thousand miles

C A T A LY S T S
A journey of a
thousand
miles
COMMUNICATORS
begins with
a single
CONNECTIONS
step.
— Lao-tzu
Chinese philosopher
604 BC - 531 BC
2 0 1 1
a n n u a l
CAMPAIGNS
r e p o r t
SeaWeb
is the only international,
non-profit
organization
exclusively
dedicated to using the science of communications to fundamentally shift the
way people interact with the ocean. We
envisions a world where all
SeaWeb
people understand and act upon the knowledge
that a healthy ocean is vital to all life and
essential to a sustainable future.
transform knowledge into action by
shining a spotlight on workable, science-based solutions to the most serious threats facing the ocean, such as
climate change, pollution and depletion
of marine life. We work collaboratively
with targeted sectors to encourage market solutions, policies and behaviors
that result in a healthy, thriving ocean.
By informing and empowering diverse
ocean voices and conservation champions, SeaWeb is creating a culture of
ocean conservation.
Members of the
Board of Directors
For SeaWeb in France, United
Kingdom and United States
Dawn M. Martin, Chair and President,
SeaWeb
Richard Beatty, Former Partner, Shaw,
Pittman, Potts & Trowbridge*
Nicholas Haffenreffer, Principal, Torray LLC
Alan Jones, Ph.D., Managing Director and
Co-owner, STURGEON, SCEA
John C. Ogden, Ph.D., Emeritus Professor
of Integrative Biology and Adjunct
Professor, College of Marine Science,
University of South Florida
Nora Pouillon, Chef and Owner, Restaurant
Nora and Co-Founder of Changing Seas
Callum Roberts, Ph.D., Professor,
Environment Department, University of
York
Jennifer Scott, Ph.D., Global Managing
Director, Strategy + Planning Group,
Ogilvy Public Relations Worldwide
* Emeritus member
Fundraising Advisory Committe
D.C. Cymbalista
Kim Hoover
Shirley Jacobs
George Sawyer
Jennifer Scott, PhD
SeaWeb Staff
Dawn M. Martin, President
Rosie Magudia, Project Manager, GAP 2
Kristian Teleki, Vice President
Meaghan Mallari, Development Associate
Anaseini Veskula Ban, PNG Program Manager
Jackie Marks, Manager, Media Communications
Philip Chou, Senior Manager, Sustainable Markets
Bruce McKay, Senior Researcher
Ned Daly, Senior Project Advisor,
Sustainable Markets
Alumeci Nakeke, Program Associate,
Asia Pacific Program
Daphne Edwin, Finance Director
Sanivalati Navuku, Fiji Program Manager
Francis Gabriel, Program Associate,
Asia Pacific Program
Ruben Pillai, Operations Manager
Kate Hanley, Development Advisor
Ruth Pune, Program Associate,
Asia Pacific Program
Devin Harvey, Manager, Visual Media Initiatives
Scott Radway, Director, Asia Pacific Program
Marida Hines, Webmaster
Kirby Rootes-Murdy, Program Associate,
Sustainable Markets
Emily Howgate, Program Manager,
Sustainable Markets
Wing Lau, Senior Finance Associate
Sheila Sarhangi, Program Associate,
Asia Pacific Program
Eloise Lee, Program Associate, Asia Pacific Program
Daria Siciliano, Director, Science Initiatives
Cécile Levieil, Program Associate,
European Program
Elisabeth Vallet, Director, European Programs
Cindy Yeast, Senior Communications Advisor
Simone Lewis-Koskinen, Program Assistant,
Science Initiatives
Look out for these icons:
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http://bit.ly/AboutSeaWeb
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scan me
A Journey of A Thousand Miles
Dear Friend:
When I learned of an inspiring story about villagers in Papua New Guinea walking
up to four hours to attend a SeaWeb communications training, I was reminded of a
quote by Lao-tzu: A journey of a thousand miles begins with a single step.
Imagine that! How many of us would walk for four hours to become better communicators—or for that matter,
for anything? I would venture to guess that most of us have not or would not be so motivated. Yet, being able to
communicate effectively is critical to our success in overcoming the enormous hurdles that confront our global
society – so we must persevere. We must learn from the village leaders in these remote island nations who are
compelled to do whatever it takes to save their homes and their families. They have witnessed their main source
of protein disappear in front of their eyes as fisheries collapse. They have experienced sea-level rise first hand, as
friends and families have had to be relocated away from the homes where they have lived for generations. They
have encountered lifeless and bleached corals as waters warm and pollution threatens their livelihoods. Yet, they
remain hopeful and so must we.
At SeaWeb, we are celebrating how the science of communications has successfully convinced people to take
greater responsibility for ocean health. The approach of working with people to take that single step is at the
heart of our mission. We know that once that first step is taken others will follow.
As we think about resource limitations and other concerns that will result from our growing global population,
so too must we think about the power of almost nine billion people taking a single step in the right direction.
Imagine the momentum we could build if each of us did just one thing every day to promote ocean health. What
follows in this annual report are many encouraging stories from the past year, and they all started with one person
who began his or her journey and inspired others to join them to take that single step toward a healthy ocean. I
am pleased to share these stories with you.
With the help of our partners, amazing spokespeople and steadfast supporters, we have seen a change in the way
people relate to the ocean. Scientists are sharing their research results in ways that inspire people to listen and
understand. Industry leaders are investing in the future by infusing sustainability into their corporate culture.
Journalists are covering not just the doom and gloom of the challenges that lie ahead but also the success stories
of species rebounding and special places being protected. Finally, policy makers are beginning to see the value of
working collaboratively with neighboring states, regions or countries to manage the ocean, not bound by political
boundaries but by natural ones. Let me be clear: our work is far from done but we are beginning to see the
rewards of the incremental steps people have taken.
Some of these stories highlight how SeaWeb acts as a catalyst – influencing individuals and organizations
to become leading voices for a healthy ocean. You will read stories about new and important connections
made by building bridges among economic, policy, public and environmental stakeholders to generate joint
initiatives for ocean health. I also am pleased to share stories about influential ocean advocates who now have the
communications resources they need to motivate their audiences to engage in ocean conservation. Finally, you
will see how SeaWeb’s flagship communications campaigns are making the ocean matter in new ways to new
audiences.
When you read the successful accounts that follow, I trust you will agree there are many reasons to be hopeful
about our ocean’s return to health. We are excited and encouraged by all those who have joined this journey of a
thousand miles by taking that first and important single step wherever they could—one step at a time. Thank you
for leading the way as we all take important steps on our journey toward ocean health.
With gratitude and admiration,
Dawn M. Martin
President
SeaWeb | Annual Report 2011
1
Campaigns
SeaWeb creates flagship communications
campaigns that make the ocean matter in
new ways to new audiences
Catalysts
SeaWeb persuades influential
individuals and organizations to
become leading voices for a healthy
ocean
SeaWeb uses the science
of communications to
fundamentally shift the way
people interact with the ocean.
