU.S.population(See ov spurred a$14billiongrowth in expendituresbetween 1996and2001. tor demandforhighervalue seafoodsincludingcrab, fishfillets, andshrimp sharp increaseinshrimpconsumptioncombinedwithgrowth inrestaurantsec- ditures onseafoodreachedanalltimehighof$55billion(SeeFigure2.1).A U.S. DepartmentofCommerce, NationalMarineFisheriesService. Unless indicatedotherwise, thefollowing sectionscontaindatacompiledbythe Fi er thepastseveral decades—around15poundsedibleweight—overall U.S.

Source: National Marine Fisheries Service Source: NationalMarineFisheries There hasalsobeensignificantchangeinproductform andspeciesprefer- While percapitaconsumptionofseafoodhasremained relatively constant Although growth intheU.S.economy slowed in2001, U.S.consumer expen- approximately 450 millionpounds(edibleweight). $ Billion gure 2.1:U.S.ConsumerExpendituresonSeafood, 1993–2001 $10 $20 $30 $40 $50 $60 $0 1993 1994 1995 1996 1997 1998 1999 2000 2001 Figure 2.2: U.S. Seafood Consumption Volume

4.4 4.3 4.2 4.1 4.0 3.9 3.8 3.7

Billion Pounds Edible Weight Billion Pounds 3.6 3.5 3.4 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001

Source: National Marine Fisheries Service

Figure 2.3: U.S. Seafood Consumption 1980–2001

12 Seafood Choices Alliance Seafood

10 9

6 ounds Per Capita ounds Per P 4

0 Out-of-home 1980 1990 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 I I I consumption Fresh/Frozen Canned Cured Source: National Marine Fisheries Service represents two-

thirds of all Sustainable Seafood The Marketplace for Of the volume of seafood consumed in the U.S., one-third is consumed out of consumer the home. But in dollar terms, out-of-home consumption represents two-thirds expenditures of of all consumer expenditures on seafood. In 2001, consumer spending at foodservice establishments totaled $38 billion. This volume to value ratio is explained seafood. by the significant amounts of canned tuna and other lower cost seafoods consumed at home, relative to higher cost seafoods consumed at restaurants. The USDA forecasts that the foodservice sector of the domestic seafood market will grow at a faster rate (both in terms of volume and value) than at-home consumption over the next several decades. Currently, according to the 2001 Restaurants and Institutions Menu Census, salmon and shrimp (both high cost items) continue to be the most frequent seafood menu items. Salmon is on 39 percent of all foodservice menus, 71 percent of fine dining menus, and 49 percent of casual dining menus. 10 The Marketplace for Sustainable Seafood Seafood Choices Alliance U.S. consumption of salmon(fresh, percent between 1988 and2001. consumption of U.S. is farmed. U.S. isfarmed. increased 366 urnl,over Currently, salmon inthe 80 percentof non-canned frozen and canned) • F • • • • of some4billionpounds(roundweight) annuallyby 2020. food items.Theseforecastedchangestranslateintoan increaseinseafooddemand centage ofthepopulationthatwillbebotheatinghealthier andspendingmoreon leadingtoalargerper- that therewillbe70millionAmericansover theageof60, theUSDA alsoestimates while percapitaconsumptionofbeefwilldrop.By2020, sumption ofseafoodwillriseto16pounds(from14.8 in2001)by 2020, estimatesthatpercapitacon- eral decades.TheUSDA EconomicResearchService and changingdemographicsareexpectedtopushdemandhigherover thenextsev- increasesinU.S.population Despite therecentstabilityofU.S.seafooddemand, Implications ofDemandData igure 2.4:TheMostConsumedSeafoods intheU.S. iednn etuat,csa/hm etuat,andhotel/motels. casual/themerestaurants, fine diningrestaurants, Institutions Menu Census for2001 Accordingtothe consumption ofsalmonintheU.S.isfarmed. over 80percentofthenon-canned mostnotablyinChile.Currently, production, percent between 1988and2001.Thisincreaseistheresultofmajoraquaculture fast foodestablishments. Menu Censusfor2001 o Thailand asitsleadingsupplier. (in Shrimpisbothcaughtinthewildandfarmed with ofshrimp fromover 40countries, $3.6billionworth the U.S.imported Catfish— P Salmon— Canned Tuna— Shrimp— maintain anannualoutputof2to3billionpounds. andaslow-priced fillets.Alaskapollockismanagedto fishsandwiches, sticks, P each year. produceapproximately600millionpounds(roundweight) ofcatfish fish farmers U.S. states.Currently, development ofaquacultureoperationinthesouthern canneries. butU.S.flaggedvesselsarestillamajorsupplierto outside thecontinentalU.S., canned tunaremainsapopularseafooditem.Almostallisproduced ver 60 countries around the world). Accordingtothe ver 60countriesaroundtheworld). lokfnsiswyit h ..de ssrm efo atfca rb,fish crab), ollock findsitsway intotheU.S.dietassurimiseafood(artificial ollock— Catfish consumptionhasincreasedsteadilyintheU.S.through Shrimp is the most popular seafood in the U.S. and the world. In2001, Shrimp isthemostpopularseafoodinU.S.andworld. Alaska pollockisamajorcomponentofU.S.seafoodconsumption. ..cnupino amn(rs,frozenandcanned)increased366 U.S. consumptionofsalmon(fresh, Although ithasfallentosecondplaceinU.S.consumption, , shrimp toppedmenusatfamily/mid-scalerestaurantsand , salmon isthetopmenuedfish/seafooditemat Restaurants andInstitutions Restaurants and Sustainability Attitudes on the environmental seafood industry. Consumer associated with than thereisof impacts ofthe much greater aw health issues consumption commercial areness of There is seafood once aweek (seeFigure3.1). ov seafood morethanonceamonthand month. Mostofthoseconsumerseat who consumeseafoodatleastoncea attached inAppendix2. questionnaire usedintheSurvey is major resultsfromthisresearch.The sumers. Thissectionhighlightsthe national survey ofseafoodcon- research includedfocusgroupsanda consumer attitudesonissuesofseafoodsustainability. Thefirstphaseofthis be consideredreliable orvalidinthestatisticalsense. dom natureofthesample precludesgeneralization.The findings fromthefocusgroupresearch presentedherecannot non-ran- Thesmall, ofseafoodconsumers. tative innatureandcannotbestatistically projectedontothelargeruniverse who spendatleast$15onseafoodmeals inrestaurantsseveral timesperyear. arequali- Focus groupsand interviews andonthebasisofbeingatleastoccasionalseafoodeaters sen forpaying affairs atleastsomeattention tocurrent Respondentsweregroups were andthreeamongfemale consumers. cho- conductedamongmaleseafoodconsumers can belarger. forsubgroupsofthesamplevariesand is +/-3.0percentagepointsatthe95%confidencelevel. Themargin oferror they forthesampleasawhole consumeseafoodatleastonceamonth.Themarginoferror and olderwhoreported reached1,000respondents18 TheMellmanGroup.survey conducted by research firm, theindependentmarket toensurestatisticallyvalidity.Random DigitDialsamplemethodology Thequestionnairewas designedandsurvey was was conductedusinga ofU.S.seafoodconsumers conductedinMarch2001.Thesurvey The nationwidesurvey 5 ful environmentalimpactsassociatedwithsometypes ofcommercialfishing. compared toonlyathird(33percent)whohadheardgreatdealaboutharm- heard agreatdealaboutthepositive healthbenefitsassociatedwitheatingfish Figure 3.2).For example, morethan half(57percent)ofseafoodconsumershad there was oftheenvironmental impactsofthecommercialseafoodindustry(See greater awareness ofhealthissuesassociatedwithseafoodconsumptionthan associated withthecaptureorproductionofseafood.Infact,therewas much At A Nationwide SurveyofU.S.Seafood Consumers. The following sectionrelies ondatafrom TheSeafood ChoicesAlliance Consumer Survey Methodology Footnote Methodology Consumer Survey oa fsxfcsgop eecnutd w ahi ahntn C hcg,andLosAngeles.Threeofthe Chicago, DC, A totalofsixfocusgroupswere conducted;twoeachinWashington, wareness ofSeafood HealthandSustainabilityIssues

er athirdconsumeseafoodatleast The Survey reached1,000adults In 2001, SeafoodChoicesAllianceundertookacomprehensive lookatU.S. the timeofstudy, consumershadlow awareness ofsustainabilityissues 5 Seafood Consumption F neawe 31% 16% 29% 25% More thanonceaweek Once aweek coupleweeks Once every Once amonth N=1000 igure 3.1:Frequency of 11 The Marketplace for Sustainable Seafood Seafood Choices Alliance Figure 3.2: Awareness of Seafood Health and Sustainability Issues

N=1000 Great Some Not Too Nothing Deal Much Positive health benefits of eating fish 57% 32% 7% 4% Harm from eating contaminated/unsafe fish 41% 37% 15% 6% Harm done to ocean environment by certain kinds of commercial fishing 33% 38% 17% 11% Harm done to the environment by certain kinds of fish farming 12% 23% 26% 34%

Question: I’m going to list some things you may have heard about fish and fishing. After each, please tell me whether you have heard a great deal, some, not too much, or nothing at all about this aspect of fish and fishing. If you are not sure please say so. Question items were rotated.

Awareness of harmful impacts associated with some types of fish farming was quite low, with only 12 percent having heard a great deal. Seafood Choices Alliance Seafood

12 Figure 3.3: Awareness of Seafood Source, Wild Caught or Farmed Do you know if most of the fish or other seafood you buy is raised in farms or caught in oceans and rivers?

60%

50%

40%

30% unds Per Capita unds Per 20% Po

The Marketplace for Sustainable Seafood The Marketplace for 10%

0% Raised on Farms Wild Caught Both Don’t Know

American seafood consumers appear to know little about the source of the fish and shellfish they eat, as evidenced in Figure 3.3. A majority (52 percent) are unable to say whether the seafood they purchase is wild-caught or farmed. Slightly over one-third (39 percent) believe they know—28 percent believe their fish and shellfish to be wild-caught, while 11 percent believe it to be farmed.

