Seafood for the Future (SFF) is a non-profit seafood advisory and promotion program of the Aquarium of the Pacific. SFF’s mission is simply to ensure that more sustainable seafood is offered in restaurants and markets in Southern California. We’re building a network of businesses – restaurants, distributors, and producers – that are committed to providing better seafood choices from well-managed fisheries or farms.
At the heart of the program are the marketing resources of the Aquarium of the Pacific. SFF recognizes that the supply and demand for seafood can be influenced through incentives, marketing, and providing rewards for adopting better practices. Partners at every step of the supply chain have a chance to be featured at our events, festivals, dinners, and in our literature. Their business ultimately increases as more consumers look for great food from environmentally conscious businesses.
Consumers receive a complimentary Aquarium ticket from their server every time they choose a sustainable seafood entrée endorsed by SFF. This incentive allows consumers who may not be interested in environmental issues to become engaged. They have an opportunity to learn about ocean stewardship at the Aquarium and become part of our community of concerned citizens and seafood lovers.
Creating the market incentives for participation enables SFF to do two things: to create real change in the marketplace, and establish metrics to track the effectiveness of SFF and market-driven programs like it. Although the focus of SFF is from San Diego to Santa Barbara, we hope that program’s strategy can be exported to other parts of the country.