SeaWeb does this through:
Connections
SeaWeb builds bridges among
economic, policy, public and
environmental stakeholders to
generate joint initiatives for
ocean health
Communicators
SeaWeb gives ocean advocates the
communications resources they need
to convince their audiences of the
importance of ocean conservation
2
SeaWeb | Annual Report 2011
Catalysts
SeaWeb persuades influential individuals and organizations to
become leading voices for a healthy ocean.
The Asia-Pacific region is one
of the most biodiverse ocean
ecosystems on Earth. Increasing
economic and development pressure on
these resources threatens to destroy this
great storehouse of marine biodiversity
and devastate the health and livelihoods
of the millions of people who depend on
them. With its partners in the region,
SeaWeb established the Community
Educators Network (CEN) to train
community leaders in science and
communications so they can spearhead
talks in their communities about the
need for sustainable management of
marine resources. The CEN is currently
operating in Kubulau, Fiji and in Manus
Province, Papua New Guinea.
The CEN was developed for community
members who have substantial influence,
like Savenaca Tete, a trusted role model
from Fiji who understands how members
of his community view their resources
and what messages will motivate them.
To help Savenaca and others take
important steps forward in ocean
conservation, SeaWeb creates postersize flip charts that explain critical
conservation issues such as threats to
coral reef ecosystems, climate change
adaptation, watershed restoration
and fishery management. These
presentations are used in remote
areas with limited access to electricity
and technology, and, since they
are laminated, they can be shared
among villages without being harmed
by harsh weather. Communities
otherwise isolated are now using this
information to take action.
After the presentations, village
members in Fiji put words into
action and:
• moved pigpens away from the
shore to reduce nutrient runoff;
• banned the use of chemicals to
kill weeds;
• cleaned solid waste from the
shoreline and dug pits to
manage it;
• replanted upland slopes;
• established a marine-protected
area to help conserve the ocean
resources near their villages;
and
• began planting mangroves and
other vegetation to restore
coastal habitats.
“
As word started to
spread through the
villages in Manus
Province, Papua New
Guinea about SeaWeb’s
CEN training, it
motivated community
members to participate.
Without access to
public transportation,
community leaders
came from near and
Communities are feeling the
brunt of human activities that
have affected the environment
and resources they depend on.
We can’t sit back and wait
for help to come. We need to
help ourselves. And with the
skills, knowledge, lessons and
experience we have acquired,
we are putting up our hands
to help.
”
- Joe Kuwoh,
Kawaliap community leader
far, some walking up to
four hours to attend the
training.
SeaWeb | Annual Report 2011
Catalysts | 3
“
On my recent trip to
Kubulau, I have seen vast
changes in the villages. They
are now clean, and people
are now taking care of their
villages and beaches. Burnt
forests were a common sight,
but now you just see green
everywhere, because it has
been banned. For the whole
of Kubulau, night diving is
totally banned, and instead of
being solely dependent on the
ocean, they are now utilizing
their land and planting more
root crops. It is amazing,
and I am so happy with the
changes.
”
- Moala Tokota‘a,
Coral Reef Alliance
“
Through a six-month course in
Papua New Guinea and Fiji, called
Sea Series, SeaWeb teaches journalists
about critical ocean issues and connects
them with key scientists, community
leaders and government officials. Working
through local universities, we also engage
journalism students in this program.
After seven years of working with
journalists in the Asia-Pacific region,
SeaWeb is able to show positive and
sustained coverage in the media. During
the past year, in both Fiji and Papua
New Guinea, SeaWeb helped seed more
than 550 stories on ocean conservation
issues in print media alone.
SeaWeb also amplifies the voices of
local leaders by creating radio talk
shows on conservation issues in Fiji and
Papua New Guinea. Radio is the most
effective way to reach the most remote
communities in this region. These
shows cover a range of topics facing
communities, from sea-level rise to the
life history of economically important
fish species.
In addition to creating sustained
coverage of ocean issues in the region,
Sea Series has led efforts to increase
the quality and depth of this news
coverage. SeaWeb launched the Fiji
Ocean Journalism Awards this past year
to recognize leading ocean journalists
for excellence in the quality of reporting.
In a similar initiative, SeaWeb supports
the Papua New Guinea Media Council
annual environmental awards.
As a journalist covering
environmental issues,
I wouldn’t be able to write
stories that are compelling
if I had not sat down with
the community folks to
understand the importance
behind them protecting their
marine resources.
”
- Charles Yapumi, 2011
Sea Series fellowship participant,
commenting on the media field
trip to West New Britain,
Papua New Guinea
4 | Catalysts
SeaWeb | Annual Report 2011
Through our annual Seafood
Champions Awards, SeaWeb
spotlights some of the most innovative
and passionate leaders in the sustainable
seafood movement. Recognizing and
rewarding these key players in the
seafood industry helps amplify and lend
credibility to their voices among policy
makers and the news media. The awards
are also aimed at encouraging the spread
of similar best practices and innovation
through peer-to-peer influence and by
creating a competitive marketplace for
sustainability.
In 2011, SeaWeb recognized:
• Dune Lankard, a native Athabaskan
Eyak of the Eagle Clan from the
Copper River Delta of Alaska and
former commercial fisherman,
who became a community activist
dedicated to protecting endangered
fish stocks around the world after
the Exxon Valdez disaster. Dune is
now a strategic and guiding force for
fisheries management for the Eyak
Preservation Council;
• Steve Phillips of Phillips Food
and Seafood Restaurants, who
pioneered the import of the Asian
blue swimming crab as an alternative
to the threatened Chesapeake Bay
blue crab in the United States, and
led the industry’s efforts to institute
sustainability measures to ensure
the fisheries remain viable and
sustainable;
• Robert Clark, chef of C Restaurant
and Harry Kambolis, CEO of
Kambolis Restaurant Group, who led
their member restaurants to become
sustainable in all their seafood
selections. Remaining true to its
founding principles, C Restaurant
is the founding partner in the
Ocean Wise Program, a Vancouver
Aquarium conservation program
created to educate and empower
consumers about the issues
surrounding sustainable seafood;
• Phil Gibson, Safeway’s group
director of seafood, who worked
with the corporate leadership of one
of North America’s largest seafood
retailers to adopt an ambitious and
comprehensive sustainable seafood
policy, and to ensure effective and
transparent policy implementation;
• Olivier Roellinger, vice president,
Relais & Châteaux Association,
who led the development of a
global sustainability policy for its
international gourmet restaurants and
continues to work to expand their
sustainability commitment; and
• Peter Weeden, who as head chef of
Paternoster Chop House in London,
influenced more than 20 restaurants
as part of the D&D London restaurant
group of which the restaurant is a
member to implement a far-reaching
seafood sustainability policy.