Key Factors In Seafood Purchasing Improving and maintaining one’s health is the most significant factor consumers cite when considering their reasons for eating seafood. In focus groups, consumers Box A: In Focus: What are the main reasons you eat seafood?

• It’s nutritious. (male, Los Angeles) • You want to avoid the red meat. (male, Chicago) • It is high protein, low fat. (male, Chicago) • Health. (female, Chicago) • Fish oils that are good for your digestive system. (female, Chicago) • It’s very healthy. (female Los Angeles) • Yes, it’s got Omega-3. (female Los Angeles) talked about their desire to reduce or limit the amount of red meat in their diets as well as information about the benefits of Omega-3 fatty acids (See Box A). When asked to think about the various factors they consider when purchasing seafood, most consumers give primary importance to freshness, health, taste, and price. Freshness and the possibility of contamination are the most critical factors (See Figure 3.4). Following these immediate health considerations, consumers rank the taste and texture of the fish, its nutritional or health benefit, and price as the next most important factors in determining their seafood buying decisions. Given consumers’ low awareness of environmental impacts associated with seafood, it is not surprising that these aspects do not weigh as heavily in

their purchasing decisions as others previously mentioned. Indeed, sustainability Choices Alliance Seafood

Figure 3.4: Factors in Seafood Purchasing

N=1000 Great Deal of Very Important Importance Freshness or smell 44% 48% Possibility of contamination 37% 41% Taste or texture 33% 54% Health/nutrition 21% 49% Price 18% 35% The Marketplace for Sustainable Seafood The Marketplace for Eaten before 16% 39% Whether species overfished 15% 29% Possible harm to other ocean creatures 14% 33% Possible harm to ocean environment 13% 30%

Question: Now I am going to read you a list of things that some people have told us they consider when they are deciding what kind of fish or other seafood to buy in a store or restaurant. After each, please tell me whether it is one of the most important factors that you personally consider, a very important factor, a somewhat important factor, a not too important factor, or not an important factor at all when you decide what kind of fish or other seafood to buy. If you are not sure about a particular item, please say so. Thirty-seven factors—such as the biological status of the species and whether the capture or percent of farming of the species causes harm to other ocean creatures or the ocean environment—are of much less importance to seafood consumers at the present time. consumers At the same time, many seafood consumers report that they have made reported they seafood selections in the past with environmental considerations in mind. Thirty-seven percent (37 percent) reported they had decided not to buy a certain had decided not kind of seafood because of potential environmental impacts to the ocean. While to buy a certain this is far fewer than the 57 percent who have decided not to purchase a particular seafood due to health or contamination concerns, it represents a significant kind of seafood number of consumers who are willing to modify their seafood purchases when a because of concern is brought to their attention. In focus groups, when asked to think about environmental issues associated potential with fish and fishing, consumers gravitate toward pollution and overfishing. environmental They are concerned about possible health issues related to eating fish caught in contaminated or polluted water. They also draw on their recollections of hearing impacts to the that certain fish are being “fished-out“ (See Box B). ocean…it represents a Box B: In Focus: What if anything, have you heard about environ- significant mental issues and fishing?

number of • I have seen documentaries on that, particularly in New England where they are

Seafood Choices Alliance Seafood consumers who fished-out. (male Chicago) 14 • Well, was it the rockfish, which was like endangered around this area, people are willing to stopped serving rockfish. Well why was that? Because we were going to fish it modify their out. (male DC) • Well, it’s just like crabs. At one time they were this big, now you only get them this seafood big. And that’s because we’re over fishing them. And I think our hunger for them is purchases when making the fishermen overfish the area. Eventually we may not have any more. (male DC) a concern is • This is a 25 year old problem that Jacques Cousteau identified. We are over-har- brought to their vesting and killing off fish. The sea is no longer going to be a resource for nutrition. (male Chicago) attention. • Mercury in the fish. (male Chicago) • When I buy fish, I do have concern for the waters that they are swimming in and The Marketplace for Sustainable Seafood The Marketplace for what kind of pollution is going into the waters and what is absorbed in them. I wish there was some meter or something so you would know what kind of toxins are in the fish that you are eating. (male Chicago)

Desire for Information Generally speaking, American seafood consumers do not feel that they have enough information about the seafood available to them. In particular, when asked about their ability to identify specific seafood that is overfished or pro- duced in way that may harm other ocean life or the environment, only 2 in 10 consumers say they have enough information to do so. Consumers feel only slightly better able to distinguish seafood that poses a health risk (See Figure 3.5). A majority of seafood consumers (67 percent) say they are interested in getting more information about the environmental impacts associated with Generally speaking, consumers donot consumers a information about American seafood vailable tothem. are interestedin associated with (67%) say they environmental f A majorityof getting more have enough eel thatthey the seafood information consumers about the seafood. impacts seafood F F about a particular itempleasesay so. about aparticular Ifyouare not sure notatallinterested. nottoointerested, somewhat interested, interested, very are youextremely interested inreceiving thatkindofinformation, pleasetellmehow interested youare inreceiving thatkindofinformation— each, niomn 1 2 34% 32% 11% 26% 31% 31% 22% 34% 12% 41% cial 12% environmental impactsassociatedwithcommer- 16% abouttherangeofharmful Information environment fish caughtinaway theocean thatharms to alternatives List offishthatarepreferred with thefishyouarebuying 23% what environmental impactsareassociated store orrestauranttohelpyoudetermine 34% A listofquestionsyoucanaskatthegrocery 20% ocean environment 17% a 42% List ofdifferentkindsfishandseafoodto and seafood 21% kindsoffish associated witheatingcertain aboutthepositivehealthimpacts Information from andhowthey were caught 70% aboutwherethefishyoubuycome Information kinds ofseafood with eatingcertain aboutthehealthrisksassociated Information 28% N=1000 76% to youoryourfamily? kinds ofseafoodthatposeahealthrisk tobeableidentify enough information 20% Do youfeellike youdoornothave sea creaturesortheoceanenvironment? caught inaway toother thatisharmful kinds ofseafoodthatareoverfished or tobeableidentify enough information Do youfeellike youdoornothave N=1000 Question: igure 3.5:Seafood Information igure 3.6:InterestinTypes ofSeafood Information void because of harmful impactstothe void becauseofharmful ihn o oua ihadsaod1%3%31% 31% 11% fishing forpopularfishandseafood ’ on ols oetpso nomto o a e bu efo.After I’m going tolistsometypesofinformation youcanget aboutseafood. aeeog Donothave enough information Have enough xrml eySomewhat Interested Interested Very Interested Extremely 15 The Marketplace for Sustainable Seafood Seafood Choices Alliance Seventy-one seafood. When asked, “How interested are you in getting more information percent (71 about what types of seafood are overfished or caught in a way that is harmful to other sea creatures or the ocean environment,“ 26 percent of respondents said percent) indicate they were “very interested” and 41 percent were “somewhat interested.” This that seeing an compares favorably to 17 percent who were “not too interested” and 14 percent who were “not at all interested.” “environmentally The types of information consumers are most interested in receiving center on responsible“ health risks and benefits of eating fish, as is demonstrated in Figure 3.6. When it comes to environmental concerns, 51 percent of seafood eaters are “extremely“ label would or “very interested” in learning how and where their fish and shellfish were make them caught. A significant number (46 percent “extremely“ or “very interested") also express interest in receiving specific guidance about which fish they might want more likely to to avoid because of associated harmful environmental impacts. buy a particular Support for Labeling seafood item. Beyond simply getting information, seafood consumers support labeling fish and seafood at the point of purchase—specifically, whether it was caught in a way that might harm the ocean environment. Labeling is by far the preferred way to get such information when compared to news articles, other printed materials, or even the Internet (See Figure 3.7). Indeed, consumers indicate they would use labels to make different choices, and they are favorably disposed toward restaurants and grocery stores that would

Seafood Choices Alliance Seafood use an “environmentally responsible“ label on their seafood. Survey respondents

16 were asked three questions about their likelihood to purchase fish and seafood that carried an environmentally responsible label (See Figure 3.8). Seventy-one percent (71 percent) indicate that seeing an “environmentally responsible“ label

Figure 3.7: Preferred Seafood Information Channels

N=1000 Extremely Somewhat Very Interested Interested interested Label on the fish you buy in the store 31% 35% 18% Cookbook containing recipes for fish that are The Marketplace for Sustainable Seafood The Marketplace for good environmental choices 20% 31% 22% Newspaper articles 19% 32% 28% A website about seafood 11% 19% 20% Articles in food or cooking magazines 10% 23% 26% A printed card to carry in wallet 10% 15% 21% A file to download on PDA or cell phone 4% 10% 13%

Question: I’m going to list some ways in which you could get that information on what types of seafood are not overfished or caught in a way that harms the ocean environment. After each, please tell me how interested you are in receiving information in that way—are you extremely interested in receiving information in that way, very interested, somewhat interested, not too interested, not at all interested. If you are not sure about a particular item please say so. would make them more likely to buy a particular seafood item. Similarly, 67 percent would be inclined to order an “environmentally responsible“ seafood item at a restaurant. Many seafood consumers agree that the use of such labels at grocery stores and restaurants would increase their favorable feelings toward these establishments. When survey respondents were presented with a range of possible solutions— from bans on certain species to mandatory changes in fishing gear—to mitigate harmful environmental impacts from fishing and fish farming, they generally favored most proposals. However, consumers are most enthusiastic for the use of labeling. In particular, as demonstrated in Figure 3.9, they support labels stating whether the species is overfished, caught in a way that can harm the ocean environment, or caught in a environmentally responsible manner.

