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 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>>

Inside the Industry

The Northeast Fisheries Science Center has announced that Dr. Jon Hare has been selected to serve as the permanent science and research director effective Oct. 31.

Read more ...

It’s no secret that fraud is a problem in the seafood industry. Oceana repeatedly touts a mislabeling epidemic. While their method has been criticized, the perception of rampant fraud  has been established.

Read more ...
Try a FREE issue of National Fisherman

Fill out this order form, If you like the magazine, get the rest of the year for just $14.95 (12 issues in all). If not, simply write cancel on the bill, return it, and owe nothing.

First Name
Last Name
U.S. Canada Other

Postal/ Zip Code