Go off the Hook - Process book

Page 1

GO OFF THE HOOK

MFA Thesis by Nandita Rajan


GO OFF THE HOOK Thesis Project MFA Graphic Design 2017 Nandita Rajan // 041023 Academy of Art University THESIS ADVISORS Phil Hamlett Carolina de Bartolo Anthony Jagoda No portion of this book, except for brief review, may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photo-copying, recording, or otherwise with-out the written permission of the publisher. All rights reserved


I would like to thank my teachers at the Academy of Art University who helped me learn and push myself, John Nettleton, Andrew Loesel, Hunter Wimmer, Alexandra Rollo, Bob Slote, David Hake, Kathrin Blatter and Frank Pietronigro. A special thank you to my thesis advisors Phillip Hamlett, Carolina De Bartolo and Anthony Jagoda. My family and friends who’ve stood by my side and always encouraged me to never give up.


Contents


01. Introduction................................. 06 02. Initial Research.............................28 03. Strategies...................................... 72 04. Visual System............................... 112 05. Development................................ 132 06. Go off the Hook........................... 188



01.


Go off the Hook

Promoting Sustainable Fish Consumption

Background

What is Overfishing? Why is it a threat? Overfishing occurs when more fish are caught than the population can replace through natural reproduction. Gathering as many fish as possible may seem like a profitable practice, but overfishing has serious consequences. The results not only affect the balance of life in the oceans, but also the social and economic well-being of the coastal communities who depend on fish for their way of life. Billions of people rely on fish for protein, and

Target fishing of top predators, such as

fishing is the principal livelihood for millions

tuna and groupers, is changing marine

of people around the world. For centuries,

communities, which lead to an abundance of

our seas and oceans have been considered a

smaller marine species, such as sardines and

limitless bounty of food. However, increasing

anchovies. Many fishers are aware of the need

fishing efforts over the last 50 years as well

to safeguard fish populations and the marine

as unsustainable fishing practices are pushing

environment, however illegal fishing and

many fish stocks to the point of collapse.

other regulatory problems still exist. WWF

More than 85 percent of the world’s fisheries have been pushed to or beyond their biological limits and are in need of strict management plans to restore them. Several important

works with stakeholders to reform fisheries management globally, focusing on sustainable practices that conserve ecosystems, but also sustain livelihoods and ensure food security.

commercial fish populations (such as Atlantic bluefin tuna) have declined to the point where their survival as a species is threatened.

Fishing vessels wage war on the oceans Modern fishing ships use technologically advanced fish-finding sonar that can find a school of fish with almost military precision. Once the fish are caught, the ship is used as a floating factory, with on board processing and packing plants, preservation systems, and huge engines that allow the ship to drag their enormous nets through the ocean.

8


Chapter 01 | Introduction

MFA Thesis Process Book

9



We are losing species as well as entire ecosystems, causing the ecological unity to be at risk.


Go off the Hook

Promoting Sustainable Fish Consumption

The Problem

Why is it Relevant in Today’s Fast Paced Wold? To explain why overfishing is a problem we

sea birds, and non commercially viable fish

first have to get an idea on the scale of the

species in the web of marine biodiversity are

problem. Here are some figures published by

overexploited, killed as bycatch and discarded,

the UN Food and Agriculture Organization

and threatened by the industrialized fisheries.

52% of fish stocks are fully exploited, 20% are moderately exploited, 17% are overexploited, 7% are depleted, 1% is recovering from depletion. We are losing species as well as entire ecosystems. As a result the overall ecological unity of our oceans are under stress and at risk of collapse. We are in risk of losing a valuable food source many depend upon for social, economical or dietary reasons. The single best example of the ecological and economical dangers of overfishing is found in Newfoundland, Canada. In 1992 the once thriving cod fishing industry came to a

Less Awareness Stores listen to consumers, when a store that wants to be seen as an environmentally responsible company realizes that sustainable purchases matter, they tend to communicate that to their distributors in the way that matters: economically. Decreased Food Security Coastal communities around the world depend on fish as their primary source of protein. Overfishing threatens their long-term food security, particularly in developing countries.

sudden and full stop when at the start of the

Economic Loss

fishing season no cod appeared. Overfishing

Fishing is integral to economies around the

allowed by decades of fisheries mismanage-

world. Overfishing threatens coastal nations

ment was the main cause for this disaster that

down to the local level, devastating communi-

resulted in almost 40.000 people losing their

ties whose chief source of labor and revenue

livelihood and an ecosystem in complete state

hinges on healthy, plentiful stocks of fish.

of decay. Now, fifteen years after the collapse, many fishermen are still waiting for the cod to return and communities still haven’t recovered from the sudden removal of the regions single most important economical driver. Fishing down the Food Web It’s not only the fish that is affected by fishing. As we are fishing down the food web 3 the increasing effort needed to catch something of commercial value marine mammals, sharks,

12


Chapter 01 | Introduction

MFA Thesis Process Book

13


Go off the Hook

14

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

Marine Life Imbalance

activities has long been a problem in the fish-

Targeted fishing of top predators (such as

ing industry. Current rules and regulations

billfish, sharks and tuna) eventually disrupts

are not strong enough to limit fishing capacity

marine communities, causing increased

to a sustainable level. This is particularly

abundance of smaller marine animals at the

the case for the high seas, where there are

bottom of the food chain. This in turn has

few international fishing regulations, and

impacts on the rest of the marine ecosystem,

those that exist are not always implemented

such as the increased growth of algae and

or enforced. Many fisheries management

threats to coral reef health. Overfishing is also

bodies are not able to adequately incorporate

closely tied to bycatch, another serious marine

scientific advice on fish quotas, and customs

threat that causes the needless loss of billions

agencies and retailers cannot always ensure

of fish, marine turtles and cetaceans.

that the fish entering their country is caught

Illegal Fishing

legally and in a sustainable way.