Willingness to Change Consumption When it comes to changing seafood consumers’ dining habits, the old adage “there are plenty of other fish in the sea“ appears to hold true. Survey respondents were willing to reduce their consumption of or give up any type of seafood about which

Figure 3.8: Impact of “Environmentally-Responsible” Seafood Label

N=1000

Much Somewhat No Less* Choices Alliance Seafood More More Difference 17 Suppose some kinds of seafood were labeled as “environmentally responsible,” would you be more or less likely to buy seafood that had an “environmentally responsible” labelor wouldn’t it make any difference? 41% 31% 18% 11% Suppose some seafood items on menus in restaurants were labeled as “environmentally responsible,” would you be more or less likely to The Marketplace for Sustainable Seafood The Marketplace for order seafood that was labeled as “environmentally responsible” or wouldn’t it make any difference? 39% 28% 19% 14% If you were to find seafood labeled as “environmentally responsible” in your supermarket or on a restaurant menu, would it make you feel more or less favorable about that store or restaurant or would it not make any difference? 34% 32% 25% 8%

*Less is “much less “&” somewhat less” combined 18 The Marketplace for Sustainable Seafood Seafood Choices Alliance F by oranotatallgood solutiontotheproblemscaused anotsogood solution, problem, asomewhat good solutionto the good solutiontotheproblem, whether itisavery pleasetellme Aftereach, dealing withtheproblemscausedby fishing. commercial hie 9 7 12% 37% 49% devices onshrimptrawling boats excluder forexamplerequiringturtle catch, Requiring specialgeartoreduceunintended choices about howtomake environmentally responsible available Making information toconsumers an environmentally responsiblemanner kindsofseafoodascaughtin Labeling certain N=1000 urudn niomn 3 9 13% 39% Question: 11% ocean environment 43% o 42% Consumer boycotts ofseafoodthatis allowed tocatchofoverfished species 43% Lowering arelegally theamountfishermen ocean environment is overfished orcaughtinaway the thatharms nottobuyseafoodthat Encouraging consumers environment surrounding raised inways thatdonotposethreatstothe offishthatcanbe Only allowingfarming impacts fromoverfishing environmentalRegulations toreduceharmful o Ban oncatchingspecificspeciesthatare environment or caughtinaway theocean thatharms kindsof seafoodasoverfished Labeling certain species order toreducewaste andcatchonlythetarget in Requiring betterfishinggearandtechnology igure 3.9:SolutionstoProblemswithCommercialFishing verfished orcaughtinaway the thatharms verfished omrilfsig fyuaentsr,pleasesay so. Ifyouare notsure, fishing. commercial (n=500) Now I'mgoing tolistsomepossiblesolutionspeoplehave suggested for (n=500) (n=500) (n=500) (n=500) (n=500) (n=500) (n=500) Idea Ve 9 9 10% 39% 49% 5 7 23% 37% 35% 17% 40% 40% 8% 40% 47% 9 0 17% 40% 39% 15% 34% 47% 10% 32% 49% 4 5 16% 35% 44% ry

Good Somewhat Good daNotgood Idea Not sogood/ at all Figure 3.10: Likely Consumption of Fish and Seafood Upon Learning of Environmental Concerns

Give up Eat less Eat same Total who % of Sample entirely would reduce who consumption currently eat this species Atlantic salmon 28% 45% 28% 73% 65% Swordfish 35% 35% 31% 70% 49% Snapper 27% 39% 34% 66% 59% Chilean sea bass 30% 35% 35% 65% 43% Pollock 30% 35% 35% 65% 54% Scallops 25% 39% 36% 64% 59% Canned tuna 22% 42% 36% 64% 86% Lobster 25% 37% 38% 62% 68% Shrimp 21% 38% 41% 59% 87%

Question: For each of the following kinds of seafood, please tell me if you found out that it was overfished or caught in a way that is harmful to other sea creatures or the ocean environment how that would affect your decision about whether to eat that particular seafood. Would you give up eating that kind of seafood entirely, continue eating that kind of seafood but eat less, or would you continue eating the same amount of that kind of seafood? If you are not sure about a particular item,

please say so. Choices Alliance Seafood 19 they were asked, if they were to learn that it is overfished or caught in a way that is harmful to other ocean creatures or the ocean environment. Consumers were willing to forgo even the most popular items like shrimp and tuna.

Implications of Consumer Attitudes to Sustainability

Although questions of sustainability are not top-of-mind for seafood consumers, their receptivity to receiving information about environmental implications of seafood con- The Marketplace for Sustainable Seafood The Marketplace for sumption indicates public tastes and purchasing habits can be harnessed to create change in this market. Significant numbers of consumers are willing to purchase “ocean-friendly” fish once they are aware there is a choice to be made. The coming decade will be a critical period to influence purchasing criteria in favor of sustainability as seafood consumption rises and this market expands. Chef, Restaurateur, and Retailer Attitudes on Sustainability In August of 2001, the Seafood Choices Alliance conducted a nationwide survey of chefs, restaurateurs, and seafood retailers. The survey reached 400 chefs and restaurateurs and 150 seafood retailers across 15 markets. The survey was designed and conducted by the independent research firm, Edge Research. For the chef/restaurateur sample, qualifying establishments were screened for a minimum of 25 percent of their menu composed of seafood dishes. For the retailer survey, establishments were screened to ensure they had a fresh seafood counter, not just frozen seafood. The chef, restaurateur and retailer questionnaires are attached as Appendix 3 and 4 to this report.

Awareness of Seafood Health and Sustainability Issues

Seafood Choices Alliance Seafood Professional purveyors of seafood, similar to consumers, know much more about

20 the health benefits associated with fish than they do about issues of sustainability (see Figure 4.1). However, within the purveyor community, chefs and restaurateurs are much more likely to be aware of environmental considerations related to commercial fishing than retailers.

Figure 4.1: Awareness of Seafood Health and Sustainability Issues

Heard a Great Deal Heard Some Chef/Restaurateur Retailer Chef/Restaurateur Retailer N=400 N=150 N=400 N=150 Positive health benefits The Marketplace for Sustainable Seafood The Marketplace for of eating fish 66% 53% 31% 41% Health risks from eating contaminated/unsafe fish 44% 36% 37% 39% Environmental impacts of certain kinds of commercial fishing 31% 21% 43% 47% Environmental impacts of certain kinds of fish farming 23% 13% 46% 42%

Question: I’m going to list some different things you may have heard about fish and fishing. After each, please tell me whether you have heard a great deal about this aspect of fish and fishing, some, not too much, or nothing at all about this aspect of fish and fishing. If you are not sure, please say so. acting toeducate facilitate ocean- friendly seafood establishments. to findaway to choices attheir purveyors want purveyors information or consumers, More than receiving willing todropitforenvironmentalimpactreasons. in theU.S.,yet 12percentoftheretailerswhocarryfarmedshrimpwould be farmed Atlantic salmonasbefore. Shrimp isoneofthetopconsumedseafoods for alternatives. Only24percentreportedthattheywould continueselling ful toothermarinelifeortheoceanenvironment,while51 percentwould look percent would stopsellingitif theylearneditwas farmedinaway thatisharm- offered Atlantic farmedsalmon, 23 among the70 percentofchefswho environmental concerns. For example, change theirofferingsinresponseto 4.3, chefsandretailersarewillingto the ocean. potential environmentalimpactsto because theywere concernedabout sell acertainkindoffishorseafood of retailerssaidtheydecidednotto chefs andrestaurateurs20 percent tions. Nearlyathird(30 percent)of because ofenvironmentalconsidera- their menusoroutofstores report having takenaseafooditemoff caught andfarmed. source aboutequallyfromwild culture with57percentsaying they are slightlymoredependingonaqua- ture fisheriesandfishfarms. Retailers sourced aboutequallyfromwild-cap- stores, 49percentofchefssay thatitis When askedaboutthesourceoffishandseafoodsoldintheirrestaurants their seafoodandofrelianceonfarmedfish(seeFigure5.2). seafood choicesattheirestablishments. to educateconsumers, purveyors want tofindaway tofacilitateocean-friendly responsible seafood(SeeFigure 4.5).Morethanreceivinginformationoracting connecting tosuppliersandfishinggroupsthatcan sourceenvironmentally cent) ofretailers(SeeFigure4.4). friendly totheoceanenvironment.Thesamewas trueforover athird (37per- seafood areabundant,well-managed, andcaughtorfarmedinaway thatis teurs saidtheywere interestedingettingmoreinformationaboutwhichtypesof tal concernsassociatedwithfishandseafood.Themajority ofchefsandrestaura- Chefs andretailersexpressedsomeinterestinlearning moreaboutenvironmen- Interest in“Environmentally-Responsible“ Seafood In addition,asillustratedinFigure Notably, many chefsandretailers Unlike generalconsumers, chefsandretailersarevery aware ofthesource Finally, thesurvey revealed thatchefsandretailersalikearemostinterestedin Seafood F between thetwooraren’t yousure? isitaboutequallydivided rivers, seafood yousellcaughtinoceansand farmed orismostofthefishother the fishorotherseafoodyousell Ismostof enclosed pensintheocean. orinlandpondsin in enclosedtanks, is thepracticeoffarmingorraisingfish bu qa 9 57% 35% 8% Question: 49% About equal 40% 9% wild-caught Primarily farmed Primarily igure 4.2: Source of Fish and igure 4.2:SourceofFish syumyko,aquaculture As youmay know, =0 N=150 Retailer N=400 Restaurateur Chef/ 21 The Marketplace for Sustainable Seafood Seafood Choices Alliance 22 The Marketplace for Sustainable Seafood Seafood Choices Alliance F About SustainableSeafood F not toointerested ornotatallinterested? somewhat interested, interested, you very friendly totheoceanenvironment? Are and caughtorfarmedinaway that is well-managed of seafoodare abundant, ting more informationaboutwhattypes neetd1%29% 32% 12% 33% interested 24% Not atall 4% interested 49% Not too interested 17% Somewhat interested Very Question: igure 4.4:InterestinInformation item, please say so. Please tell me if you do not currently sellthattypeofseafood. Pleasetellmeifyoudonotcurrently pleasesay so. item, you continue tosellthe seafoodasbefore? Ifyouare notsure about aparticular orwould continue sellingthat kind ofseafoodbut lookforcomparablealternatives, Would youstopsellingthatkindofseafoodentirely, seafood. to sellthatparticular tures ortheoceanenvironment how thatwouldaffect yourdecisionaboutwhether that itwas overfished orcaughtfarmedinaway thatisharmfultootherseacrea- hip1%9 0 2 0 55% 58% 40% 32% 34% 43% 58% 27% 40% 22% 9% 24% 45% 43% 32% 12% 18% 54% Question: 51% 18% 13% shrimp 11% Wild-caught shrimp 24% Farmed 23% sea bass Chilean salmon farmed Atlantic item carrying Among those igure 4.3:ResponsetoSeafood Environmental Concerns How interested are youinget- F rec ftefloigknso efo,pleasetellmeifyoufoundout or eachofthefollowing kindsofseafood, =0 N=75 Retailer N=200 Restaurateur Chef/ =0 =5 =0 =5 =0 N=150 N=400 N=150 N=400 N=150 N=400 hf ealrCe/Rtie hf Retailer Restaurateur Chef/ Retailer Restaurateur ContinueSelling/ Chef/ Retailer Look for Alternatives Restaurateur Chef/ Stop Selling No impact F ters will be a critical step in bringing good seafood choices into consumers’ homes. willbeacriticalstepinbringinggoodseafood choicesintoconsumers’ ters storesandfishcoun- Increasing thesupplyof“ocean-friendly”productsingrocery tant avenue foreducatingthepublicandinfluencingcommercial fishingindustry. is alsogoodfortheenvironment. These“gatekeepers” willcontinuetobeanimpor- is possibletoincreaseawareness andappreciationofseafoodthattastesgood promisethatit ocean-friendlyseafooddishesoffers consumers interested inserving consumer demandforsustainableseafood.Thefactthatchefsandrestaurantsare arekey chefsandrestaurateurs players increatinggreater offoodtrends, As setters AttitudestoSustainability Implications ofPurveyor to…. If you are not sure about a particular itempleasesay so. Ifyouare notsure aboutaparticular to…. unwilling orvery somewhat unwilling, somewhat willing, willing, ties—are youvery Question: o ue1%3% 19% 17% 10% 16% 43% Not Sure Unwilling 12% Very 26% Unwilling Somewhat Willing Somewhat Ve orfishinggroups ble suppliers Buy fishfromenvironmentally responsi- igure 4.5:WillingnesstoAct ry