As a result of their recognized
leadership in sustainability by
SeaWeb, European chefs Peter
Weeden and Olivier Roellinger took
the critically important step to
meet with European Union (EU)
Commissioner for Maritime Affairs
and Fisheries, Maria Damanaki,
to convey their knowledge of
sustainability and to support the
reform of the European Common
Fisheries Policy (CFP). This is one of
a number of activities that SeaWeb
has organized this past year to
bring in high-profile voices to
support reform of the CFP in Europe.
http://bit.ly/SeafoodChampions
“
To be recognized as a Seafood Champion by my peers is
an absolute honor and an opportunity to call for more
environmentally responsible seafood management practices…
I’m confident that together, we can make a real difference, and
I’m proud beyond belief to be a part of a new future for our
oceans and our fisheries.
”
- Seafood Champion Dune Lankard, former commercial
fisherman and founder of the Eyak Preservation Council
SeaWeb | Annual Report 2011
Catalysts | 5
SeaWeb helped to catalyze the
concept of sustainable seafood
among the United Kingdom’s (UK)
10,000 fish-and-chip shops by
partnering with the National Fish
and Chip Awards. Good Catch, a
partnership involving SeaWeb and
three other organizations, developed
The Good Catch Award for
Sustainability. The award spotlights
leadership in seafood sustainability to
encourage the spread of best practices
and innovation through peer-to-peer
influence and creates wider impact
through policy leverage. Media
coverage of the awards also helps
to increase awareness of sustainable
seafood through the conduit of fishand-chip take-away shops—
a main source of seafood for many
UK residents.
The 2011 award went to the Chip
Box, in Stewarton, Scotland. The
judges noted that the Chip Box team
had done their homework to source
sustainably, had built knowledge and
enthusiasm among their whole team,
and promoted often-overlooked and
more plentiful seafood choices to
their diners.
Other 2011 Good Catch Award
finalists, such as David Blackburn
of the fish-and-chip shop, Alfie
Grimshaw, now take steps toward
ocean conservation by spreading
sustainability messages to other chefs
as a guest speaker at regional seafood
workshops. Peter Frase, owner of the
Cornish fish-and-chip shop, Harbour
Lights, has created a template
sustainable seafood sourcing policy
that can be used by the wider industry.
6 | Catalyst
SeaWeb | Annual Report 2011
COMMUNICATORS
SeaWeb gives ocean advocates the communications resources they
need to convince their audiences of the importance of ocean conservation.
Partnerships Involving
Stakeholders in the Celtic Sea
EcoSystem (PISCES) – the first
project of a transnational nature
designed to address sustainability and
conservation issues of the Celtic Sea,
involving four European countries.
SeaWeb is one of five organizations
collaborating on this project. Through
the involvement of stakeholders, the goal
of PISCES is to translate EU policy into
practical outcomes applicable to diverse
cultures and sectors.
SeaWeb’s unique contribution is
our expertise and experience in
communications involving ecosystembased management—a place-based
approach to natural resource use that aims
to restore and protect the health, function
and resilience of entire ecosystems.
PISCES workshops brought together
stakeholders from commercial and
recreational fishing, submarine
cable companies, alternative energy,
marine protected areas, aggregates,
and other sectors to draft the bestpractice guidelines for managing the
Celtic Sea according to ecosystembased management principles. A key
stakeholder workshop will take place
in Spain in 2012, where stakeholders
will finalize these historic guidelines
which represent a major step forward in
preserving this critically important area
of the world’s ocean.
“
In the Asia Pacific, SeaWeb
trains both our government and non-
governmental organization partners in
strategic communications and social
marketing through intensive workshops.
SeaWeb also offers one-on-one mentoring
as partners implement more sophisticated
outreach and engagement strategies
aimed at key decision makers to help
them take important steps toward
ocean conservation.
Asia-Pacific region, SeaWeb
has trained more than 500
researchers, community leaders
and non-government organization
and government staff from Fiji,
Papua New Guinea, Indonesia,
Hawaii and the Commonwealth
of the Northern Mariana Islands
in strategic communications and
social marketing.
To bolster these initiatives, SeaWeb
fosters communications networks
and working groups to create peer
networks that promote lesson sharing
on effective communications,
community engagement and strategic
partnerships around critical ocean
issues.
Examples of this work include a
strategic communications workshop
for conservation professionals in Papua
New Guinea held at the Motupore Island
Research Centre. The training included
presentation and messaging techniques
and writing strategic communications
plans that drive change. The training
also further solidified a local peer
communications network to support local
campaigns.
In the Commonwealth of the Northern
Mariana Islands, SeaWeb is helping
to build capacity by providing key
government agencies, stakeholders and
local partners with high-level training on
strategic communications. These skills
will be used to develop a dynamic social
marketing campaign aimed at improving
conservation in Laolao Bay.
The PISCES workshop enabled us to understand how each activity
impacts each other and the sea. It helped establish trust among
the many different groups involved. I found the whole process a
rewarding experience.
”
- Steve Conlon, Irish Marine Federation
SeaWeb | Annual Report 2011
During the past year in the
http://bit.ly/AsiaPacificProgram
“
The tools SeaWeb gave us
were practical and intuitive.
I was able to use them straight
after the training. We have so
many issues facing our country and unless we really target
our resources on critical issues, address people’s barriers
to change and craft compelling messages, we can’t compete with the many demands
people are already facing.
”
- Adophina Luvongit, education
officer at Mahonia Na Dari
Communicators | 7
Inspired by the axiom “a picture
is worth a thousand words,”
SeaWeb’s Marine Photobank is a leading
visual resource that uses powerful images
to evoke emotion and connect people
to the ocean. The Marine Photobank is
a network of professional and amateur
photographers, researchers, educators,
non-governmental organizations and
agencies from around the world.
Membership has increased by 20
percent from last year and the number
of images contributed is up 15 percent.
Members downloaded 9,000 photos—
a 12.5 percent increase from the previous
year—for use in educational materials,
lectures, presentations, non-profit Web
sites, textbooks, news media, and at
science fairs, aquariums and zoos.
The Marine Photobank’s fourth annual
Ocean in Focus Conservation Photo
Contest was launched on World Oceans
Day on June 8, 2011. This contest called
on photographers to illustrate the human
impacts on marine life and marine ecosystems, as well as ways in which people
are taking steps to turn the tide on ocean
degradation. Lindblad Expeditions, the
travel company that voyages the world
in alliance with the National Geographic
Society to inspire people to explore
and care about the planet, donated the
grand prize—a cabin for two aboard the
National Geographic Endeavour for a
10-day trip to the Galapagos Islands.
Leveraging this and other prizes and
partnerships, the contest attracted more
than 500 image submissions.
http://bit.ly/MPBPhotoContest
The use of ocean imagery to tell a story is a “simple step” to help others prioritize
ocean health—an issue that is often out of sight and, therefore, out of mind.
Increasingly, the news media are using Marine Photobank as a resource to illustrate
their stories about the ocean, including The New York Times, Nature, ABC News, Sport
Diver, Times Publishing (Hong Kong), The Guardian, ProDiver Magazine, The Beijing
News, National Geographic magazine, American Scientist, Discovery News, USA Today
and Smithsonian, among others.