One key dimension of the overfishing crisis is

Lack of Protected Areas

illegal, unregulated, and unreported fishing.

Just 1.6% of the world’s oceans have been

It occurs across all types of fisheries, within

declared as marine protected areas (MPAs),

national and international waters, and small

and 90% of existing MPAs are open to

scale to large industrialized operations.

fishing. MPAs are important because they

Illegal fishing accounts for an estimated 20%

protect habitats such as coral reefs from

of the world’s catch and as much as 50% in

destructive fishing practices. No-take zones

some fisheries. The costs of illegal fishing

allow depleted fish populations to recover and

are significant, with the value of pirate fish

provide refuge for endangered species such as

products estimated at between $10-23.5

marine turtles. Protected areas allow stressed

billion annually.

reefs the ability to recover from climate

Open Access Fisheries A main problem of overfishing is the “open access” nature of fisheries. Because there are few property rights there is a lack of incentive

change impacts, such as bleaching. These benefits translate to improved food security for people who rely on the ocean for their daily sustenance and livelihoods.

for fishermen to leave fish in the water. Poor Fisheries Management A lack of management oversight, government regulations, and traceability of fishing

15


“The ocean is like a checking account where everybody withdraws but nobody makes a deposit. This is what’s happening because of overfishing.” —Enric Sala, Marine Ecologist



Go off the Hook

18

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

The Big Picture

World’s Stock of Seafood will have Collapsed by 2040 Unless humans act now, seafood may disap-

Every species matters when it comes to the

pear by 2048, concludes the lead author of a

ocean’s ability to repair itself, says the study,

new study that paints a grim picture for ocean

published in this week’s Science magazine.

and human health. According to the study,

Every year a higher percentage of the

the loss of ocean biodiversity is accelerating,

currently fished stocks has collapsed. We are

and 29 percent of the seafood species humans

losing it piece by piece.

consume have already crashed. If the longterm trend continues, in 30 years there will be little or no seafood available for sustainable harvest. The increasing pace of diversity loss thus imperils the “ecosystems services” that many human populations depend on for survival, the study says. The research also found that biodiversity loss is tightly linked to declining water quality, harmful algal blooms, ocean dead zones, fish kills, and coastal flooding. A four-year study of 7,800 marine species around the world’s

The scientists found that in 12 regions, which include the Wadden Sea, the shallow part of the North Sea, 38 per cent of exploited marine species of all kinds, including birds, had collapsed in the past 1,000 years while seven per cent was extinct. Some 29 per cent had collapsed since 1950. As wild fish stocks decline, farmed fish is expected to take over. Some 43 per cent of fish consumed is already farmed, says the UN Food and Agriculture Organization.

ecosystems has concluded that the long-term

But it warned that fish farming would

trend is clear and predictable.

struggle to maintain even present levels

The study, by an international group of ecologists and economists, says the loss of biodiversity impairs the ability of oceans to

of production because the small wild fish that are fed to farmed species are being over-fished.

feed the world’s growing human population — expected to rise by 50 per cent to nine billion in 2050. Over-fishing also sabotages the stability of marine environments, profoundly reducing the ocean’s ability to produce seafood, resist diseases, filter pollutants and rebound from stresses such as climate change.

19


Go off the Hook

Promoting Sustainable Fish Consumption

The world must do more to sustainably

If such a management system is enforced, an

manage fishing if we’re to address increasing

additional 35 million metric tons of fish could

global demand for protein in the coming

be caught sustainably in 2050. Responsible

decades. If the situation doesn’t improve,

aquaculture could provide even more to help

millions of people may no longer be able to

fill the demand.

afford fish by 2050, particularly those in developing coastal countries.

The best way to protect the long-term food and economic security that the ocean provides

More than 3 billion people get at least 20%

is for all fishing to be done sustainably. That’s

of their animal protein from fish. On top of

why WWF is working on the ground with

that, roughly 500 million people depend on

fishermen, advocating for better policy, and

the fishing industry for work and a pay check.

helping the marketplace use its power to

Still, the United Nations Food and Agriculture

promote ocean conservation priorities.

Organization tells us that 90 percent of assessed wild fish populations cannot handle the pressure of additional fishing and for about a third of that, fishing actually needs to be substantially reduced. What does that mean as the Global Population Continues to Rise? The world will be able to catch an additional 10 million metric tons of fish in 2050 if management stays as effective as it is today, says the report. But increasing catches without significantly improving management risks the health of predator species and could destabilize entire ecosystems.