iln 6 17% 36% Willing Please tellmehow willing youwouldbetodoeachofthefollowing activi- =0 N=150 Retailer N=400 Restaurateur Chef/ o ue7 5% 57% 19% 7% 43% 16% Not Sure Unwilling 26% Very 19% Unwilling Somewhat Willing Somewhat Ve candecide ment socustomers on seafoodandtheoceanenviron- Provide literatureinyourestablishment ry

iln %3% 5% Willing =0 N=150 Retailer N=400 Restaurateur Chef/ 23 The Marketplace for Sustainable Seafood Seafood Choices Alliance Conclusion U.S. per capita seafood consumption has increased in the last decade due to population growth, and forecasters predict that the overall demand for seafood will become even stronger in the coming decades. With U.S. fish landings remaining relatively static for some time, it is unlikely that domestic fishing output will meet increasing seafood demand in the U.S. This shortfall will have to be made up through aquaculture and seafood imports.

A strong case can be made for the role of sustainable fisheries and fish farms in meeting this demand. Items offered in the seafood case and on the menu today should still be available twenty years from now. Seafood that comes from environmentally responsible and well-managed sources ensures both a lasting and diverse supply of seafood for the future. While consumers currently have low awareness about sustainability issues

Seafood Choices Alliance Seafood related to seafood, a significant number (over one third) indicate they are will-

24 ing to modify their seafood purchases in favor of environmentally responsible seafood. And a majority is interested in obtaining more information about the environmental impacts associated with seafood. Seafood purveyors (chefs, retailers, and suppliers) express a similar interest in obtaining such information. It’s clear that a marketplace for sustainable seafood exists, and that there is a need for information at both the consumer and the purveyor levels. Seafood Choices Alliance is the mechanism for facilitating this information exchange. As a clearinghouse for seafood purveyors, Seafood Choices makes use- ful information (from government, scientific, and conservation sources) conve- niently available through our quarterly newsletter and online SeaSense database of popular seafood items. Seafood Choices Alliance has reached out to over 1,700 individuals from the seafood sector who are interested in meeting both an The Marketplace for Sustainable Seafood The Marketplace for economic and environmental bottom line. Subscribing is free and entails no fur- ther obligation than endorsing our Statement of Principles (See page 40). Seafood Choices Alliance also assists the conservation community in its edu- cation efforts aimed at consumers. Seafood Choices has established partnerships with over 30 conservation organizations working on sustainable seafood issues, leveraging these individual efforts in support of the larger goal: better conservation of our ocean resources. Appendices 25 The Marketplace for Sustainable Seafood Seafood Choices Alliance 26 The Marketplace for Sustainable Seafood Seafood Choices Alliance R Appendix 1:ListofMarketsSurveyedfor theChef, e ren South Po South Denver West New Orleans Miami South DC (DC+WV+VA+MD) East South Charleston East Atlanta South Detroit Midwest Chicago Midwest Philadelphia (someNJ) REGION NYC (someNJ) Boston East MARKETS SURVEYED o nee West West Seattle West Los Angeles San Francisco estaurateur andRetailer Survey r ln alO)West tland (allOR) . How muchresponsibilitydoyou have forFOOD ORGROCERY shoppinginyour household—areyou completelyresponsible, partly 2. Abouthow oftenwould you say you eatfishorotherseafoodathomeinrestaurants? 1. Areyou registeredtovote atthisaddress? 1a. Note: Allresultsgiven aspercentages. March 2001 Results(SampleSize=1000) National Survey Seafood ChoicesAlliance Appendix 2:SurveyofConsumers . Asyou may know, aquacultureisthepracticeoffarmingorraisingfishinenclosedtanks, orinlandpondsinenclosedpe 5. How muchresponsibilitydoyou have formaking your family’s decisionsaboutwhatseafoodtobuy—areyou completelyresponsi 3. . How importantisyour familiaritywithabrand inyour decisionaboutwhethertobuythatproduct—is itoneofthemostimpo 7. SPLIT SAMPLEA How importantisthepotential 6. [ROTATE Q.6ANDQ.7/Q.8] Doyou eatfishorotherseafoodmoreoftenathomeinrestaurants? 4. and lobster. READ: For purposesofthissurvey, we willuseseafoodtomeanbothfishwith fins, liketunaandsalmon,shellfish, likes opeey...... 7 o tal...... Notatall P ...... 57% Completely responsible, ornotatallresponsibleforyour family’s shoppingdecisions? ...... [VOL] Don’tknow/not sure Morethanonceaweek...... 29% Once amonth Onceaweek...... TERMINATE A coupleoftimesayear ...... Onceevery coupleofweeks Once ayear...... TERMINATE Never...... TERMINATE No...... 16 Ye Female...... 48% Male R the fishorotherseafoodyou buyiscaughtinoceansandrivers ordon’tyou know aboutthis? ocean. Doyou happentoknow ifmostofthefishorotherseafoodyou buyinstoresorrestaurantsisraisedfishfarmsi Don’tknow...... R ...... 40 In restaurants ...... Notatall P ...... 54% Completely partly responsible, ornotatallresponsibleforyour family’s decisionsaboutwhatseafoodtobuy? oehtiprat...... 2 Don’tknow...... 28 Somewhat important Nottooimportant...... V One ofthemostimportant...... 12% product? factors, very important,somewhatnottooimportantor atallimportantinyour decisionaboutwhethertobuyth Don’tknow...... 30 Somewhat important Nottooimportant...... V One ofmost...... 10% whether tobuythatproduct? most importantfactors, very important, somewhatimportant,nottooimportantoratallinyour decisionabout Don’tknow/not sure...... 28 Caught inoceansandrivers At r motn...... 5Notatallimportantt...... ery important...... 35 ...... Notatallimportant ery important...... 36 rl ...... 6Don’tknow...... 36 artly rl ...... 9Don’tknow...... 39 artly ie nfrs...... 1%Both(vol.)...... 11% aised onfarms ...... 17 estaurants andhomeequally[vol]

