Aquaculture taking the correct steps to repair image
Analysis by: Bill Manci, August 12, 2010
Summary
Aquaculturists (fish farmers) are becoming more savvy and aware of the role that image and public relations plays in their success or failure. Product and facility certification by an independent party is becoming the norm, and will be with us in the future.
Analysis
Aquaculturists do a great job of raising fish. However, their prowess in public relations is, shall we say, somewhat lacking.
There aren’t too many segments of the economy where so-called negative marketing is as alive and well. This is where you actively discourage the purchase and consumption of a product. With the exceptions of the political arena, drug use and drunk driving (e.g., the “Meth...not even once” campaign), and Mac versus PC, negative marketing is a fairly new phenomenon.
Aquaculture has been thrown into this strange and eclectic mix by professed environmentalists. These are the people who want us to eat wild salmon, to the exclusion of farmed salmon, until all the wild salmon are gone. I guess we won’t have to worry about the wild salmon at that point.
OK, I’ll stop the sarcasm...for now.
Despite aquaculture's good intentions, they are pummeled almost continuously in the media, including print, broadcast, and blogosphere.
Much to its credit, the aquaculture industry is now responding more vigorously. There used to be a head-in-the-sand approach or attitude about aquaculture’s perceived environmental missteps. But not anymore.
I say “perceived” because, for the most part, these were perceptions or bald-faced falsehoods. Aquaculture has always been about environmental responsibility, and never claimed to be perfect. But, perception often is reality. Those warts and imperfections have since become a bane of its existence.
After several decades being labeled as an “infant,” and then blamed for pollution, genetic chaos, and proliferation of disease—much like the teenager with the messy room and lifestyle—aquaculture has emerged as a more responsible and savvy adult, and less as an easy target.
A plethora of groups have now come forth to satisfy the public’s craving for third-party certification and verification of production standards, product quality, and long-term environmental sustainability.
There is now a race between a whole gaggle of organizations to take the lead in prestige and authority relative to facility and product certification. Who will become the Good Housekeeping or Underwriters Laboratories of aquaculture?
In aquaculture's haste to satisfy the critics, they’ve almost gone too far. They run the risk of confusing the public with all of the new certifiers who are now emerging.
Indeed, there tends to be significant disparity in standards from one organization to another. For example, what passes as organic by one group is not categorized similarly by another. Granted, some of this disparity is a result of inconsistent laws or regulations between countries. But sometimes the organizations appear to be engaged in a game of one-upmanship, in an appeal to the most strident members of their interest group or client base.
Undoubtedly, there will be a shake-out and much of this activity will calm down over time. Only a select few of these certifiers will be accepted by the public and the most credible and trustworthy will thrive.
Quite frankly, I understand the rush to the lead. There is a lot at stake—income in particular. The certifiers who emerge as the preeminent organizations will collect the lion’s share of the work and dollars. It’s the new growth segment within the aquaculture industry.
Mark my words. Fish producers (live or processed) and regardless of the species they raise (freshwater or saltwater), will eventually feel compelled by their customers to accept oversight and certification by one or more of these groups. Without a doubt, customers will demand it, and aquaculturists will be unable—either practically or literally—to sell fish without it.
Certification will cost money. So, until the shake-out is complete, aquaculturists must choose a certifier carefully.
In the future, they can use the certifier to their advantage. They can think of them as “their people.” That’s their value.
If there’s a problem with a product or it’s being questioned, the certifier will be on the hook to help solve it or respond. If aquaculturists follow their standards, they can simply say “talk to my people.”