Accelerating declines The squid fishery in Mexico is sustainable now, largely because of the traditional use of hand lines. Overfishing led to the depletion of California’s rockfish populations, which are

There is only one way to increase global catch

now returning thanks to stringent protection

quantities that are relevant, sustainable and

by the state. One pressing question for

meet growing demand and that is to improve fishery management significantly worldwide.

managers is whether losses can be reversed, the authors said. If species have not been pushed too far down, recovery can be fast,

Ecological impacts must be considered far

they found, adding that there is also a point

more than has been the case to date.

of no return where recovery is unlikely, as in

20

the case of the northern Atlantic cod.


Chapter 01 | Introduction

MFA Thesis Process Book

21



Will people care enough to change? To choose sustainable seafood? To make the effort?


Go off the Hook

Promoting Sustainable Fish Consumption

The Solution

What are the Design Opportunities ? There are many organizations that are helping and tackling the issues of overfishing. But consumers are still unaware of sustainable fish and fish products or how to cook them. We rarely speak up for sustainable fish at restaurants or grocery stores. My objective is to create awareness about

The marine stewardship council works with

the ramifications of overfishing and the

partners to transform the world’s seafood

importance of choosing sustainable seafood.

and fish oil markets by promoting sustainable

Through this thesis project I aim to help

fishing practices to customers. By certifying

consumers chose sustainable seafood making

products, the customers will prioritize these

it easier to identify and cook. I hope to

sustainable products. Whole Foods or Safeway

promote sustainable fish consumption by

one of the largest grocery store chains turns

providing “Fish of the Month Club” a monthly

around ad picks up only sustainable seafood

subscription service for sustainable fish. A

options and products this will have a direct

cookbook of nutritious, delicious, sustainable

impact on what happens to the oceans. You

fish recipes to make it easier for the consumer

are directly impacting the fishing because you

to cook different fish options. A campaign to

are choosing more sustainable products.

allow restaurants to certify themselves and serve more sustainable fish options. Consumer Link

It’s true that better-farmed and better-caught fish and shellfish cost a bit more. But in an era when we’re starting to understand the ocean’s limitations, no one should feel self-conscious about serving or accepting smaller portions. The more care we show enjoying the sea’s

Tuna from the Spanish Purse Seiner

resources, the more the sea will continue to

Fishing should be banned in the high seas,

reward us with its bounty. There are tens of

which represent 64 per cent of the world’s oceans just to protect and enhance its role as

thousands of sustainable fish products such as

a carbon sponge, he said. But that is just one

fish oils and tablets available in 100 countries

of 14 other valuable services the high seas

to choose from.

provide humanity according their study, The High Seas And Us: Understanding The Value Of High Seas Ecosystems.

24


Chapter 01 | Introduction

MFA Thesis Process Book

25


Go off the Hook

26

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

27


02.



Go off the Hook

Promoting Sustainable Fish Consumption

Early Research

Socratic Questions for Critical Evaluation Socratic Questions

Questions for Clarification

The Socratic method is a popular form of

1. What do you mean for overfishing?

inquiry and a useful tool for critical evalu-

2. What is your opinion/main point?

ation. Originally a means of philosophical

3. Why is overfishing a problem?

inquiry, it is often applied to the examination

4. Why is overfishing a problem for everyone?

of moral concepts — and, in art school, to

5. Can there be more of an explanation?

questions of aesthetics. Creating a threaded

6. When did overfishing become a problem?

dialog of questions (only questions) along a

7. Why aren’t fisheries sustainable?

specific path related to what we hope to learn

8. What’s the solution?

about the topic. Questions for clarification

9. Can we stop it?

- Questions that probe assumptions

10. How much fish is being wasted?

- Questions that probe reasons and evidence

Questions that Probe Assumption

- Questions about viewpoints and perspectives

1. What is my opinion?

- Questions that probe implications and

2. Is overfishing an assumption?

consequences

3. What could others assume?

- Questions about the question

4. Why is it considered an assumption?

This lab pushed us to question our topics and uncover answers. It helped me use Socratic questioning. The goal was to gain deeper insights on my topic. After doing a lot of research and finding resources for my topic, I was able to question my topic for further investigation. Each question led me to uncover insights about my topic. After writing about 70 questions I was able to shortlist the 6 most important questions that were related to my topic. The Structure of the question had 6 major categories. These questions lead to deeper insights on my topic through further questions and answers.

5. Is there justification? 6. Are there any assumptions in the impacts for overfishing? 7. Why is it happening? 8. What is being targeted? 9. Are reefs being exploited? Questions that Probe Reasons & Evidence

1. What do we eat? 2. Where can you find answers? 3. Can we stop it? 4. What is the evidence/science? 5. What information do you need? 6. Is there a reason to doubt the evidence? 7. Is that good reason to believe in? 8. Could anything change your mind? 9. Are these reason enough? 10. What led to this?

30


Chapter 02 | Initial Research

MFA Thesis Process Book

31


Go off the Hook

32

Promoting Sustainable Fish Consumption


Chapter 02 | Initial Research

MFA Thesis Process Book

Questions about Viewpoints & Perspectives

Questions about the Questions

1. Why from this perspective?

1. Will these questions lead to assumptions?

2. Why would others be involved?

2. Would you put them differently?

3. How many people depend on fish as a

3. Is it clear?

source of protein?