s oe...... 4%Someplaceelse[vol] ...... 42% home ...... 8%dntko/eue ...... don’tknow/refused ...... 84% environmental impact of aproducttoyour decisionaboutwhethertobuythatproduct—isitoneofthe READ LIST: ...... 52 ...... 0 ...... 1 ...... 7 ...... 6 ...... 1 ...... 1 ...... 8 ...... 1 ...... 8 ...... 8 ...... 12 ...... 2 ...... 4 ...... 31 ...... 25 ...... 52 ...... TERMINATE ...... 14 ...... 16 ns inthe f mostof hrimp rtant at ble, 27 The Marketplace for Sustainable Seafood Seafood Choices Alliance 28 The Marketplace for Sustainable Seafood Seafood Choices Alliance very seafood tobuyinastoreorrestaurant.Aftereach,pleasetellmewhetheritis Now Iamgoingtoreadyou alistofthingsthatsomepeoplehave toldustheyconsiderwhenaredecidingwhatkindoffis Theharmdonetotheenvironment by certainkindsof 14. Theharmdonetotheocean environmentby certain 13. Theharmfromeatingcertain kindsofcontaminatedor 12. 11 [ROTATE LIST] and we'll goon. deal aboutthisaspectoffishandfishing,some, nottoomuch,ornothingatallaboutthisaspectoffishandfishing. I'm goingtolistsomedifferentthingsyou may have heardabout fish andfishing.Aftereach,pleasetellmewhetheryou have 1 Have you ever decidedNOT tobuyacertainkindoffishorotherseafoodbecauseyou were concernedaboutpotentialenvironm 9. [ROTATE Q.9ANDQ.10] How importantarethepotentialhealthbenefitsofaproductinyour decisionaboutwhethertobuythatproduct—isitoneof 8. SPLIT SAMPLEB 6 Hat n urtoa eeis...... 14 2620 0 2 4 6 1 21 11 SPLIT SAMPLEA 48 54 22 31 2 Freshnessorsmell...... 44 19...... 33 Taste andtexture 49 18. 35 Thepossibilityofcontaminationwithbacteriaor 17. Healthandnutritionalbenefits...... 21 16. 15. Price...... 18% [ROTATE LIST] or otherseafoodtobuy. Ifyou arenotsureaboutaparticularitem,pleasesay soandwe willmove on. 3 Wehryuhv ae htkn ffs eoe...... 6 92 074 7 10 24 39 Doyou feellikeyou doornot have enoughinformation tobeableidentifykindsofseafoodthatareoverfished orca 24. Whetheryou have eatenthatkindoffishbefore...... 16% 23. RESUME ASKINGEVERYONE Whetherthisfishiscaughtinaway thatharmsother 22. SPLIT SAMPLEB . Have you ever decidedNOT tobuyacertainkindoffishorotherseafoodbecauseyou were concernedaboutcontaminationor 0. . Whetherthespeciesisoverfished, thatiscatching 0. . .W important factor, a ihfrig...... 22 63 5 1 34 1 0 11 26 6 17 4 23 15 38 7 ...... 12 fish farming 37 kinds ofcommercialfishing...... 33 32 unsafe fish...... 41 The positive healthbenefitsofeatingfish...... 57% ...... 41 No Ye safety? No...... 53 Ye impacts totheoceanoraren’tyou sure? Don’tknow...... 19 Somewhat important Nottooimportant...... V One ofthemostimportant...... 22% buy thatproduct? important factors, very important,somewhatnottooimportantoratallinyour decisionaboutwhether omn ihta h pce sbigdpee...... 1 92 11 5 1 11 11 3 29 6 29 12 so many fishthatthespeciesisbeingdepleted...... 15 41 ...... 37 harmful chemicals aiecetrs...... 1%3 51 05 10 7 13 11 ...... 76 No, donothave enoughinformation Ye 25 wa 13 33 25 ...... 14% marine creatures 30 ocean environment...... 13% r motn...... 0Nta l motn ...... Notatallimportant ery important...... 50 hether thisfishiscaughtinaway thatharmsthe s s s, y thatisharmfultootherseacreatures ortheoceanenvironment? ...... 5%Don’tknow...... 57% ...... Don’tknow/undecided ...... 37% ohv nuhifrain...... 2%dk...... do have enoughinformation...... 20% somewhat important factor, a not too important factor, or n fVr mtNttoNta Don’t Notat Nottoo Smwt Very One of ra oeNttoNtigDon’t Nothing Nottoo Some Great otip mtip l know all impt impt impt Most elmc talknow atall much deal one ofthemost not animportantfactor atall 6100 1111 important factorsthatyou personallyconsider, a ...... 2 ...... 10 ...... 3 when you decidewhatkindoffish ...... 1 ...... 4 If you arenotsure, pleasesay so ...... 6 h orother heard a ught ina the most food ental great

to 2 Encouragingconsumers not tobuyseafoodthatis 42. SPLIT SAMPLEB 4 SPLIT SAMPLEA Makinginformationavailable toseafoodconsumers 40. RESUME ASKINGEVERYONE Lowering theamountfishermenarelegallyallowed 39. SPLIT SAMPLEB Abanoncatchingspecificspecies offishthatare 38. 6 SPLIT SAMPLEA 5 6 40 Voluntary agreementsby thefishingindustrynotto 3 37. 37 Regulations toreduceharmfulenvironmentalimpacts 35 36. 19 [ROTATE LIST] 12 4 10 20 21 4 good solutiontotheproblems causedbycommercial fishing. 19 each, pleasetellmewhetheritis 31 28 46 23 Now I'mgoingtolistsomepossiblesolutionspeople have suggestedfordealingwiththeproblemscausedby commercialfishing. 23 32 Pollock, thefishinfishsticks...... 16 35. 36 26 15 34. Snapper...... 16 33. Scallops...... 15 18 32. Canned tuna...... 19 25 15 3 3 29 29. Chilean [chil-LAY-in] ...... 17 seabass...... 13 28. Lobster 27. Atlantic salmon...... 18% [ROTATE LIST] kind ofseafood?Ifyou arenotsureaboutaparticularitem,pleasesay so.Pleasetellmeifyou donotcurrentlyeatthatty eating thatkindofseafoodentirely, continueeatingthatkindofseafoodbuteatless, orwould you continueeatingthesame sea creaturesortheoceanenvironmenthow thatwould affectyour decisionaboutwhethertoeatthatparticularseafood.Would F 6 How interestedareyou ingettingmoreinformationaboutwhattypesofseafoodareoverfished orcaughtinaway thatisha 26. Doyou feellikeyou doornothave enoughinformationtobeableidentifykindsofseafoodthatposeahealthriskt 25. .Srm ...... 1 33 12 11 36 33 ...... 18 1. Shrimp . Consumerboycotts ofseafoodthatisoverfished or 1. or eachofthefollowing kindsofseafood,pleasetellmeifyou foundoutthatitwas overfished orcaughtinaway thatish .Sodih...... 1 71 56 45 15 17 0. Swordfish...... 17 niomn ...... 0 01 3 5 5 12 7 2 40 16 3 ...... 40% environment ov 3 37 9 5 caught inaway thatharmsthe oceanenvironment...... 35% 37 12 seafood choices...... 49% about how tomakeenvironmentallyresponsible 4 40 ...... 39% to catchofoverfished species 2 9 ov 42 ov ...... 43% from overfishing Don’tknow...... 17 Not toointerested ...... 41 Somewhat interested V other seacreaturesortheoceanenvironment—Areyou very interested,somewhatnottoointerested ornotatallint No, donothave enoughinformation...... 70 Ye y our family? r neetd...... 6 Notatallinterested...... ery interested...... 26% s, erfished orcaughtinaway thatharmstheocean 4 5 2 11 7 35 14 erfished...... 44% 37 ...... 40 erfish

ohv nuhifrain...... 2%Don’tknow...... do have enoughinformation...... 28% a verygoodsolutiontotheproblem, asomewhatgoodsolution totheproblem, anotsogoodsolution,oratall If you arenotsure, pleasesay soandwe'll goon. ieu otCn o’ Don’t Don’t Cont Cont Give up nieyetls a aeetknow eat eatsame eatless entirely odgo odalknow all good good good V r mtNts o tDon’t Notat Notso Smwt ery ...... 14 ...... 2 ...... 2 pe ofseafood. armful toother amount ofthat o you or y rmful to ou give up

After erested? 29 The Marketplace for Sustainable Seafood Seafood Choices Alliance 30 The Marketplace for Sustainable Seafood Seafood Choices Alliance 3 Onlyallowing farmingoffishthatcanberaisedin 43. RESUME ASKINGEVERYONE ested, notatallinterested.Ifyou arenotsureabout a particularitempleasesay soandwe willmove on. kind ofinformation—areyou extremelyinterestedin receivingthatkindofinformation,very interested,somewhatn I’m goingtolistsometypesofinformationyou can get aboutseafood.Aftereach,pleasetellmehow interestedyou areinrec SPLIT SAMPLEA Requiring specialgeartoreduceunintendedcatch,for 47. SPLIT SAMPLEB Requiring betterfishinggearandtechnologyinorder 46. SPLIT SAMPLEA Labelingcertainseafoodasoverfished orcaughtinaway 45. SPLIT SAMPLEB Labelingcertainkindsofseafoodascaughtinan 44. SPLIT SAMPLEA 9 Als rne nacr o a ar nyu alt.....1%1 11 52 4 35 1 0 17 29 20 10 21 17 21 10 15 20 6 26 28 Alabelonthe fishyou 60...... 10% Alistprintedonacardyou cancarryinyour wallet 19 59. 23 32 Afileyou candownload intoyour Palm Pilotor 58. Awebsite aboutseafood...... 11% 57. Anarticleinafoodorcookingmagazine...... 10% 56...... 19% Anarticleinthenewspaper 55. sure aboutaparticularitempleasesay soandwe willmove on. interested inreceivinginformationthatway, very interested,somewhatnottoo notatallintereste harms theoceanenvironment.Aftereach,pleasetellmehow interestedyou areinreceivinginformationthatway—are you ext I’m goingtolistsomeways inwhichyou couldgetthatinformationonwhattypesofseafoodarenotoverfished orcaughtina SPLIT SAMPLEB Alistofquestionsyou canaskatthegrocerystoreor 54. Informationabouthow andwherethefishyou buy 53. Informationaboutthehealthrisksassociatedwith 52. 5 5 Alistoffishthatarepreferred alternatives tofish 49. Alistofdifferentkindsfishandseafoodtoavoid 48. . Informationaboutthepositive healthimpacts 1. . Acookbook containingrecipesfor fishandseafoodthat 1. . Informationabouttherangeofharmful 0. w rwigbas...... 4%3 9 3 4 7 3 4 32 5 5 2 ...... 49% trawling boats example requiringturtleexcluderdevicesonshrimp 40 10 4 5 to reducewaste andcatchonlythetargetspecies...... 47% 34 6 4 that harmstheoceanenvironment...... 47% 39 9 ...... 49% environmentally responsiblemanner 39 ...... 43% environment r odevrnetlcocs...... 2%3 21 50 1 15 8 6 12 7 49 22 18 18 31 35 13 ...... 20% are goodenvironmental choices ...... 31% 10 buy inthestore 1 cell phone...... 4% 1 17 14 12 1 1 26 13 9 2 11 31 23 10 1 2 10 14 impacts areassociatedwiththefishyou 34 arebuying...... 12% 22 restaurant tohelpyou determinewhatenvironmental 11 42 31 12 come fromandhow theywere caught...... 17% 41 11 ...... 21% eating certainkindsoffishandseafood 31 34 ...16% associated witheatingcertainkindsoffishandseafood 31 ...... 11% 32 fishing forpopularfishandseafood environmental impactsassociatedwithcommercial 34 ...... 11% caught inaway thatharmstheoceanenvironment...... 12% because ofharmfulimpactstotheoceanenvironment ays