8 | Communicators
SeaWeb | Annual Report 2011
“
As a scientist and educator, I find the Marine
Photobank to be a powerful education tool.
I have used its images to show the plight of
the world’s oceans to students, media and
the public, and to relay a clear picture of the
actions we must take to conserve and properly
manage ocean resources.
”
- Gerick Bergsma, Ph.D., Ecology, Evolution
and Marine Biology, instructor, California
State University, Monterey Bay
Marine Science Review is a one-of-a-kind
platform created by SeaWeb to increase the
knowledge and understanding of the fast-moving
developments on ocean science. The Marine Science
Review newsletter is the only resource that provides
individuals and
organizations with
access to the most recent
multi-disciplinary ocean
science necessary to
keep abreast of, act on
and communicate about
the world’s ocean.
There has been a
remarkable increase in
peer-reviewed research
and discussion in areas
such as natural science,
policy and governance,
as well as the human
dimension of marine
environmental change.
As a result, SeaWeb has widened the scope of knowledge
domains to 714 scientific journals and publications
being tracked for ocean-related research findings.
“
The Marine Science Review is an invaluable tool
for keeping apprised of the latest developments
and findings in marine science. I don’t have time
to search the ever-increasing literature myself,
but the MSR brings me regular updates on areas
that are important for my work—in my case,
fisheries in particular. It covers global issues,
rather than restricting itself to the local, which is
a big plus.
”
- Michael Earle, Fisheries Advisor for the Greens,
European Parliament
This year, the number of subscribers to Marine Science
Review increased by more than 50 percent, and they
represent a broad range of interests and professions.
The newsletter is used by scientists and natural resource
managers to stay abreast of evolving marine research,
and by teachers and professors as a teaching resource
and information source. Marine Science Review is widely
circulated on non-governmental organizations’ and
government Web sites, listservs, blogs, Internet forums
and via Twitter and Facebook.
Communicators | 9
“
I am a mom of two (ages 3
months and 2 years). I found
your website very helpful
in explaining clearly which
are the best choices for
purchasing and consuming
fish for my family.
”
- Malisa Yee
KidSafe Seafood is the only
program that provides parents in
the United States with science-based
health and sustainability information
specifically for children. To fill the void
of specific guidance from either governmental agencies or non-governmental
organizations on the consumption of
seafood by children, KidSafe Seafood
currently evaluates and provides meal
recommendations for 109 different
popular seafood species.
In response to the demand for familyfriendly online content, KidSafe Seafood
launched a new Web site featuring
dynamic new content that addresses
different dimensions of the issue.
“
KidSafeSeafood.org is a great
resource when it comes to
fish choices and recipes for
children.
SeaWeb is featured as a
programmatic partner on National
Geographic Society’s ocean Web
”
- Maryann Tomovich Jacobsen,
registered dietician,
RaiseHealthyEaters.com
The new site not only strengthens the
relationship between food, health and
the environment, but empowers families
to make informed decisions best suited
for their lifestyle. To augment efforts
to help busy parents make informed
seafood selections, KidSafe Seafood
partners with children’s health and
nutrition organizations, as well as several
environmental, communications and
catering groups, to create educational
materials focused on seafood health and
sustainability.
To increase our reach to those who want
to take informed steps to advocate on
behalf of the ocean, SeaWeb has further
developed an online presence. During the
past year, we overhauled our Web site and
increased traffic by 25 percent, with a 30
percent increase in the average time users
spend on our pages. By maximizing our
social media tools, we have experienced a
growth of more than 175 percent in our
Facebook followers and are expanding
into Twitter and LinkedIn. The messages
we convey are helping to enlighten and
motivate hundreds of thousands of people
to become ambassadors for ocean health.
portal and as a partner to the
Sylvia Earle Alliance Mission Blue
initiative. This multi-year, global
partnership initiative is aimed at
restoring health and productivity
to the ocean by inspiring people to
care and act, reducing the impact
of fishing and promoting the
creation of marine protected areas.
http://bit.ly/KSSRecipes
10 | Communicators
SeaWeb | Annual Report 2011
Connections
SeaWeb builds bridges among economic, policy, public and
environmental stakeholders to generate joint initiatives for ocean health
SeaWeb’s Seafood Choices
program provides leadership
and creates opportunities for change
across the seafood industry and ocean
conservation community. Seafood
Choices does this through a number of
initiatives, such as the Seafood Summit,
which convenes and connects leaders
to navigate trends, cuts through the
complexity, fills gaps in knowledge,
showcases best practices, builds capacity
and promotes relationship building with
decision makers.
For the past nine years, SeaWeb’s
Seafood Summit has brought together
global leaders from the seafood industry,
conservation and science communities
and the media for in-depth discussions,
presentations and networking with the
goal of making the seafood marketplace
environmentally, socially and
economically sustainable.
In 2011, over 700 attendees from more
than 30 countries attended the sold-out
Seafood Summit, which was held in
Vancouver, British Columbia, Canada.
World-renowned businessman Yvon
Chouinard, co-founder of outdoor
outfitter Patagonia and the philanthropic
initiative 1% for the Planet, provided
keynote remarks while HRH Prince
Charles, the Prince of Wales provided the
closing remarks via a video message.
“
[During the Summit] I think
there is a lot of momentum,
there’s a lot of progress, and
I think, collectively, the
movement has done a great
job. I think SeaWeb and
Seafood Choices have done
a fantastic job in bringing
people together, creating a
space for those discussions
and trust to be built.
”
- Rupert Howes, CEO, Marine
Stewardship Council
“
The truth is that the solutions we need are within our grasp.
While it is quite possible to foresee the collapse of marine ecosystems following continued unsustainable exploitation we can, by
contrast, see a vision of thriving and productive oceans, teeming
with wildlife and providing food and employment for many
millions of people.
”
- HRH Prince of Wales – excerpt from his videotaped
message to SeaWeb’s Seafood Summit delegates
Josh Stoll, founder of Walking Fish,
a community supported fisheries
(CSF) in Beaufort, N.C., gave a compelling presentation during the 2011
Seafood Summit on operating a CSF.
Josh shared how they link coastal
fisheries directly with consumers
who buy a share in the fishery to
support it through the season. In
return, they get a weekly box of their
share of fresh fish.
Connections and knowledge gained
by Josh at the 2009 Summit, helped
him to take the bold step to begin
working with local partners and his
Duke University colleagues to start
Walking Fish. When Walking Fish
was launched in early 2009, there
were only five CSFs in North America. As of September 2011, there
were at least 20 in North America—
demonstrating how the connections
made at the Summit can catalyze
sustainable solutions.
www.seafoodsummit.org
SeaWeb | Annual Report 2011
Connections | 11
The 10th International Seafood
Summit in Hong Kong (a first for Asia)
will provide an important forum for
advancing sustainable seafood practices
across Asia. In 2009, SeaWeb began
preparing for this event by leading a
group of NGOs and experts in the
seafood industry in China, through a
series of meetings on sustainability.