4. Is it easy?

4. Is it a big issue?

5. How can we find answers?

5. Do fishermen realize what they are doing?

6. Does the questions lead to another issue?

6. Does the government help?

7. Why is it important?

7. What does it imply?

8. Why do you feel this way?

8. What effect would it have?

9. Where does this issue stem from?

9. Are the impacts assumptions?

10. Has it been influenced by the media?

Questions that Probe Implications & Consequences

1. What are you implying? 2. What are the effects? 3. Would it happen? Or is it a probability? 4. Is there an alternative? 5. What else of the effects are true? 6. Consequences of overfishing? 7. Impacts of overfishing? 8. Scientific proof available?

33


Go off the Hook

34

Promoting Sustainable Fish Consumption


Chapter 02 | Initial Research

MFA Thesis Process Book

35


“All the human and animal manure which the world wastes, if returned to the land, instead of being thrown into the sea, would suffice to nourish the world.” —Victor Hugo, Author



Go off the Hook

38

Promoting Sustainable Fish Consumption


Chapter 02 | Initial Research

MFA Thesis Process Book

Mind Maps

Creating Connections and Researching Impact Areas Mind maps helped research various areas of the project that could lead to a design solution. The areas where grouped into Environment, Political, Cultural, Economic, Personal and Social Impact. The end result was document into a set of cards that were very helpful. Mind Maps

This lab project helped me tackle issues of

As people, we tend to think of things in a

complexity. It helped look for interconnec-

compartmentalized way. As designers, we

tions and connections that all impact the

need to be open to the possibility that the

world in the overall affairs. The mind map

world around us is interconnected. Finding

helped in putting all my thoughts together

these new connections is where true insights

in one place before I started making the

lie. We find new connections within the world

connections which led me to uncover the

at large as it relates to your topic — and then

various things that future impact our world.

begin to explore the relevance of these new

The goal was to find new connections and

areas conceptually and visually.

then begin exploring the relevance of these

This will help you see the interconnectedness of all things and thus the impact of your work in the overall affairs of the world. The

new areas conceptually and visually. There were a total of 6 categories to start with that helped narrow down the research.

important thing to keep in mind here is that the end result of Part 01 of this lab should not be a list — it should be a connected whole in which there are lines drawn (literally) between elements that might otherwise be considered independent. It should fit into these categories listed below. 1. Environmental Impact 2. Economic Impact 3. Political Impact 4. Cultural Impact 5. Personal Impact

39


Go off the Hook

40

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

41


Is creating awareness enough? Is that the only solution?



Go off the Hook

Promoting Sustainable Fish Consumption

Creating Imagery Researching Connections and Impact Areas Creating Meaningful Imagery

Let your favorite businesses know that

Imagery is an essential part of design.

ocean-friendly seafood’s on your shopping

Designers are not only charged with the

list. These companies in your community play

creation of great looking images, but images

a crucial role in the conservation of ocean

that can provide enhanced understanding and

resources and they listen to their customers.

meaning to a topic. Great images can come

Ask them to support sustainable seafood and

in many forms. Good contrast, lighting, and

start making a difference today!

composition are essential to good images.

Economy

However, the content of the image is equally

Fishing is integral to economies around

as important. Images that are expected or

the world. Overfishing threatens coastal

cliché can turn a good idea into a boring idea

nations down to the local level, devastating

very quickly. Thus, when you are sourcing or

communities whose chief source of labor and

creating imagery, you want to think about the

revenue hinges on healthy, plentiful stocks of

concept as well as the quality of the image.

fish. All the economic impacts of fishing add

It is not a good idea to simply try to find or

up to $240 billion (US) annually.

create a photo that delivers the expected or already known. You want to source and create images that can enhance and deepen the meaning and concept of your work.

Responsibility

Choose seafood that’s fished or farmed in ways that have less impact on the environment. Make ocean-friendly choices when

Accordingly, you should try to stay away

you eat seafood. We all need to make better

from stock images and cliché images that feel

choices in what we consume and how we

staged, generic, and fake. Often, these images

produce and use energy.

(and ones like them) have been used so often that they feel plain and ordinary. They feel like they might have been used in any number of different types of design situations, and that is a bad thing. You want unique and focused images for your topic. Choice

The easiest and most important thing you can do is ask the question: “Do you serve sustainable seafood?”

44

Excessive

Over the past 100 years we’ve managed to out fish and mismanage many marine species, Fisheries should behave responsibly because they are major forces of ecological and evolutionary change.


Chapter 01 | Introduction

MFA Thesis Process Book

45


Go off the Hook

Promoting Sustainable Fish Consumption

Depletion

Trade

The global fishing fleet is 2-3 times larger

The Magnuson–Stevens Fishery Conservation

than what the oceans can sustainably support.

and Management Act was enacted to

As a result 53% of the world’s fisheries are

promote the U.S. fishing industry’s optimal

fully exploited, and 32% are overexploited,

exploitation of coastal fisheries by “consol-

depleted, or recovering from depletion, unless

idating control over territorial waters” and

this improves stocks of all species for food are

establishing eight regional councils to manage

predicted to collapse by 2048.

fish stocks. The act has been amended several

Acidification

Ocean acidification is the ongoing decrease in the pH of the Earth’s oceans, caused by the

times in response to continued overfishing of major stocks and protect essential fish habitats.

uptake of carbon dioxide from the atmo-

Endangered

sphere. The threat of acidification includes

More than 85 percent of the world’s fisheries

a decline in commercial fisheries and in the

have been pushed to or beyond their biological

Arctic tourism industry and economy.

limits and are in need of strict management

Destruction

According to marine ecologists, unsustainable fishing is the greatest threat to ocean ecosystems. The practice destroys the physical environments of marine life, and distorts the entire food chain in the oceans. If the food chain breaks, the consequences will ripple up and down to all the living organisms that are in the chain. Consumerism

Billions of people rely on fish for protein, and fishing is the principal livelihood for millions of people around the world. For centuries, our seas and oceans have been considered a limitless bounty of food. Fish consumption has risen from an annual average of 22 pounds per person in the 1960s to nearly double that in 2012.