that donotposethreatstothesurrounding xrml eySw o o o tDon’t Notat Nottoo Smwt Very Extremely xrml eySmwt Very Extremely odgo odalknow all good good good V r mtNts o tDon’f Notat Notso Smwt ery 0881 o o o tDon’t Notat Not too know know d. Ifyou arenot eiving that wa ot toointer- remely y that 7 Doyou consideryourself very liberal,somewhatmoderate, somewhatconservative orvery conservative? 67. Supposesomekindsofseafoodwere labeledas“environmentally responsible,“ would you bemoreorlesslikelytobuyseafoo 62. [ROTATE NEXT2QUESTIONS] RESUME ASKINGEVERYONE 3 Supposesomeseafooditemsonmenusinrestaurantswere labeledas“environmentally responsible,“ would you bemoreorless 63. 66. Generallyspeaking,doyou thinkofyourself asaRepublican, aDemocrat,anindependent,orsomethingelse? THANK YOU. THEREMAININGQUESTIONSAREFORSTATISTICAL PURPOSESONLY. Supposeyou went tothestoreandsaw thatsome ofthefishatfreshcounterwere labeledasorganic.How likelyw 65. Ifyou were tofindseafoodlabeledas“environmentally responsible“inyour supermarketoronarestaurantmenu,would it 64. o’ nwn ...... 5 Don’t know/na V ...... 16 Somewhat conservative Moderate leansconservative...... 5 Moderate...... 30 ...... 4 Moderate leansliberal ...... 14 Somewhat liberal V Do you tendtoleantoward theliberalorconservative side? Don’t know/na/other...... 8 ...... 34 ...... 20 Strong Democrat ...... 8 Not sostrongDemocrat Indep. leansDemocratic...... 6 ...... 26 Independent ...... 4 Indep. leansRepublican ...... 8 Not sostrongRepublican ...... 32% Strong Republican...... 21% had an“environmentally responsible“labelorwouldn’t itmakeany difference? PENDENT ASK:] No difference...... 18 ...... 11 Much lesslikely...... 5 Somewhat lesslikely...... 6 ...... 31 Somewhat morelikely ...... 71% Much morelikely...... 41% ly oronlysomewhat(MORE/LESS)likely? DEMOCRAT ASK:] Don’tknow/not sure...... 16 Less likelyorganic Nodifference...... Somewhat morelikelyorganic...... 19 ...... 17% Much morelikelyorganic [IF MORELIKELY ASK:] y more likelytoselecttheorganiclabeledfish,lessfishorwould itnotmakeadifferenc to selectafishlabeledasorganicover afishofthesamespeciesorsimilartastingthatwas notlabeledasorganic? Nodifference...... 6 Greatdealless...... Somewhat less ...... 32 Somewhat more ...... 34% Great dealmore (MORE/LESS) favorable oronlysomewhat(MORE/LESS)favorable? feel moreorlessfavorable aboutthatstoreorrestaurantwould itnotmakeany difference? No difference...... 19 ...... 14 Much lesslikely...... 6 Somewhat lesslikely...... 8 Somewhat morelikely...... 28 ...... 67% ...... 39% Much morelikely much (MORE/LESS)likelyoronlysomewhatlikely? to orderseafoodthatwas labeledas“environmentally responsible“orwouldn’t itmakeany difference? ou selected? r osraie...... 1 ...... 36 ery conservative...... 15 ...... 29% ery liberal...... 11% W Do you consideryourself astrong(Republican/Democrat) oranotsostrong(Republican/ Democrat)? ould you say thatyou leanmoretoward theRepublicans ormore toward theDemocrats? Is thatmuchmorelikelyoronlysomewhatlikely? [IF MORE/LESSASK] [IF MORE/LESSASK] ...... 2 ...... 25 ...... 33 Is thatmuch(MORE/LESS)like- [IF MORE/LESS ASK] ...... 16 [IF REPUBLICANOR [IF MODERATE, ASK:] Is thatagreatdeal W e inwhichfish ould you be [IF INDE- ould you be make you d that Is that

likely 31 The Marketplace for Sustainable Seafood Seafood Choices Alliance 32 The Marketplace for Sustainable Seafood Seafood Choices Alliance type ofcontentinthepast? I’m goingtoreadalistofdifferentkindswebsites you may have visited.For eachofthefollowing, have you visitedaweb [ASK ONLY IFHAVE INTERNETACCESS] [ROTATE] Which ofthefollowing activitieshave you yourself actively participatedinduringthelasttwelve months: Doyou have cableTVorasatellitedish? 78. RESUME ASKINGEVERYONE ...... 82...... 2 ...... 17 Food/product safetyinformation 77...... 42...... 1 ...... 57 News siteslikeCNNorMSNBC 76...... 69...... 30 Fashion andlifestyle 75...... 60...... 1 Food andcookinginformation...... 39 74...... 75...... 1 ...... 24% Environmentalorwildlifeconservation 73. Doyou have accesstotheInternet,eitheratwork orathome, oratbothplaces? 72. 7 7 7 Whatwas thelastlevel ofschoolingyou completed? 69. Whatisyour age?[CODEACTUAL AGE. REFUSED=99]___ 68. 6 Rdonw rgas...... 3%1 42 511 1 15 21 1 14 19 16 15 12 18 . . 34% 17 Radio news programs 86. Your localnewspaper. . . .50% 85. .49% Nationalevening televisionnews 84. .63% Localevening televisionnews 83. [ROTATE BYQUESTION] ever, ornever. Ifa particular typeofcommunicationisnotavailable toyou, pleasesay so. How often,ifever, doyou listento,read,orwatch eachofthefollowing: almostevery day, 3or4timesaweek, once ortwic Donatingtimetoanenvironmentalgroup...... 8...... 91...... 1 82. 8 Snorkelingorscubadivingintheocean...... 9...... 90...... 1 80...... 85...... 1 Recreational orsportfishing intheocean...... 14% 79. . Doyou have children,18years oldoryounger livingathome? 1. Areyou black,white, Asian,or someotherrace? 1. . oaigmnyt nevrnetlgop...... 2 ...... 75...... 2 ...... 23 Donatingmoneytoanenvironmentalgroup 1. . Areyou HispanicorofSpanishdescent? 0. Both...... 29 No...... 17 Ye Noaccess...... W Home...... 25% No...... 64 Ye ...... NA Asian...... 2 ...... Other White...... 79 Black...... 9% No...... 90 Ye ...... NA Post graduate...... Some college...... 30 Collegegraduate...... High schoolgraduate...... 29 Less thanhighschoolgraduate...... 6% ...... NA 40-49...... 21 ...... 50-59 3 18-29...... 16% -9...... 2 0 ...... 60+ ...... 20 0-39 r...... 1 o’ nwrfsd...... Don’tknow/refused ork...... 11 s s s ...... 1 eue/A...... Refused/NA ...... 81% ...... 3%RfsdN ...... Refused/NA ...... 35% ...... 6% Don’t know ...... Don’tknow ...... 6% vr a ekwe vravail ever week week every day lot3o o adyNvrNtdk Not Never Hardly 1or 2x 3or4x Almost _ _ Ye Ye _

______sN sN o o Don’t Don’t know know 2 96310 ...... 2 ...... 25 ...... 3 ...... 6 ...... 16 ...... 2 ...... 1 ...... 4 ...... 1 ...... 35 ...... 1 9911 0611 ...... 10 ...... 24 site offeringthat e aweek, hardly 9 Coigporm nT...... 7 22 23 1 1 1 2 33 47 22 24 24 16 12 How often,ifever, doyou readeachofthefollowing kindsofmagazines:every month,every two orthreemonths, afewtimes 6 9 Cookingprogramson TV...... 7% 89. 88. USA Today...... 4% Nationalnewspapers likethe 87. 9 [ROTATE BYQUESTION] ever, ornever. Ifaparticulartypeofcommunicationisnotavailable toyou, pleasesay so. 4 Naturemagazineslike 94. Lifestylemagazines like I 93. 92. Fashion magazines like 7 Inwhichofthefollowing rangesdoesyour familyincomefall? 97. Isyour incomeoryour family’s incomedependent onoceanresources, likecommercialfishingoroceanoildrilling? 96. In-flightmagazinespublished by theairlines, like 95. That completesourpublicopinionsurvey. Thankyou very muchforyour timeandcooperation,have apleasant(day/evening). 98. Whatisyour zipcode?____ . Food magazineslike 1. . News Magazineslike 0. W Martha StewartLiving 30 50 to75thousand...... 20 40to50 thousand...... 10 12 to20 thousand ...... 5% Below $12,000 Don’t know...... 2 ...... 97 No Ye Hemispheres A udubon ashington Post, s

o3 huad...... 1 Above 75thousand...... to 30 thousand...... 12 o4 huad...... 1 A...... NA to 40thousand...... 14 ...... 2% ...... 6 01 73 1 1 38 17 18 10 ...... 16% ulse yUie ilns...... %41 96 1 2 61 19 10 4 ...... 3% published by UnitedAirlines and Cooking Light Los AngelesTimes ...... 6 11 811 1 58 16 11 7 ...... 6% TIME National Geographic GQ, Vogue n-Style, Esquire and New York Times, Newsweek t ...... %71 65 0 1 55 16 11 7 ...... 9% , etc and ...... 7 22 931 3 49 23 12 5 ...... 7% Gourme and ...... 4 22 911 1 39 24 22 9 ...... 4% or t ...... 1%81 84 0 1 49 18 13 8 ...... 11% vr a ekwe vraalknow avail ever week week every day lot3o o adyNvrNtDon’t Not Never Hardly 1or2x 3or4x Almost ot otsya vraalknow avail ever year months month vr - e adyNvrNtDon’t Not Never Hardly Few x 2-3 Every ...... 24 ...... 12 ...... 12 ...... 11 y ear, hardly