SeaWeb, with several partners,
organized the second Sustainable
Seafood Forum in Dalian, China
alongside the 15th annual China
Fisheries & Seafood Exposition. At
the exposition, which had exhibits
from more than 1,500 seafood
businesses, SeaWeb established
a pavilion of non-governmental
organizations dedicated to
sustainable seafood to raise the
profile of sustainability with these
industry representatives
“
We are starting to really
understand how important
our ocean is to our whole
life-support system. It’s not
just something beautiful to
enjoy or an endless supply
of fishing resources or a
place where we can dump
our waste and never see it
again. I think, within the
last five years, we have come
to understand so much more
about how the entire health
of the planet depends on the
ocean. It’s not just a big, blue
void anymore.
The results included the creation of a
network of experts and other interested
parties, as well as the presentation of a
report at the 2011 Vancouver Seafood
Summit, “Sustainable Fisheries and
Aquaculture in China: Scoping
Opportunities for Engagement.” China
is the world’s largest seafood exporter
and fastest-growing consumer seafood
market. Other Asian countries, with the
exception of Japan, are following the
same trends; yet, the implementation
of sustainability practices and policies
are only just beginning. The Summit
will provide an opportunity to have
significant impact on ocean health by
jumpstarting the sustainable seafood
debate in Asia.
In October 2010, SeaWeb
partnered with the National Oceanic
and Atmospheric Administration’s (NOAA)
Office of National Marine Sanctuaries to
support a dynamic visual and social
media promotional plan for BLUE:
A Global Oceans Film and Conservation
Festival. SeaWeb documented the stories
of attendees by distributing Flip video
cameras and encouraging them to create
their own videos about their experiences at
the festival.
The content created by the attendees
had a life beyond the film festival and
continues to inform people all over the
world about the ocean conservation
issues that were conveyed there. The
video clips were edited and published to
the BLUE Web site, enabling the best
videos to be highlighted through Twitter,
Facebook and YouTube.
This project brought visual media and
communications—the focus of the
festival—to an accessible place where the
audience became the filmmaker. It created
an inclusive environment where everyone
could be a part of the action and share
their ocean experiences with one another.
”
- Debbie Kinder, founder and
director, BLUE Ocean Film
Festival - quote excerpted from a
Flip video interview conducted
by a film festival attendee
12 | Connections
SeaWeb | Annual Report 2011
Despite the variety of fish
swimming in British waters,
consumers primarily choose from five
seafood options: cod, haddock, prawns,
salmon and tuna. In England, nearly
20 percent of all fish caught—the
equivalent of 1,300 double-decker
buses of fish—are discarded overboard
annually from fishing boats simply
because there is not enough consumer
demand to be able to sell these underappreciated species.
simple step of changing their menu
options, they can make a big difference.
A blind-tasting session helped to
strip away preconceptions and allow
participants to focus on the fish’s flavor,
while increasing enthusiasm about using
alternative fish options such as dab,
pouting and coley. The next workshops
will focus on engaging and educating
two important culinary and catering
sectors—fish-and-chip shop owners and
culinary school students.
“
We only have ‘Catch of the
Day’ now on our menu, and
are only using less-appreciated
by-catch species (when we
are happy with whatever that
may be). And, of course, we’re
spreading the message on all
occasions!
”
- Richard Bell, owner,
The Three Stags
To help solve the dual-sided problem
of overfishing some target species while
discarding plentiful but less popular
alternatives, SeaWeb works with the
culinary and catering sectors to buy,
serve and promote some of the less
popular sustainable seafood choices.
During a workshop at the United
Kingdom’s largest inshore fish market,
London’s Billingsgate, the Good Catch
partnership brought together 50 chefs
and caterers. Representing businesses
ranging from independent fish-andchip shops and gastro-pubs to national
and international contract caterers, the
participants learned that by taking the
“
We were using salmon, smoked haddock, prawn and cod [in our
fish pie]. We are now using coley, pollack, mackerel, haddock
and prawn…plus we are getting ‘trimmings’ of these fish from
our fishmonger, so using otherwise wasted bits. The flavour and
consistency of the pie seems to be little different, but we have made
it more sustainable and more cost-effective. A genuine win-win!
”
- Hugh Walker, managing director, Eden Caterers
SeaWeb | Annual Report 2011
http://bit.ly/GoodCatch
Connections | 13
Guide des espèces
à l’usage des professionnels
Deuxième édition
Pour un marché des pr
oduits
de la mer durables
The “Guide des espèces” (Species
Guide), which assists buyers in
purchasing sustainable seafood
was developed by SeaWeb’s
Seafood Choices program, and
was the first guide of its kind to
be published in France and the
French-speaking areas of Belgium
and Switzerland. First published
in 2008, a second edition of the
Guide was updated in 2010, and
2,000 copies were distributed
within six months. Retailers,
processors, chefs, fishmongers,
fishermen, scientists, consumer
organizations, NGOs, catering
schools and fishmonger schools
across French-speaking Europe
continue to request the Guide.
It is widely seen as a valuable
and practical tool that allows
stakeholders to make informed
decisions about the seafood they
source. Due to the continuous
demand, the guide was reprinted
again in 2011.
In France, SeaWeb’s Seafood Choices
program has initiated several cuttingedge initiatives aimed at promoting
sustainable species to chefs, fishmongers
and other seafood industry stakeholders.
One initiative involves French fishmonger
apprentices. Since 2009, the CFA—
Centre de Formation et d’Apprentissage
(fishmongers apprentice schools)—based
in Rungis, France, has asked SeaWeb
to organize annual training sessions for
their apprentices on sustainability.
To build on this relationship, CFA
and SeaWeb developed a larger project
for apprentices in collaboration with a
group of 10 fishmongers. The objective
of this pilot project is to engage French
fishmongers in a sustainable supply for
their fish shops.
In a unique initiative to educate aspiring
restaurant and catering professionals
in France, Seafood Choices organized
workshops this past year in several
catering schools: FERRANDI, l’école
française de gastronomie (Paris); Lycée
Hôtelier de Dinard; Lycée Jean Capelle
in Bergerac; and CEFPPA (the European
training center for the catering industry)
in Strasbourg. These workshops educate
students about the current status of
marine resources and sustainability
through presentations and discussions
between different stakeholders in the
seafood industry—chefs, fishmongers,
wholesalers, retailers and fishermen—
and the participants. Seafood Choices
helps the students realize the key role
they can and will play in influencing
both the supply chain and consumers.
SeaWeb and several partners also
organized the first-ever national catering
competition in France promoting
sustainable seafood designed to reach
young chefs. The competition, geared
toward young chefs and catering
students, requires candidates to create
two unique recipes using sustainable
seafood—one focused on gastronomy,
and another that is simple to prepare by
the general public. Olivier Roellinger,
vice-president of Relais & Châteaux and
a SeaWeb Seafood Champion 2011, is
the ambassador of this initiative.
