WWF video takes fish out of water for new look at sustainable seafood



Posted on 12 September 2013
TORONTO - A new WWF-Canada (World Wildlife Fund) video is asking Canadians to make a serious commitment to certified sustainable seafood to help preserve the health of the world’s oceans.


 
Timed to coincide with the three-week Oceans for Tomorrow national seafood promotion at Loblaw supermarkets, the 1-minute animated spot features a rich pastoral landscape that is dotted with wildlife and cuddly renditions of common farm animals. “I can smile,” the backing song cheerfully croons “…happy go lucky me.”  But something is going drastically wrong in the peaceful scene.  
 
As the camera zooms in, a curiously out-of-place net scoops up cows, pigs, and literally pulls everything along with it – including the trees, cars and wildlife.   It’s a quirky and exaggerated metaphor for bycatch—the unintentional capture of non-target fish— and overfishing, one of the biggest threats to sustainable fish stocks and healthy oceans.
 
Despite the jovial tone and unusual terrestrial setting, the new video delivers a serious message to Canadians about how we manage our oceans.   The call to action:  consumers can significantly reduce the impact of unsustainable fishing practices on ocean health by choosing Marine Stewardship Council (MSC) certified products, which are harvested by the highest standard in the market. 
 
“The FAO says that the world’s growing appetite for seafood is placing extreme pressure on the world’s fisheries, 85 percent of which are pushed close to or beyond their limits,” says Bettina Saier, Director of WWF Canada’s Oceans Program.  “Improving the way we fish is essential.  And creating a strong market for MSC certified products is an important part of the solution.”
 
Loblaw has been a major force for driving that market in Canada, through its sustainable seafood partnership with WWF.  Over the past 5 years, Loblaw has worked to put more MSC certified products, across more product categories, than any grocery retailer in Canada.  Their purchasing power is also driving change down the supply-chain. 
 
Loblaws Oceans For Tomorrow campaign runs until September 30th and highlights seafood products certified by the Marine Stewardship Council (MSC). Loblaws is offering sustainable seafood cooking classes and other educational opportunities throughout the month to raise consumer awareness and engage Canadians in making better every day choices for our oceans.

For further information contact 
Chris Chaplin | WWF-Canada | 416 489 4567 ext 7224 | cchaplin@wwfcanada.org
 
 
sustainable seafood
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Marine Stewardship Council
© Marine Stewardship Council Enlarge
© Gilbert Van Ryckevorsel / WWF-Canada Enlarge