33 The Marketplace for Sustainable Seafood Seafood Choices Alliance 34 The Marketplace for Sustainable Seafood Seafood Choices Alliance 8 Now, thinkingjustabouttheoverall healthandqualityoftheoceanstoday --would you ratethemasexcellent,good,only 18. Thinkingaboutthemostpopularentréeitematrestaurantrightnow, isthatentréeafishorseafoodbaseddish,mea 17. 15. Isyour restaurantindependentlyowner operated,partofanindependentorcorporateowned restaurantgroup,partofaregi Whatistheaverage portionsize, inounces, foryour seafoodentrées? 14. Whatpercentageofyour menuisseafood? 13. IF CODE1OR2CONTINUE.34,ASKTO SPEAKTO PRIMARYDECISIONMAKER. Intermsofyour roleinthedecisionmakingprocessregardingpurchaseofseafood, whichstatementbestdescribesyour 12. A Results(SampleSize=400) Survey Chefs andRestaurateurs Seafood ChoicesAlliance Appendix 3:SurveyofChefs andRestaurateurs 2 Asfarasyou know, areregulationscontrollingseafoodsafetyandhandlingtoostrict, about right,notstrictenoughord 19. RO [IF FORMAL/CASUAL] Would you say your restaurantisvery [formal/casual]orjustsomewhat[formal/casual]? 16. Would you describeyour restaurantasformalorcasual? . Asfarasyou know, areenvironmentalprotectionregulationsonthecommercial fishingindustrytoostrict,aboutright,no 0. ugust 2001 TA TE NEXTTWO QUESTIONS etputy...... 4 Notsure...... V Other______...... 48 Meat poultry Fish/seafood...... 41% based dish,avegetarian dishorsomethingelse? Very casual...... 36 In between [VOL] Somewhat formal...... 18 Part ofregionalchain...... P Independently owner operated...... 93% rant chainorpartofanationalchain? ...... Mean ...... 9+oz...... 52 8 oz. 1-7 oz...... 22% Mean...... 50+ ...... 51 26% to49% 25%...... 37% ...... 0 in thefinaldecision Y Y Y READ: bu ih...... 5Notsure/don’tknow...... About right...... 65 T enough ordon'tyou have anopiniononthis? Notsure/don’tknow...... About right...... 70 T an opiniononthis? Don’tknow...... F Poor...... 58 Good Excellent...... 3% poor, ordon’tyou have anopiniononthis? V osrc ...... 3 o titeog ...... Notstrictenough ...... 3% oo strict ...... Notstrictenough ...... 4% oo strict air...... 30 ou makerecommendationsbutarenotinvolved ...... You donotparticipateindecisionmaking ou areoneofseveral decisionmakers...... 61 ou arethesoledecisiomaker...... 39% egetarian...... 4 r oml...... %Somewhatcasual...... 7% ery formal r fidpnetcroaeondcan...... 6Pr fntoa hi ...... Part ofnationalchain art ofindependent/corporateowned chain...... 6 ...... 8.3 oz...... 12 ...... 4 ...... 26 ...... 4 ...... 5 ...... 34% ...... 25 ...... 23 ...... 11 ...... 28 ...... 7 ...... 4 ...... 4 ...... 1 ...... 1 ...... 0 on't you have t orpoultry t strict

onal restau- fair, or

position? 27. Pleasetellmehow willingyou would betodoeach of thefollowing activities—areyou very willing,somewhatsome [ROTATE BYLIST] For eachofthe following kindsofseafood,pleasetellmeifyou foundoutthatitwas overfished orcaughtfarmedina 24. RESUME ASKINGALL 2 Have you ever decidedNOT tosellacertainkindoffishorotherseafoodbecauseyou were concernedaboutpotentialenviro 22. RO 2 3 Have you ever decidedNOT tosellacertainkindoffishorotherseafoodbecauseyou were concernedaboutcontaminationor 23. 3 How interestedareyou ingetting 23. SPLIT SAMPLEB 2 How interestedareyou ingettingmoreinformationaboutwhattypesofseafoodareoverfished orcaughtfarmedinaway 22. SPLIT SAMPLEA [ROTATE BYLIST] I'mgoingtolistsomedifferentthingsyou may have heardaboutfishandfishing.Aftereach,pleasetellmewhetheryou h 24. . Asyou may know, aquacultureisthepracticeoffarmingorraisingfishinenclosedtanks, orinlandpondsinenclosedp 1. TA TE NEXTTWO QUESTIONS .Wl-agtsrm...... 1%3 61 2 3 2 10 26 30 36 25 17 unwilling orvery unwilling to….[READITEM]Ifyou arenotsureaboutaparticularitempleasesay soandwe willmove on. 36 33 36 d. Wild-caught shrimp...... 16% c. Farmed shrimp...... 13% b...... 16% Atlantic farmedsalmon a. y tives, orwould you continuetoselltheseafoodasbefore?Ifyou arenotsureaboutaparticularitem,pleasesay so. Please seafood. Would you stopsellingthatkindofseafoodentirely, continuesellingthatkindofseafoodbutlookforcomparableal harmful tootherseacreaturesortheoceanenvironmenthow thatwould affectyour decision aboutwhethertosellthatparticul Don’tknow...... 24 Not toointerested Somewhat interested...... 49 Ye impacts totheoceanoraren’tyou sure? Notsure...... 40 Caught inoceansandrivers R is itaboutequallydividedbetween thetwo oraren’tyou sure? ocean. Ismostofthefishorotherseafoodyou sellfarmedorismostofthefishotherseafoodyou sellcaughtinoceansa No...... 68 V way Don’tknow...... 32 Not toointerested Somewhat interested...... 43 V interested? harmful tootherseacreaturesortheoceanenvironment—Areyou very interested,somewhatnottoointerestedor Environmentalimpactsofcertainkinds d. 3 Environmentalimpactsofcertain kinds offish c. b...... 66% Thepositive healthbenefitsofeatingfish a. please say soandwe'll goon. great dealaboutthisaspectoffishandfishing,some, nottoomuch,ornothingatallaboutthisaspectoffishandfishing. No...... 57 Ye safety? ou donotcurrentlysellthattypeofseafood. r neetd...... 7 Notatallinterested...... ery interested...... 17% r neetd...... 1%Notatallinterested...... 10% ery interested ie nfrs...... %Aoteul...... Aboutequal aised onfarms...... 9%

s s omrilfsig...... 3%4 070 0 7 0 6 20 0 26 43 19 46 commercial fishing...... 31% 37 ...... 23% farming ...... 44% unsafe fish Health risksfromeatingcontaminatedor ...... 4%Don’tknow...... 42% ...... 3%Don’tknow/undecided...... 30%

that isfriendlytotheoceanenvironment?–Areyou very interested,somewhatnottoo interestedornotatall hla ci-A-n ebs...... 6 61 31 33 15 36 Chilean [chil-LAY-in] seabass...... 16% more informationaboutwhattypesofseafoodareabundant,well-managed andcaughtorfar eln le elsm elknow sell sellsame alter selling ra oenttontigDon’t nothing nottoo some great tpCn otDntDon’t Don’t Cont Cont Stop elmc talknow atall much deal 1300 ...... 1 ...... 49 ...... 12 ...... 16 ...... 2 ...... 0 ...... 3 ...... 1 If you arenotsure,

wa ave he ave tell meif ens inthe interested? what nd rivers, y thatis nmental that is med ina terna-

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at all 35 The Marketplace for Sustainable Seafood Seafood Choices Alliance 36 The Marketplace for Sustainable Seafood Seafood Choices Alliance Thank you forcompletingthissurvey. Whatisthespeed(baud)ofmodemyou areusing?[READLIST] 42. 4 How oftendoyou accesstheInternet? 40. How longhave you beenusingtheInternetordoyou notusetheInternet? 39. RO . And,whatInternetbrowser doyou primarilyuse?Doyou use…[READLIST] 1. TA TE LIST al oe ...... 1Don’tknow...... DSL modem...... 18 Other ...... 41 Cable modem ...... 35% 56K orless ...... Other Varies ...... [DNR] ...... America On-Line...... 41 Other Netscape ...... 17 ...... 32% Microsoft InternetExplorere Lessthanonceaweek...... Several timesaweek...... 36 At leastonceaweek...... 36 Once aday Several timesaday...... 14% ...... Donotuse Morethan5years...... 15 2 years butlessthan3years 3years butless5years...... 1 year butlessthan2years...... 12 Less than1year...... 2% Buyfishfromenvironmentallyresponsible i Remove farmedsalmonfromthemenuandonly h. Provide literatureinyour restaurantonseafood g. Carryfishcertifiedby afishingindustryassociation f. e. Onlyserve seafood caughtwiththebest d. Onlyserve fishthatarenotclassifiedas c. b. Participate inapilotprogramthatwould a. [SKIP TO THANKYOU]