“
Relais & Châteaux members
recognise the major role they
can play in protecting resources
as key prescribers in the choice
of species they purchase.
Relais & Châteaux cooperates
with the Seafood Choices
Alliance, a benchmark
international non-governmental
organisation in this field,
seeking to secure sustainable
seafood supplies.
”
- Jaume Tàpies, president and
Olivier Roellinger, vice president
14 | Connections
SeaWeb | Annual Report 2011
Campaigns
SeaWeb creates flagship communications campaigns that make the
ocean matter in new ways to new audiences
Working with top jewelry,
fashion and home décor
designers and retailers, SeaWeb’s
Too Precious to Wear campaign raises
awareness of the need for coral conservation
and builds support and political will for
stronger international trade protections.
SeaWeb conducted extensive outreach at
jewelry trade shows in Las Vegas, such
as Couture and JCK (Jeweler’s Circular
Keystone) that resulted in dozens of
new retailers and designers joining the
campaign. Long-time supporters such
as Tiffany & Co., Lilly Pulitzer, Temple
St. Clair, Lela Rose, Vena Cava, Stephen
Webster, Jim Rosenheim, and Michael
Aram, continue to use their influence
and voices to raise awareness about
threats facing corals and the need to take
action for ocean health. After taking one
simple step, they are now influencing
the masses by speaking to the media
and at events to demonstrate that
they “walk the talk.” These industry
spokespersons bolstered SeaWeb’s efforts
to engage Jewelers of America, one of
the industry’s leading trade associations,
in developing and promoting a position
statement recognizing that corals are
threatened by over-harvesting, and thus
encouraging greater environmental
responsibility throughout the entire
jewelry supply chain. The association
also declared its support for the creation
of clear national and international
guidelines and standards for reducing
the ecological impacts of trade in
precious corals.
Several designers have taken the
additional step of creating collections
to further highlight the work of the
campaign:
• Simon Cardwell of Cheeky Monkey
Jewelry released his coral-inspired line
in the winter of 2010, and has been
promoting his dedication to coral
conservation through the Internet;
SeaWeb | Annual Report 2011
• Designer Yilin Choo has been
showing her support for coral
conservation by touting her coralinspired jewelry collection also
released in late 2010. News coverage
of her collection has occurred
internationally, and has included a
number of Asian media outlets—an
important market for the campaign
and greater coral conservation
movement; and
• In February 2011, Temple St. Clair
launched her new coral-inspired
collection, “Sacred Offerings,” which
received attention from the jewelry
and design industry and glowing
reviews from the media. Temple
continues to be an important and
influential voice within the design
community advocating for coral
conservation and ocean health.
SeaWeb is also developing a
social marketing campaign
model for the United States in its coral
jurisdictions through funding from
the NOAA Coral Reef Conservation
Program. The goal of this initiative
is to produce a powerful model for
creating change in these targeted regions
and motivate community ownership
of conservation issues. The immediate
targets include the Commonwealth of
Northern Mariana Islands and Hawaii.
SeaWeb launched this initiative in
Saipan, the most populous island in the
Commonwealth of Northern Mariana
Islands in an effort to improve coral
health in a Laolao Bay. The first phase
included a social marketing workshop
to train key local officials and leaders.
SeaWeb initiated the second phase of
campaign development, which focused
on changing littering and dumping
behavior in Laolao Bay, which pollutes
the Bay and the coral reef ecosystem.
“
Too Precious To Wear is
a campaign led by some
outstanding designers who
are advocating the cause of
coral preservation. Influential
jewelers like Tiffany &
Co., and Stephen Webster
are proving that beautiful
jewellery can be made
without having to deplete a
precious natural resource.
”
- Editor’s note, “Cool Coral,”
Solitaire (a leading consumer
jewelry magazine in the AsiaPacific region), June/July 2011
“
SeaWeb has inspired me
personally to become more
actively involved and engaged
in my community so the
lands and waters we cherish
today will be around for
future generations. Whether
it is using social marketing
to stop the social norm of
littering or volunteering at
monthly cleanup brigades,
SeaWeb’s campaign goals and
strategies have taught me the
importance of taking action
to help nature come back
from growing threats like
pollution.
”
- Jihan Buniag, educational
and outreach coordinator,
Nonpoint Source Pollution,
Commonwealth of Northern
Mariana Islands Division of
Environmental Quality
Campaigns | 15
Partnering Organizations
SeaWeb owes a tremendous amount of gratitude to the wonderful partners we worked with over the past year!
ADM Capital Foundation
Lindblad Expeditions
Chambre de Commerce et d’Industrie
de Saint-Malo
Locally Managed Marine Area Network
Children’s Environment Health Network
Lycée Hôtelier de Dinard
The Coastal and Marine Resources
Centre at the University College Cork
Manus Environmental Community
Conservation Network
Communication Partnership for Science
and the Sea (COMPASS)
Marine Conservation Society
Conservation Alliance for Seafood
Solutions
Marine Stewardship Council
Lost Nomad Media
Marine Fish Conservation Network
Conservation International
Media Council of Papua New Guinea
Coral Reef Alliance
Monterey Bay Aquarium
The Environment Council
National Fisheries Authority Centre for
Environmental Law and Community
Rights
Environmental Defense Fund
FERRANDI, l’école française de
gastronomie
Fiji Locally Managed Marine Area
Network
GreenFire Productions
HandStand Kids Cookbook Co.
Kubulau Resource Management
Committee
16 | Partnering Organizations
The Nature Conservancy, Papua New
Guinea
Pacific Islands Roundtable for Nature
Conservation
Papua New Guinea Center for Locally
Managed Areas
Papua New Guinea Department of
Environment and Conservation
PRORESTEL
Project AWARE Foundation
Relais & Châteaux
Sea Fare Group
Smithsonian Ocean Portal—National
Museum of Natural History
Sustain
Sustainable Fisheries Partnership
University of Papua New Guinea
University of the South Pacific
Ocean Conservancy
Wildlife Conservation Society
Oregon State University
WWF Spain
OSO (Organic Sustainable Only), R&O
Seafood Gastronomy
WWF UK
Pacific Islands News Association
SeaWeb | Annual Report 2011
Financial Report
SeaWeb’s Financial Report for
Fiscal Year 2011 continued to
show strong and steady support from
foundations. Efforts at diversifying
funding sources have also begun to pay
off with growing levels of operating
revenue now coming from event
sponsorship, conference registration
fees, program services and contributions
from individual donors, the newest area
of fundraising for SeaWeb.
SeaWeb continued to maximize efficiencies
and exercise spending discipline, while
holding down management and general
expenses and fundraising costs. As a result,
89 percent of total spending is directed
at SeaWeb’s global communications and
ocean conservation programs.
