National Fisherman

World Wildlife Fund Canada has pulled its animated “We Don’t Farm Like This” spot from the web following complaints from the commercial fishing sector.
 
The ad, which MarketingMag.ca covered last week, was created by John St., the WWF’s agency of record, to promote Marine Stewardship Council or MSC-certified seafood.
 
However, the MSC demanded the ad be pulled from all of WWF’s media channels, calling it “confusing” and “negative” towards the fishing industry as a whole.
 
The ad showed several kinds of commercial fishing gear and methods being used on land to catch wildlife and harvest orchards. It ended with a call-to-action to buy MSC-certified sea food.
 
Aside from its goal of promoting MSC-certified foods, WWF Canada was using the spot to drive consumer awareness of its shifting brand.
 
“We felt that this was provocative, that it was bold, and I think it will help our brand a lot,” Lindsay Page, head of public mobilization at WWF Canada, told Marketing last week. “WWF is still seen as a species organization, so campaigns like these help the public understand our brand a little bit better and support that evolution.”
 
Read the full story at Marketing Magazine>>

National Fisherman Live

National Fisherman Live is a web video series featuring the latest fishing news, product information and industry analysis by our editors. In this episode:

  • Ruling favors commercial red snapper fishermen
  • Fishermen file suit over Texas oil spill
  • Florida gov. announces oyster recovery funding
  • Hatchery salmon were 36 percent of harvest
  • Maine's new elver rules delay season start

Inside the Industry

The South Atlantic Fishery Management Council is currently soliciting applicants for open advisory panel seats as well as applications from scientists interested in serving on its Scientific and Statistical Committee.

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The North Carolina Fisheries Association (NCFA), a nonprofit trade association representing commercial fishermen, seafood dealers and processors, recently announced a new leadership team. Incorporated in 1952, its administrative office is in Bayboro, N.C.

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