November 26, 2020

BioMar develops Sustainable Nutrition campaign

BioMar has recently developed its Sustainable Nutrition to inform consumers how their food choices can make a difference.

The campaign can be accessed via www.supportyourplanet.com.

"Fish have a great sustainable protein story, one that will inspire people to eat more seafood not only for their own health but for the health of our planet. Everyone operating in the seafood industry can relate to this campaign", said Katherine Bryar, global head of marketing and branding at BioMar Group.

A recent research conducted this year by Global Scan and MSC showed that 71% of consumers want to reduce their environmental footprint and 45% are concerned about their impact on the planet. These sentiments provide an impetus for BioMar's campaign.

"With this type of behavioural-change marketing, it is important to maintain positive messaging when telling your story and avoid demonising others", said Bryar.

BioMar has shared the concept with several seafood industry bodies and there is interest to take it directly to consumers.

A Sustainable Nutrition taskforce - with representatives from Global Salmon Initiative, Chilean Salmon Marketing Council, British Trout Association, Norwegian Seafood Federation and Scottish Salmon Producers Organisation - has also been formed. Members of the taskforce will combine their expertise and resources to design a marketing and media strategy.

The taskforce hopes to launch the campaign to consumers in key markets in the second quarter of 2021.

"For BioMar, it is important that we support our customers and if this helps create a positive environmental image around seafood and increases consumption, it's a win-win scenario for us as we are solely dedicated to the sustainable future of the aquaculture industry," said Carlos Diaz, CEO of BioMar Group.

- BioMar