46

plans to restore them. Several important commercial fish populations (such as Atlantic bluefin tuna) have declined to the point where their survival as a species is threatened. In the simplest terms, overfishing is a non-sustainable use of the oceans, triggered by catching too much of a particular type of fish, which leads to an overall degradation of the system. Replenish

Overfishing occurs when more fish are caught than the population can replace through natural reproduction. Leaving the fish population unable to replenish themselves against the growing demand for fish. The results not only affect the balance of life in the oceans, but also the social and economic well-being of the coastal communities who depend on fish for their way of life.


Chapter 02 | Initial Research

MFA Thesis Process Book

Unsustainable

Imbalance

Unsustainable fishing endangers species and

In the long-term, overfishing can have a

their habitats. Unsustainable fishing methods

devastating impact on ocean communities: it

are ways of catching wild fish that are not

removes key players from food webs, destroys

considered sustainable in the long term. This

the natural habitats of many aquatic species

could be because they threaten the fish stock

and initiates a cascade of effects. Removing

itself by overfishing, or because they threaten

a top predator leads to an overabundance

the environment the fish need to thrive.

of their smaller prey, like sardines and

Dynamite fishing, electro-fishing, or fishing

anchovies, this causes changes throughout the

with poisons are examples of the latter, used

ecosystem as each species adjusts and impacts

in developing countries.

each other.

Diversity

Availability

Overfishing can have an adverse effect on marine biodiversity. Every single aquatic plant and animal has a role to play when it comes to balancing the ecology. In order to thrive, marine creatures require a certain kind of environment and nutrients, for which they may be dependent on other organisms. Overfishing can wreak havoc and destroy the environment and marine ecology and completely disrupt the food chain.

A new World Bank report estimates that in

Livelihood

2030, 62% of the seafood we eat will be farmraised to meet growing demand from regions such as Asia, where roughly 70% of fish will be consumed. China will produce 37% of the world’s fish, while consuming 38% of world’s food fish. By producing more seafood that is affordable and rich in nutrition, aquaculture can help improve food security and livelihoods for the world’s poorest.

Fishing for people across the globe is not just for recreation or as a source of food, it is their way of life and how they support themselves and their family. Unsustainable fishing practices and overfishing over the last few decades have pushed our oceans to the limit and now are on the verge of a collapse, thereby affecting the everyday way of life and source of income of those who depend on on this business as their income.

47


Go off the Hook

48

Promoting Sustainable Fish Consumption

By Catch

Choice

Depletion

Acidification

Imbalance

Diversity


Chapter 02 | Initial Research

MFA Thesis Process Book

Economy

Responsibility

Excessive

Destruction

Consumerism

Sport

Replenish

Availability

Unsustainable

49



“Sustainability, ensuring the future of life on Earth, is an infinite game, the endless expression of generosity on behalf of all.” —Paul Hawken, Environmentalist


Go off the Hook

Promoting Sustainable Fish Consumption

Consumer Research Audience Profiles and Initial Prototypes Understanding your audience will allow you to

This lab allowed us to explore the range of

find insights about their relationship to your

our audience spectrum. It led me to identify

topic, and it will allow you to think about the

and create archetypes for my audience. This

best ways to reach your audience with design.

lab helped in creating a set of 8 archetypes

By understanding your audience, you will

that are part of my audience spectrum. This

create directed and focused materials, writing,

helped me understand who they are, their

visuals and concepts.

demographic and ethnographic details, their

What does it take to really know a person? What is their marital status? Do they have kids? Where did they grow up? Do they have

preferences and their perspective. It also allowed me to pick out which what defined them and set them apart.

any pets? What kind of car do they drive? If

I would like to focus on teenagers and young

they didn’t have their current job, what would

adults, and educate them about the issues and

they want to be doing for a living? What is

consequences of overfishing. Secondly,

their idea of a “hero”? Which people do they

I would like to educate parents about picking

admire? Remember, you want to think about

sustainable options at grocery stores and

who is connected or related to your topic.

restaurants that offer them.

What are their perspectives on your topic? What do they care about in relation to your topic? What would they say about your topic?

52


Chapter 01 | Introduction

MFA Thesis Process Book

53


Go off the Hook

Promoting Sustainable Fish Consumption

The Soccer Mom, Elizabeth Stanley 42

Elizabeth is a stay at home mom looking after her husband and kids. She prides herself in

+ She is a middle-class suburban woman. + She is a stay at home mother.

being an amazing cook and loves making

+ She balances her chores and driving around

healthy and fun homemade meals for her

her kids to all their activities.

kids. She makes sure she picks the best things for her kids be it clothing, food or toys. She has a busy schedule ahead of her everyday so she looks for different games and activities

+ She allows her kids to explore their imagination and take part in various extra curricular activities.

to keep her children occupied rather than

+ She only wants the best for her kids, so she

looking at digital things.

carefully picks out food and products.