As we reflect on the many challenges and
opportunities facing our ocean, SeaWeb
is grateful to be driving the development
of solutions on many levels. We would
like to thank our many donors and
partners who support the science of
communications and share our goal of
fundamentally shifting the way people
interact with the ocean. We are sincerely
grateful for your generous support.
SeaWeb’s June 30, 2011 audited financial
statements, which reflect an unqualified
opinion, are available by writing to the
Silver Spring, Maryland office.
Expenses FY 2011
Media and Policy Strategy SeaWeb Communications
Asia Pacific
Coral Social Marketing Campaigns
Too Precious to Wear
Marine Photobank
$424,779
$376,343
$112,050
$56,263
$66,522
Management and General
Organizational
Effectiveness &
Operations
7.9%
Fundraising
3.2%
6.8%
Media and
Policy
Strategy
$1,035,957
Science Initiatives
Science Communications
$359,773
Ecosystem Based Management
$62,739
KidSafe Seafood Initiative
$29,999
23.3%
$452,511
Strategic Partnerships
COMPASS$110,046
Sustainable Markets
Seafood Choices
$2,052,485
Organizational Effectiveness
and Operations
Philanthropic Awareness Initiative
$225,000
The Last Ocean
$77,385
Science
Initiatives
Sustainable
Markets
46.2%
Strategic
Partnerships
10.2%
2.5%
$302,385
Management and General
Program Support Services
$351,090
Fundraising
TOTAL EXPENSES FY 2011
$142,373
$ 4,446,847
Contributions & Grants
70.9%
Program Fees
for Services
24.4%
Support and Revenue FY 2010
Contributions and Grants
$1,757,950
Program Fees for Services
$605,762
Other$114,706
Net Assets Released from Restrictions
$1,806,188
Applied Unrestricted Net Assets$162,241
Total Support and Revenue
$4,446,847
Other
4.6%
SeaWeb | Annual Report 2011
Financial Report | 17
Thank you, SeaWeb Supporters!
The stories of success and transformation of behaviors that are included in this Annual Report would not have been possible
without the generous support of the contributors listed below. SeaWeb wishes to acknowledge the variety of ways in which its
supporters work together to achieve a healthy ocean!
Organizational Supporters
Anonymous
Agua Fund
Amazon.com, Inc.
The Keith Campbell Foundation for
the Environment
Roy Disney Family Foundation
EarthFlag.net
Esmée Fairbairn Foundation
GoodSearch/GoodShop
The Henry Foundation
The John D. and Catherine T.
MacArthur Foundation
Gordon and Betty Moore Foundation
The Curtis and Edith Munson Foundation
National Fish and Wildlife Foundation
National Marine Sanctuary Foundation
National Oceanic and Atmospheric
Administration
The Nature Conservancy
Oak Foundation
The Ocean Foundation
Organic Bouquet
Pacific Life Foundation
The David & Lucile Packard Foundation
Participant Media
The Pew Charitable Trusts
The Tiffany & Co. Foundation
Walton Family Foundation
Daniel Hildreth
Bruce Hill
Marida Hines
Aleta Hohn
Kim Hoover and Lynn Hackney
Ben and Giselle Huberman
Randi Jacobs
Alan and Annabelle Jones
Harold Kossler
Greg and Barbara MacGillivray
Meghan MacGillivray
Kumar Mahadevan
John Marra
Dawn M. Martin
Keith Meeks
Robert and Laurel Mendolsohn
Monserrat Miller
Robert Mohl
Ted Morton
John and Nancy Ogden
Tim O’Shea
Julie Packard
Laura Petes
Carlos Picone
Bruce Potter
Nora Pouillon
Jack and Mary Reaugh
Mitchell and Mary Ellen Reese
Brian Riddell
Julia Roberson
Callum Roberts
Fiona Robinson
Leta Rosetree
John Sackton
George and Martha Sawyer
Jennifer Scott
Rita and Bernie Segerman
Simon and Nancy Sidamon-Eristoff
Steve Soltz
Bill Staby
Louise Stephens
Janet von Sternberg
Gary and Rebecca Stevens
Bob Trumble
Laura Wagner
William Warburton
Henry A. Waxman
Steve Wolk and Fran Rothstein
Helene York
Individual Supporters
Paul Armstrong
John Anderson Barnett
Adam Baske
John Battendieri
Paul and Diane Bieri
Charles and Barbara Boehne
Alton and Cynthia Boyer
Bernei Burgunder
Leonard and Fran Burka
Samantha Campbell
Leland and Lily Chou
Ruth and Dick Conant
James Cooper
Diane Cornell and Margaret Flinner
Suzanne Cornell
Jes Cornette
Elsa Corrigan and Lauren Hickey
Steve Desposito and Becky Marshall
TJ and Linda Dieveney
Albert Dobbins
Tom Dykstra
Mary Jane Engelsma
Lois and Dick England
Harold and Arlene Finger
David Fluharty
Bobby and Alan Fried
Christine Gasparich
Christina Gattuso
Julius and Leah Goldfinger
Sylvia Gottwald
Nicholas and Pier Haffenreffer
Scot and Lissa Harvey
18
| Supporters
In-Kind Supporters
Arnold & Porter, LLP
Lindblad Expeditions
Microsoft
National Geographic Society
NativeEnergy
Ogilvy PR Worldwide
Project AWARE Foundation
Restaurant Nora
Bob Talbot and The LegaSea Project
John Weller and The Last Ocean Project
SeaWeb | Annual Report 2011
Seafood Summit Sponsors
AgriMarine
Albion Fisheries Ltd.
Blue Water Cafe and Raw Bar
C Restaurant
Commercial Fishermen of America
Darden Restaurants
Fanny Bay Oysters
Fisheries and Oceans Canada (DFO)
Global FISH Alliance
High Liner Foods, Inc.
IntraFish Media
Jeremy Brown
Kambolis Restaurant Group
Marine Stewardship Council
Gordon and Betty Moore Foundation
Naikun Wind Energy Group Inc.
National Marine Sanctuary Foundation
National Oceanic and Atmospheric
Administration
Oak Foundation
Overwaitea Food Group
The David & Lucile Packard
Foundation
Pike’s Place Brewery
SeaChoice
Skretting
Taylor Shellfish Farms
Trace Register
Vancouver Aquarium
Walton Family Foundation
WWF
Volunteers
Rohit Bhargava
Michael Briggs
Dr. Bryan Callahan
James Cooper
Christelle Couturier
Agnes D’Castro
D.C. Cymbalista
Benjamin De Mers
Radu Dumitrascu
Sabine Falk
SeaWeb | Annual Report 2011
June Fezie
Julius Goldfinger
Wolcott Henry
Kim Hoover
Randi Jacobs
Shirley Jacobs
Tiffany Leite
Andrea Leontiou
Alena Rosen
Sionne C. Rosenfeld
Beth Ruoff
George and Martha Sawyer
Jennifer Scott
Caroline Spruill
Bob Talbot
Katie Thatcher
Janet Thomas
Cindy Yeast
Henry Waxman
Steve Wolk and Fran Rothstein
Supporters | 19
A special thank you to –
The Curtis and Edith Munson Foundation
The Curtis and Edith Munson Foundation has been investing in efforts to enhance marine
resource conservation and management for the past 25 years. For more than 13 years, SeaWeb
has been a fortunate recipient of the Foundation’s generosity. The Munson Foundation is guided
by the visionary and strategic leadership of photographer Wolcott Henry, President and Chair.
