Aquaculture Stewardship Council consumer marketing campaign achieves record reach in 2023

ASC’s North American presence will expand significantly in 2024

Last year, the Aquaculture Stewardship Council (ASC) worked with more than 45 industry partners to reach North American shoppers more than 525 million times. This initiative is the culmination of the global nonprofit’s multi-year marketing campaign to increase awareness and understanding of ASC’s Sea Green Label.

“In 2023, we introduced a simple call to action for shoppers and retailers: Sea Green. Be green. ‘When shopping for seafood, look for ASC’s Sea Green label,’ says Dr. Mark Lang, ASC North America’s senior marketer. “With increasing consumer demand for responsible sourcing, by asking for our label, shoppers know they are guaranteed that their farmed seafood has been raised and certified to the highest global standards. I would like you to do so.”

“ASC’s North American promotion is the organization’s largest single marketing investment to date. With the support and participation of our seafood partners across the industry, we are able to bring Seagreen to life. “Be Green in 2023 sends a direct message to shoppers, resulting in unprecedented numbers for ASC,” Lang added.

In its second year, ASC’s North American campaign featured:

Revitalizing the local market

Throughout 2023, ASC went deep into Portland, Oregon, Southern California, and Washington, D.C., with activities including retail promotions, restaurant initiatives, festival food samplings, and more.

ASC North America Marketing Manager Athena Davis said: “We are focusing on revitalizing local markets as a key element of our campaign so that shoppers can experience first-hand the deliciousness of responsibly-raised seafood. From the fridge to the freezer to the fresh produce aisle. ASC-labeled seafood is now available to shoppers across the country, meaning they have access to products that not only taste good, but make a difference.” Activities include: Includes:

• Celebrating Earth Month with Portland, Oregon’s iconic Bamboo Sushi, demonstrating a shared commitment to responsible aquaculture. The wide-ranging restaurant promotion included a signature dish, “ASC Amberjack Crudo,” featuring Blue Ocean Mariculture’s ASC Certified Hawaiian Amberjack.
• The Sustainable Summer Seafood Series in Washington, D.C., in partnership with Congressional Seafood and Riverens Provisions, began in May with a reception for media and influencers at historic restaurant The Hamilton.
• The DC Series continues with ASC and Laguna Blanca Salmon partnering to provide more than 20,000 ASC-certified salmon samples to festival goers at Giant’s 31st Capital Barbecue Battle.
• Seagreen for 6 weeks. Be green. Retail promotion at Santa Monica Seafood’s Southern California market and cafe. Featuring weekly specials of trout from Riverens Provisions, shrimp from Del Pacifico Seafood, and Kvaloy Arctic Salmon.
• ASC and New Seasons Market’s seven-week National Seafood Month sustainable shopping experience at all 19 of the retailer’s stores in Oregon and Washington. This activity includes online and in-store promotions, educational kiosks, samplings, giveaways, and specials on his ASC-certified products, including Riverence Provisions trout, SeaTails smoked salmon, Fishwife canned seafood, and more. included.
• National Seafood Month media and influencer dinner. Held at Chef Andrew Gruel’s Calico Fish House, one of the most notable sustainable seafood restaurants in the country. Gruel spoke on behalf of responsible seafood while serving a carefully selected menu featuring ASC-certified Del Pacifico Seafood shrimp at the popular Orange County eatery.

Digital media and social media promotion

From Instagram Reels to digital ads, product giveaways and thought leadership blogs, ASC has connected with target shoppers more than 25 million times to introduce them to the benefits behind ASC’s Sea Green Label. Highlights include:

• Fortune Fish & Gourmet collaborates with retailers like Coastal Seafood and brands like Sea Tales on cooking demos and product giveaways.
• We partnered with culinary influencers on Instagram to show you where to buy ASC-labeled seafood and tips for preparing and cooking it at home.
• In-depth thought leadership blogs and podcasts featuring interviews with producers, distributors and chefs on a wide range of topics, from ‘Retailers turning the tide towards sustainable seafood’ to the trending farmed seaweed sector .
• Digital and search ads that educate targeted shoppers about why ASC’s Sea Green Label matters.

Approaching national media

ASC’s local, regional, and national efforts have generated more than 3,500 stories and reached shoppers almost 500 million times through activities such as:

• A feature article explaining why brands like North Coast Seafood and restaurants like Sushi Maki support responsible aquaculture and use the ASC label.
• A New York City media tour of ACME Smoked Fish’s famous Brooklyn processing facility provides a behind-the-scenes look at how ASC-certified farmed seafood is managed.
• Collaborations with ASC certified farmers such as MOWI and Del Pacifico Seafoods provide product mailers to the nation’s top food media outlets.

Expand north-south (southwest direction) in 2024

In 2023, ASC North America conducted regional market campaigns in the Eastern and Western regions of the United States, and in 2024 it plans to turn its attention to the North and South. The initiative will expand to Atlanta, Austin and Toronto and will run throughout the year.

ASC’s campaign will debut at Austin’s South by Southwest Conference & Festival in mid-March. ASC will use the cultural gathering as a global platform to transform ideas about responsible aquaculture, hosting and participating in panel discussions and exclusive media dinners.

ASC plans to preview details of these and other regional initiatives in the coming weeks.

About the Aquaculture Management Council

Since 2010, ASC has developed and enforced the world’s most stringent standards in industries such as:

• Protect the environment, workers and communities.
• Ensure the integrity of the supply chain from farm to store.
• We provide the most comprehensive transparency through publication.

ASC’s Sea Green label only appears on seafood from farms that have been independently evaluated and certified as environmentally and socially responsible. The ASC certification label is the best way to ensure that the seafood you purchase is what the ASC claims. For more information, please visit us.asc-aqua.org/.