She shops mainly in Safeway, Trade joe’s

+ She looks for different games and activities

and Costco. She tries shopping for a healthy

to keep her children occupied.

lifestyle and was unaware of the issues of overfishing. She would buy sustainable fish if it was the healthiest option for her kids. They do eat fish from restaurants and weren’t aware of fish options. She isn’t super tech savvy but she does use games for her kids to play. She uses public transportation and maps to get around the city.

54

+ The apps she mostly uses are Google Maps, Whatsapp, Facebook and a fitness app.


Chapter 02 | Initial Research

MFA Thesis Process Book

The Tree Hugger, Henry Altman 20

+ He is a student and works for non-profit

Henry is a student and an active environmen-

organizations.

tal advocate. He works really hard to organize rallies and events in his neighborhood and school. He is a vegan and goes to extreme

+ He balances being a student and participating in different environmental rallies

measures to promote sustainability. He is

+ From a young age he was an animal lover

young and enthusiastic and volunteers at local

and took care of many strays, his love for

non-profit organizations.

animals started here.

He leads an extremely healthy lifestyle and

+ He is a Vegan and tries promoting sustain-

works hard to be fit. He runs many marathons

able fish consumption.

to bring about awareness for animal cruelty. He believes that educating people about sustainable consumption will help save the environment. He believes in mindful consumption.

+ He has always been concerned about animal welfare + He works out frequently and leads an extremely healthy lifestyle

He shops in a local farmers market to promote sustainability and helps out with their sales. He tries really hard to convince people to buy locally sourced products.

55


Go off the Hook

Promoting Sustainable Fish Consumption

The Middle Aged, Matthew Webber 35

Matthew is a fun loving guy who loves sports. He used to play for his college team and is now working as a project manager in a corporate world. He is now stuck to working odd hours

+ Entering a new phase of his life. + Wants to start a healthier lifestyle after turning 35 he realizes his body isn’t as fit as he hoped it would be.

of the day and doesn’t have time for cooking

+ He is starting to have age related health

or exercise. After turning 30 he realized his

issues.

body cant handle his lifestyle and that he needed to adjust his lifestyle to be healthier. He decided to work harder to make time to exercise and make an effort to include more proteins to his diet. His trainer suggested

+ He is slowly starting to slow down his fast paced life.

+ He never has time to cook his own food and relies on eating outside.

that he cut down on his intake of beef and

+ He tries donating to charities if he comes

substitute it with fish which is what got him

something that fascinates him.

interested in sustainable fish consumption

+ He doesn’t care what he eats or where he eats. And has never understood the meaning of eating sustainabily or healthily.

56


Chapter 02 | Initial Research

MFA Thesis Process Book

The Green Activist, Lily Mark 26

+ She works actively as a volunteer for

Lily is a grad student who devotes her time

non-profit organizations.

to volunteer work to hopefully one day to save the planet. She makes sure recycling is practiced wherever she goes. She volunteers at her local aquarium and she has a fondness for whales. She loves going whale watching. She works at the aquarium educating people about sustainability over mindless consumption. Lily lives on a budget and looks out for

+ Has an appreciation for marine life. + Educated others about a sustainable future. + Works towards protecting and preserving the natural environment.

+ Has a strong sense of community + She lives on a budget

deals when it comes to shopping. She shops at Sprouts and Trader Joe’s as she finds it to be economically priced.

57


“Sustainability is the key to our survival on this planet and will also determine success on all levels.� —Shari Arison, Businesswoman



Go off the Hook

Promoting Sustainable Fish Consumption

A Social Event

A Small Gathering to Recieve Feedback and Opinions To prepare for the event, I did extensive research to be able to provide my guests with accurate information and get them to speed on the topic. I also made sure that I had everything ready for the event in terms of design and food to create a friendly environment for my guests. Direct Link to My Audience

The discussion went of smoothly and

To receive some insights on my topic I held

everyone had a lot to contribute to the topic,

an event on Sunday, April 3rd at Yerba Buena

since the major issue discussed then was the

Gardens and invited a few people who might

lack of awareness surrounding the topic, most

help receive valuable insight to my topic. The

of the conversations were about how to get

event went on quite smoothly, I was worried

peoples attention and bring awareness to

that people would find the topic uninteresting

this subject. They were very helpful in giving

and dry but was very surprised to see the

me different insights. The event made me

interest that people had taken towards it.

realize that I should concentrate more about

About 20 people had showed up for the event and I was very surprised that more than half people where unaware about the issue of overfishing, they were not aware that the fish population were dying at such a high rate. Even though they live in California which is a liberal state and despite the efforts of aquariums people still lack knowledge of this huge issue.

60

bringing public awareness and a way to make it easier to chose sustainable food. There was a long discussion on how to make it obvious while purchasing seafood at the grocery store or buying seafood at a restaurant that it was sustainabily caught, and if the fish is safe to eat or should it be avoided.


Chapter 02 | Initial Research

MFA Thesis Process Book

Join me in

Saving the Fish

As part of my thesis project, I, Nandita Rajan, am hosting an event to get valuable insight into a major issue our world is facing today - Unsustainable Overfishing. I cordially invite you to attend this event, which will be held on April 3rd 2016 from 12p.m – 3.30p.m at Wawona and 20th Avenue, and provide your thoughts and opinions on this subject. Researchers predict depletion of seafood by 2047.