upir rfsiggop...... 6 61 610 15 16 7 36 12 9 43 24 8 26 25 26 16 8 21 suppliers orfishinggroups...... 36% 20 19 sell wild-caughtsalmon...... 10% 20 28 42 decide forthemselves...... 5% 4 and theoceanenvironmentsoyour customerscan 26 37 ...... 5% as environmentally-friendly 4 19 39 fish andmarinemammalsthatarecaughtaswell...... 7% technology available tominimizethenon-target 49 25 Only serve seafoodcaughtwiththebest destruction...... 7% technology available toprevent habitat 23 43 ov 22 ...... 9% environmental impactsofchoosingthesefish salmon orhalibutandhighlightthepositive R ...... 2% menus oroncardsatthetable for your customersusinglanguageonyour promote goodenvironmentalseafoodchoices un weekly specialsofasinglefishlikewild rihd...... 4 73 96 19 34 37 ...... 4% erfished iln iln niln niln know unwilling unwilling willing willing V r mtSw eyDon’t Very Smwt Smwt ery ...... 1 ...... 2 ...... 2 ...... 7 ...... 4 ...... 9 ...... 58 ...... 8 ...... 11 ...... 5 . Have you ever decidedNOT tosellacertainkindoffishorotherseafoodbecauseyou were concernedaboutpotentialenviron 9. RO Asyou may know, aquacultureisthepracticeoffarmingorraisingfishinenclosedtanks, orinlandpondsinenclosedpe 8. Asfarasyou know, areenvironmentalprotectionregulationsonthecommercialfishingindustrytoostrict,aboutright,not 7. Asfarasyou know, areregulationscontrollingseafoodsafetyandhandlingtoostrict,aboutright,notstrictenoughordo 6. RO 10 . Now, thinkingjustabouttheoverall healthandqualityoftheoceanstoday—would you ratethemasexcellent,good,onlyfai 5. RESUME ASKINGEVERYONE Isyour storeindependentlyowner operated,partofanindependentlyowned chain,partofalocalorregionalchain 4. Whichofthefollowing bestdescribesyour store: 3. . Ifyou wanted tostopcarryingacertainfishorseafooditem,would thatbeuptoyou alonetodecide, would you needtota 2. Doesyour storehave justafreshfishcounter, justafrozenseafoodsection,orboth? 1. A Results(SampleSize=150) Retailer Survey Seafood ChoicesAlliance Appendix 4:SurveyofRetailers ugust 2001 .H TA TA TE NEXTTWO QUESTIONS TE NEXTTWO QUESTIONS Ye impacts totheoceanoraren’tyou sure? Notsure...... 35 Caught inoceansandrivers R is itaboutequallydividedbetween thetwo oraren’tyou sure? ocean. Ismostofthefishorotherseafoodyou sellfarmedorismostofthefishotherseafoodyou sellcaughtinoceansa Notsure/don’t know...... About right...... 64 T enough ordon'tyou have anopiniononthis? Notsure/don’tknow...... About right...... 70 T an opiniononthis? Don’tknow...... F Poor...... Good...... 61 Excellent...... 6% or don’tyou have anopiniononthis? No...... 79 o...... 71 No Ye neednl we prtd...... 8%Pr flclrgoa hi ...... Part oflocal/regionalchain P Independently owner operated...... 83% national chain? Other______.... Grocerystore...... Gourmet foodstore...... 4 ...... 60% Fishmonger specializinginfishandseafoodonly pt e...... 4%Makerecommendationsbutothersdeci T ...... 47% Up tome other decisionmakersandmakeagroupdecisionorwould you justmakearecommendationbutnotbe involved inthefinaldecisio Other______...... Both...... Frozen only[TERMINATE]...... 0 ...... 42% Fresh counteronly osrc ...... 7 o titeog ...... Notstrictenough ...... 7% oo strict ...... Notstrictenough ...... 7% oo strict l ihohr o ru eiin...... 3Notsure[TERMINATE]...... 53 alk withothersforgroupdecision air...... 24 r fidpnetyondcan...... 1 ato ainlcan...... Part ofnationalchain art ofindependentlyowned chain...... 12 ie nfrs...... %Aoteul...... Aboutequal aised onfarms...... 8% ave s s ...... 2%Dntkos...... Don’tknows ...... 29% ...... 2%Dntko/neie ...... Don’tknow/Undecided ...... 20%

y ou ever decidedNOT tosellacertainkindoffishorotherseafoodbecause you were concernedaboutcontamination or ...... 2 ...... 7 ...... 0 ...... 16 ...... 58 ...... 20 ...... 57 ...... 9 ...... 7 ...... 1 ...... 1 ...... 2 de [TERMINATE]...... 0 ...... 0 ...... 3 ...... 34 ...... 2 ...... 0 n't you have food safety?

ns inthe lk with strict of a nd rivers, r, mental

or poor, n? 37 The Marketplace for Sustainable Seafood Seafood Choices Alliance 38 The Marketplace for Sustainable Seafood Seafood Choices Alliance 2 RESUME ASKINGALL RO Pleasetellmehow willingyou would betodoeachofthefollowing activities—areyou very willing,somewhatsomew 26. [ROTATE LIST] 2 SPLIT SAMPLEB 19. How SPLIT SAMPLEA [ROTATE LIST] 11 . For eachofthefollowing kindsofseafood,pleasetellmeifyou foundoutthatitwas overfished orcaughtfarmedina 1. 0. . TA TE LIST oehtitrse...... 3Don’tknow...... 32 Not toointerested Somewhat interested...... 33 . nycryfs htaentcasfe soefse....2 73 97 29 Carryfishcertifiedby 36 afishingindustryassociation g. Onlycarryseafoodcaughtwith thebesttechnology 27 f. e. Onlycarryfishthatarenotclassifiedasoverfished...... 2% d. 3 Run weekly promotionsofasinglefishlikewild c. 2 b. 1 15 23 47 34 Participate inapilotprogramthatwould a. 45 27 38 unwilling orvery unwilling to….[READITEM]Ifyou arenotsureaboutaparticular itempleasesay soandwe willmove on. 21 ...... 8% 21 Wild-caughtshrimp d. c. Farmed shrimp...... 9% b...... 7% Atlantic farmedsalmon a. y tives, orwould you continuetoselltheseafoodasbefore?Ifyou arenotsureaboutaparticularitem,pleasesay so.Please seafood. Would you stopsellingthatkindofseafoodentirely, continuesellingthatkindofseafoodbutlookforcomparableal harmful tootherseacreaturesortheoceanenvironmentandhow thatwould affectyour decisionaboutwhethertosellthatpart V way How interestedareyou ingettingmoreinformationaboutwhattypesofseafoodareabundant, well-managed andcaughtorfar Don’tknow...... 25 Not toointerested Somewhat interested...... 35 Environmentalimpactsofcertainkinds d. 4 Environmentalimpactsofcertainkindsfish c. b...... 53% Thepositive healthbenefitsofeatingfish a. please say soandwe'll goon. great dealaboutthisaspectoffishandfishing,some, nottoomuch,ornothingatallaboutthisaspectoffishandfishing. I'm goingtolistsomedifferentthingsyou may have heardabout fish andfishing.Aftereach,pleasetellmewhetheryou ha V to otherseacreaturesortheoceanenvironment—Areyou very interested,somewhatnottoointerested ornotatall ou donotcurrentlysellthattypeofseafood. r neetd...... 4 Notatallinterested...... 4% ery interested r neetd...... 5 Notatallinterested...... 5% ery interested

sevrnetlyfinl ...... 1 02 97 5 39 27 23 5 31 30 3 33 29 ...... 1% as environmentally-friendly 5 ...... 3% 31 35 marine mammalsthatarecaught as well av 49 29 30 av Only carryseafoodcaughtwiththe besttechnology 28 34 environmental impactsofchoosingthesefish...... 3% salmon orhalibuthighlightingthepositive 17 seafood casearegoodenvironmentalchoices...... 2% 1 Use producttagstoindicatewhichfishinthe all thebestchoices...... 1% for your customersusingsignagethatlists 44 promote goodenvironmentalseafoodchoices 24 24 Chilean [chil-LAY-in] seabass...... 7% 0 1 7 0 7 25 2 36 47 23 42 commercial fishing...... 21% 39 ...... 13% farming ...... 36% unsafe fish Health risksfromeatingcontaminatedor

that isfriendlytotheoceanenvironment?–Areyou very interested,somewhatnottoo interestedornotatall interested areyou ingettingmoreinformationaboutwhattypesofseafoodareoverfished orcaughtfarmedinaway thatis ial opeethbttdsrcin...... 2 23 77 27 32 32 ailable tominimizethenon-target fishand ailable toprevent habitat destruction...... 2% iln iln niiguwligknow unwilling unwiling willing willing eln le elsm elknow sell sellsame alter selling ra oeNttoNtigDon’t Nothing Nottoo Some Great tpCn otDntDon’t Don’t Cont Cont Stop V elmc talknow atall much deal r mtSw eyDon’t Very Smwt Smwt ery 1700 ...... 29 ...... 33 ...... 1 ...... 1 If you arenotsure,

interested? wa tell meif ve he ve interested? y thatis med ina terna- hat harmful icular ard a Thank you forcompletingthissurvey. Whatisthespeed(baud)ofmodemyou areusing?…[READLIST] 38. And,whatInternetbrowser doyou primarilyuse?Doyou use…[READLIST] 37. How oftendoyou accesstheInternet? 36. [SKIP TOTHANKYOU] How longhave you beenusingtheInternetordoyou notusetheInternet? 35. RO TA TE LIST al oe ...... 5Don’tknow...... 11 ...... DSL modem Other ...... 25 Cable modem ...... 48% 56K orless ...... Other Varies ...... [DNR] ...... 39 ...... America On-Line Other Netscape ...... 9 ...... 34% Microsoft InternetExplorere Lessthanonceaweek...... Several timesaweek...... 39 At leastonceaweek...... 27 Once aday Several timesaday...... 14% DONOT USE...... Morethan5years...... 7 ...... 2 years butlessthan3years 3years, butlessthan5years 1 year butlessthan2years...... 7 Less than1year...... 3% Buyfishfromenvironmentallyresponsiblesuppliers j. Remove farmedsalmonfromthestoreandonlysell i. Provide literatureinyour storeonseafoodandthe h. rfsiggop...... 1%4 71 3 13 19 5 56 17 57 21 43 19 5 or fishinggroups...... 17% 16 ...... 5% wild-caught salmon ...... 3% themselves ocean environmentsoyour customerscandecidefor iln iln niln niln know unwilling unwilling willing willing V r mtSw eyDon’t Very Smwt Smwt ery ...... 0 ...... 5 ...... 7 ...... 16 ...... 9 ...... 7 ...... 11 ...... 5 ...... 9 ...... 71 39 The Marketplace for Sustainable Seafood Seafood Choices Alliance Seafood Choices Alliance Statement of Principles As people who fish, sell, buy, serve, or just enjoy seafood, and are subscribers to the Seafood Choices Alliance:

• We are increasingly concerned that the oceans are in trouble.

• We believe that healthy oceans are vital to a sound, plentiful supply of seafood.

• We believe in the importance of selling, buying, and serving seafood that comes from abundant wild populations; which are under sound manage- ment; that are caught or farmed in a way that is not harmful to the ocean environment and to other ocean creatures; and that support local fishing communities.

Seafood Choices Alliance Seafood • We take responsibility for our role in preserving a lasting and diverse supply 40 of seafood for future generations.

• We are seafood lovers—we enjoy catching, eating, serving, and finding creative ways to prepare it. The Marketplace for Sustainable Seafood The Marketplace for

To learn more about Seafood Choices Alliance or to become a subscriber, visit our website at www.seafoodchoices.com.

1731 Connecticut Avenue, NW Suite 450 Washington, DC 20009 1•866•SEA•MORE www.seafoodchoices.com