H-E-B, Giant Eagle, Wakefern Among Companies Signed on to GSA’s National Seafood Month Campaign
The Global Seafood Alliance is pleased to announce the launch of its second annual consumer campaign to celebrate October as National Seafood Month. The campaign “Choose Seafood with Standards” will focus on increasing consumer awareness of GSA’s Best Aquaculture Practices (BAP) certification and driving sales of responsibly produced and sourced seafood.
Building on the success of last year’s campaign, this campaign is designed to educate consumers using earned and social media through GSA channels and via participation by key retailers, foodservice operators, and seafood and meal delivery companies. Campaign participants include ALDI, Giant Eagle, Green Chef, H-E-B, Iberostar Hotels, Lidl, Meijer, Secret Island, Wakefern Food Corp. (the supermarket cooperative that includes the ShopRite banner), and WinCo Foods.
GSA and campaign participants will promote the campaign theme and messaging, “Choose Seafood with Standards – Shape the Future, Shape Your Future,” which highlights how choosing BAP-certified seafood can make a positive contribution to your own health and the health and wellbeing of the fish, the workers, and the environment.
Campaign activation will continue throughout the month with public relations outreach, social media, influencer engagement, new recipes, and updates to the new BAP consumer website. Participating partners will support the program in a variety of ways including in-store signage and videos, social media engagement, influencer campaigns, and public relations. The campaign includes a promotion toolkit to make it easy for participating partners to share in-store and through their digital channels about BAP certification and why “Choosing Seafood with Standards” is the right thing for their operations, their customers, and the planet.
The campaign builds on the success of GSA’s first consumer campaign in 2022 and caps a year of consumer education activities under the banner, “Sustained by Seafood,” that included a campaign focused on the health benefits of seafood in March and another focused on BAP-certified producers in June.
“Our research shows that consumers who know BAP, trust BAP,” said Elise Avallon, GSA’s Marketing Manager. “That’s why GSA is committed to educating consumers about the label, what it means, and why retailers, restaurants and direct delivery companies have made it part of their responsible sourcing policies.”
About the Global Seafood Alliance
The Global Seafood Alliance is an international, nonprofit trade association dedicated to advancing responsible seafood practices through education, advocacy and third-party assurances. Through the development of its Best Aquaculture Practices and Best Seafood Practices certification programs, GSA has become the leading provider of assurances for wild and farmed seafood globally. The organization’s work addresses the full spectrum of responsibility, from environmental responsibility and social accountability to food safety. Established in 1997 as the Global Aquaculture Alliance, GSA is headquartered in Portsmouth, N.H., USA. To learn more, visit www.globalseafood.org.