61


Go off the Hook

62

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

63


Go off the Hook

64

Promoting Sustainable Fish Consumption


Chapter 02 | Initial Research

MFA Thesis Process Book

65


Go off the Hook

66

Promoting Sustainable Fish Consumption


Chapter 02 | Initial Research

MFA Thesis Process Book

67


Go off the Hook

Promoting Sustainable Fish Consumption

How is Overfishing Affecting You?

Event Insights

Millions of people from all over the globe

1. People are unaware of the issue, how can you

depend on the oceans for their staple food

change that?

and income. This automatically implies that thousands of fish and other sea creatures are captured daily from the sea to meet the growing demand for it. As more and more people make seafood a part of their everyday

2. Where and whom should you target? 3. Will people care enough to change? 4. How hard is it to convince people that

diet, our oceans continue to face the threat of

overfishing isn’t an assumption?

depleting supply of edible sea creatures.

5. If you were to start influencing them at a

At first glance, farmed fish may seem like

younger age would that help?

a good idea to help protect wild seafood

6. Are there any other ways that you can increase

populations from overfishing while meeting the nutritional needs of an ever-expanding

the supply of fish?

global population.

7. Are fish farms sufficient?

In reality, however, the industry is plagued

8. How does mercury poisoning play a role in

with many of the same problems surrounding

this?

land-based concentrated animal feeding operations including pollution, disease

9. How is it affecting me?

and inferior nutritional quality. Given

10. Is there a way you can substitute fish, mock

that fishing is a food source for millions of

meats etc?

people, attempting to solve the problem of overfishing not easy, especially for developing countries. Nevertheless, scientists and the UN Committee for Sustainable Development have called for a restoration of depleted fisheries and continue to stress the importance of stricter fishing regulations in oceans and inland waters.

68


Chapter 01 | Introduction

MFA Thesis Process Book

69


Go off the Hook

Promoting Sustainable Fish Consumption

PAVITHRA SATEESH, 44 “I’ve never bothered to look up on this as I wasn’t aware that it was an issue, I usually pick up frozen food for my kids but there is no indication on them regarding sustainability”

SHARAN, 28 “I would like to be able to spot sustainable products easier so I could make the right choice for the environment”

ROLAND TANCHUAN, 36 “There should be more awareness especially on social media and politics. Politicians will have a huge impact of this”

KESHA PATEL, 33 “bringing awareness and mindful consumption would help protect the environment and help resolve overfishing”

DIVYA SIVARAMAN, 34 “if you spread awareness on the issue and being informed on how your fish was caught it will help promote sustainability”

RAVI KIRAN, 34 “I was completely unaware of the topic and would like to see more awareness so I can make a sustainable choice. I believe education is key”

70


Chapter 01 | Introduction

MFA Thesis Process Book

71



03.


Go off the Hook

Promoting Sustainable Fish Consumption

Consumer Survey

Collecting Information from the Audience Spectrum There are many organizations that are helping and tackling the issues of overfishing. But consumers are still unaware of sustainable fish and fish products or how to cook them. We rarely speak up for sustainable fish at restaurants or grocery stores. Consumer Link

About 20 people had showed up for the event

To receive some insights on my topic I held

and I was very surprised that more than half

an event on Sunday, April 3rd at Yerba Buena

people where unaware about the issue of

Gardens and invited a few people who might

overfishing, they were not aware that the fish

help receive valuable insight to my topic. The

population were dying at such a high rate.

event went on quite smoothly, I was worried

Even though they live in California which

that people would find the topic uninteresting

is a liberal state and despite the efforts of

and dry but was very surprised to see the

aquariums people still lack knowledge of this

interest that people had taken towards it.

huge issue.

74


Chapter 03 | Strategies

MFA Thesis Process Book

75


Go off the Hook

Promoting Sustainable Fish Consumption

Questionnaire Total number of responses: 29 01 Age Groups

09 Which kind of fish do you eat? (Check all that

18-24 8 27.5%

apply)

25 -30 9 30.9%

Tuna 15 62.5%

31- 40 8 27.4%

Salmon 19 79.2%

41-59 4 14.2%

Mahi Mahi

6

25%

Shark 5 20.8%

02 Gender M 14 48.3% F 15 51.7%

Seabass 8 33.3% Shrimp 16 66.7% Crab 8 33.3%

03 Occupation

Lobster 6 25%

Business 3 10.2%

Crawfish 3 12.5%

Engineer 7 23.9%

Halibut 3 12.5%

Other 3 10.2%

Scallops 4 16.7%

Student 12 41.3%

Not sure 1 4.2%

Homemaker 2

6.8%

Designer 2 6.8%

10 How would you rate the importance of sustainable fishing on a scale of 1 to 10.

04 How many children do you have?

5 2 6.9%

None 19 65.5%

7 2 6.9%

1 5 17.2 %

8 8 27.6%

2 5 17.2 %

9 7 24.1% 10

05 Do you consume seafood? Yes 24 82.8% No 5 17.2 % 06 How many times a months do you eat seafood? 1-4 13 49.7%

10

34.5%

11 Do you look/check if the fish you eat is sustainable? Yes 6 20.7% No 17 58.6% Sometimes 6 20.7%

5-6 6 20.9%

12 Would you switch to sustainably caught fish if it

More than 7

was easy and just as delicious?