We are honored that the Foundation has identified SeaWeb’s work as important to its mission.
The Foundation has supported SeaWeb’s core communications initiatives, including our
signature Marine Photobank and social marketing campaigns. The Marine Photobank was
founded in 2001 to meet the need for high quality and compelling ocean conservation photos
that highlight both beauty and threats in the ocean ecosystem. Inspiration for the Marine
Photobank originated with Wolcott Henry, who has witnessed firsthand the destruction of the
marine ecosystem and has generously shared his images with the public and non-profit sectors.
Members from all over the world have joined the Photobank to download its striking images
or contribute photographs. Researchers, educators, activists, agency personnel and the general
public herald the Photobank as a great resource. SeaWeb sincerely appreciates the Munson
Foundation’s effective investment in and commitment to promoting ocean conservation.
Shirley Jacobs
Shirley is a true friend to SeaWeb and an effective ambassador for the ocean. She developed a
deep love for the sea while beachcombing in Atlantic City, New Jersey as a teenager. Shirley
has become more involved with SeaWeb’s mission this past year since learning about how the
ocean has changed since her days as a teen in New Jersey. She is committed to leaving the ocean
healthier for the next generation and has been a tireless advocate of SeaWeb’s initiatives. After
attending a SeaWeb event, Shirley was soon hosting her own SeaWeb events and inspired our
organization to establish its volunteer Fundraising Advisory Committee. We truly admire and
appreciate Shirley’s dedication to SeaWeb’s mission, her effective communication skills and,
above all, her enthusiasm about improving ocean health.
High Liner Foods, Inc.
Seafood industry leader High Liner Foods, Inc. is a shining example of a company that
embraces SeaWeb’s philosophy with regard to sustainable seafood practices. After participating
in past Seafood Summit events, High Liner Foods became Principal Sponsor of SeaWeb’s 9th
International Seafood Summit, further highlighting its dedication to a healthier, sustainable
ocean. High Liner Foods stands out from other seafood businesses with its policies of not
purchasing raw materials from unregulated and illegal fisheries and aquaculture operations,
as well as working to provide full traceability for all of its seafood products. Henry Demone,
President and CEO of High Liner Foods, Inc. and Bill DiMento, Director of Sustainability, have
been working hand in hand with SeaWeb to promote the long-term viability of natural resources,
while encouraging responsible and ethical business practices. SeaWeb sincerely appreciates
the opportunity to collaborate with companies like High Liner Foods, Inc. who know that
sustainable and responsible practices are good for business and the ocean.
20
SeaWeb | Annual Report 2011
www.seaweb.org
Pacific Ocean Offices
San Francisco, CA, U.S.A.
75 Broadway | Suite 203
San Francisco, CA 94111
P: 415.913.7224
Honolulu, HI, U.S.A.
923 Nu’uanu Avenue
Honolulu, HI 96816
P: 808.744.7075
Port Moresby, Papua New Guinea
P.O Box 4414
Boroko, NCD 111
Papua New Guinea
P: 675.340.5051
Suva, Fiji
15 Ma’afu Street
Private Mail Box
Suva, Fiji
P: 679.3319084, ext. 21
Atlantic Ocean Offices
Washington, D.C., U.S.A.
8401 Colesville Road | Suite 500
Silver Spring, MD 20910
P: 301.495.9570
Photo Credits
Front Cover: Sea turtle hatchling—Lisa Morse/Marine Photobank; Divers with earth flag—SeaWeb; Diver
and coral—Colin Zylka/Marine Photobank; Beach cleanup—Renata Ferrari Legorreta/Marine Photobank;
Children at touch tank—Jennifer Wolf/Marine Photobank.
Bigeye Trevally spawning—Octavio Aburto-Oropeza/Marine Photobank; Dawn Martin—SeaWeb;
Beach—Shutterstock; Diver and whale shark—© Andre Seale/Marine Photobank; Manus Community
Educators Network workshop—Sheila Sarhangi; Man walking to SeaWeb training—Sheila Sarhangi; Sea
Series journalists—Sheila Sarhangi; Children with plant—Sheila Sarhangi; Seafood Champions trophy—
SeaWeb; Seafood Champion Dune Lankard—SeaWeb; Fisherman and pot—David Linkie; Fish & Chips
Award Winners—Emily Howgate; Ceremonial boat ride—Sheila Sarhangi; Mangrove shoot, backhoe—
Matthew D Potenski, MDP Photography/Marine Photobank; Sunfish trapped in net—Alessio Viora/
Marine Photobank; Gannet seabird—Lucy Kemp/Marine Photobank; Diver and lionfish—George
Cathcart/Marine Photobank; Diver and sperm whale—Peter G. Allinson, M.D. 2009/Marine Photobank;
Sea turtle and remoras—Danny Bergeron/Marine Photobank; Shark with hook in mouth—© 2010
Terry Goss, Terry Goss Photography USA/Marine Photobank; Girl with earth flag—Dawn Martin;
Seafood Summit 2011 Opening Ceremony—Devin Harvey; Fisherman with scallop—Jackie Marks; Seattle
boats—Jackie Marks; Chefs—SeaWeb; Olivier Roellinger, Maria Damanaki and Chef Peter Weeden meet
in Brussels—Elisabeth Vallet; Tahitian Pearl and Sapphires Ring—Kimberlin Brown Jewelry; Dolphins,
—Alana Yurkanin/Marine Photobank; Divers and whale shark—Alessio Viora/Marine Photobank; Shirley
Jacobs—Marida Hines; School of porkfish—Octavio Aburto-Oropeza/Marine Photobank.
Paris, France
51, rue le Peletier
75009 Paris, France
P: 33.1.73.02.50.63
London, England
32-36 Loman Street
London SE1 0EH
United Kingdom
P: 44.207.922.7780
Back Cover: Diver and grouper—Jiangang Luo/Marine Photobank; Children cleaning beach—Green Fins
Association, Thailand/Marine Photobank; Sea turtle—Projeto Tamar Brazil/Marine Photobank; Children,
Asia Pacific—Sheila Sarhangi; Young chef showing seafood—SeaWeb; Sea turtle hatchling—Lisa Morse/
Marine Photobank.
Printed on Recycled paper.
[email protected]
1.888.4.SEAWEB (1.888.473.2932)
2011
Annual
8401 Colesville Road
Suite 500
Silver Spring, MD 20910
Report
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USA
A journey of a thousand miles
begins with a single step.
CONNECTIONS