Slides from TJ Tate, Founder/CEO of Seaood Life, fpresented at the Sustainable Purchasing Leadership Council's 2018 Summit in Minneapolis, MN.

1. Tj Tate
Ceo/Founder

2. Educating Consumers about Farmed Seafood’s Benefits through the Strength of
Partnership

3. BACKGROUND
o The National Aquarium committed to the development of a seafood education program to
ensure a continued supply of nutritious food that feeds a growing population while protecting
wild fish stocks.
 awareness of the growing health and environmental challenges
 need to create responsible, food
Seafood SmartTM educates and empowers consumers to choose responsibly farmed
and harvested finfish, shellfish and sea vegetables.
The goal is to increase understanding of the ocean and human health benefits of making Smart
Choices.

4. When it comes to global issues like overfishing,
protecting our oceans and food security for a growing
population, one can’t help but feel too small and
insignificant to create meaningful change. In truth,
the food decisions we make have more influence
than you think, and send strong signals to retailers,
chefs and suppliers about how responsibly sourced
finfish, shellfish and sea vegetables will feed the world
for future generations.
With its Seafood Smart™ program, the National
Aquarium is committed to helping us make smart
seafood choices—to ensure we have a big say in the
responsible practices that positively affect our health,
our communities and the world we live in.
Because when it comes to providing the world with
safe, responsibly farmed seafood, the time is now.
Position

5. 5
Mission
Provide the knowledge to empower
consumers to make responsible seafood
choices including both wild and farmed
products to ensure the ongoing health
and economic well-being of our people,
our communities, and our oceans.
Vision
To restore the health and stability of our
ocean for generations to come by creating
a seafood ecosystem where both wild and
aquaculture products live together in
harmony.

6. The Must Haves for Seafood
1. A profitable production
operation.
2. Ability to get the products
to markets that buy them
consistently and
3. Ability to grow while
maintaining production and
consistency

8. Global Goals for Sustainable Development

9. IT’S ABOUT HAVING OUR FISH AND EATING THEM TOO.
Seafood
SMART
Ecosystem
Life Below Water
Zero Hunger
Good Health &
Well Being
Sustainable Cities &
Communities
Responsible Production
& Consumption
Decent Work & Economic Growth
Climate Action
Demonstrate the importance of our oceans through awareness and impact of the United Nation’s
Sustainability Goals that focus on our planet. Tell the story of how both wild and aquaculture products
must live together to restore harmony in our ecosystem.
AQUACULTURE
WILD

10. Blue Frontiers—
Conservation International & Worldfish (2012)
Responsibly farmed seafood is the
least impactful form of production
of all animal proteins

11. Strategy
Business Market
External Outreach
Retail
Foodservice
Chefs
Schools
Community
Aquaria Guests

12. Project Overview
CAMPAIGN GOAL
To increase understanding that responsibly farmed
seafood is not inferior or a second best choice to
wild caught. It is a good option and a healthy
protein choice.
TRAINING FOCUS
Educate the Sodexo Aquarium staff on the benefits
of farmed seafood through knowledge-based
training and in-aquarium promotional materials.
• Key facts
• Talking points about aquaculture
• Sodexo’s seafood sustainability platform
• Why “The Time is Now”

13. Educate on Responsible Farmed Seafood
Transparency Quality
Confidence
Welfare
Antibiotics
Feed
Labeling
Origin
Freshness
Health Benefits
Responsible Choices

14. Aquarium Engagement

15. Collaboration