4

16.8%

07 How often do you eat fish at a restaurant? Once a month

12

50%

Once a week

3

12.5%

Very Often

3

12.5%

Other 6 25% 08 Would you pick the sustainable option if it was offered at the restaurant? Yes 12 50% No 2 8.3% Maybe 10 41.7%

76

Yes 24 82.8% No 1 3.4% Maybe 4 13.8% 13 Check all that you would be willing to do to make a difference with regards to overfishing. Switch to other sources of protein - 82.8% Eat fish once a week or less often -17.2 % Substitute with similar sustainable fish- 48.3% Not willing to do any of these - 10.3 Other 3.4 %


Chapter 03 | Strategies

MFA Thesis Process Book

77



“If you’re overfishing at the top of the food chain, and acidifying the ocean at the bottom, you’re creating a squeeze that could conceivably collapse the whole system.” —Carl Safina, conservationist and Writer


Go off the Hook

Promoting Sustainable Fish Consumption

The Insights

Using Analytic Tools on Qualitative Data Facts vs Insights

05 US consumers are unaware of how to cook

When presenting research, you can’t simply

sustainable fish.

list a litany of facts or state themes found

(http://www.cookinglight.com/

in the data without providing context for

cooking-101/essential-ingredients/

what it all means. Facts and themes are

sustainable-fish-seafood-choices)

worthless without the insights you pull from them; they are just data sitting around doing nothing. You must do the analysis to find the insights. An insight which can be turned into a strategy, and then into graphic design deliverables. 01 Farmed Fish are not as healthy as freshly caught fish (articles.mercola.com/sites/articles/ archive/2013/12/21/9-farmed-fish-facts. aspxcnn.com/2010/HEALTH/01/13/salmon. farmed.fresh) 02 There is a lack of awareness about overfishing and its consequences on social media. (Survey conducted on July 5, 2016)

06 US consumers rarely speak up for sustainable seafood. (www.triplepundit.com/special/ sustainable-seafood-2014/ power-consumer-sustainable-fishing/) 07 The world’s stock of seafood will have collapsed by 2050 at present rates of destruction caused by fishing. (http://news.nationalgeographic.com/ news/2006/11/061102-seafood-threat.html http://www.telegraph.co.uk/news/ uknews/1533125/All-seafood-will-run-out-in2050-say-scientists.html) 08 We are losing species as well as entire ecosystems, causing the ecological unity to be at risk.

03 Few options are available for similar

(http://overfishing.org/pages/why_is_overfish-

sustainable fish at restaurants in the US.

ing_a_problem.php)

(http://www.seafoodwatch.org/consumers)

09 There is a lack of protected areas for

04 US consumers are unaware of similar

fishing.

sustainable fish or fish product options

(http://overfishing.org/pages/why_is_overfish-

(Survey conducted on July 5, 2016.

ing_a_problem.php)

https://www.msc.org/cook-eat-enjoy/ choose-msc-certified-seafood)

80

10 The fisheries are poorly managed in the US (http://www.seafoodwatch.org/consumers)


Chapter 03 | Strategies

MFA Thesis Process Book

11 The rapid decline of the world’s fish

16 In some regions, fish accounts for more

population will lead to a loss of food sources.

than 25% of animal protein intake.

(http://www.fao.org/docrep/016/i2727e/

(http://www.worldwildlife.org/threats/

i2727e00.html

overfishing)

http://marinesciencetoday.com/2014/04/09/ impact-of-overfishing-on-human-lives/#ixzz4Ds6lXztc) 12 Overfishing leads to economic loss (http://therevolutionmovie.com/index.php/ open-your-eyes/overfishing/impacts/ http://www.seafoodwatch.org/consumers)

17 We are “fishing down the food web.” (https://www.seafoodwatch.org/ocean-issues/ wild-seafood/overfishing) 18 A large portion of the wild seafood imported to the US comes in illegally. (http://www.sciencedirect.com/science/article/ pii/S0308597X14000918

13 Fish farms are not a sustainable option

http://www.foodsafetynews.com/2014/07/10-

(www.onegreenplanet.org/animalsandnature/

things-you-should-know-about-the-american-

why_fish_farming_is_unsustainable_and_harm-

seafood-supply/#.V3tO21cSBxk)

ing_the planet http://www.oceanfutures.org/news/blog/ future-sustainable-fish-farming) 14 Fish consumption has risen from an annual average of 22 pounds per person in the 1960s to nearly double that in 2012. (http://www.fao.org/news/story/en/ item/231522/icode/) 15 One is five people in the world depend on fish as a source of protein (http://noc.ac.uk/research-at-sea http://www.fao.org/statistics/en/ http://www.greenfacts.org/en/fisheries/l-2/06-fish-consumption.html)

81


Go off the Hook

Promoting Sustainable Fish Consumption

01. US consumers are unaware of similar sustainable fish or fish product options. “I would like to be able to spot sustainable products easier so I could make the right choice for the environment� There are tens of thousands of sustainable fish products such as fish oils and tablets available in 100 countries to choose from. The marine stewardship council works with partners to transform the world's seafood and fish oil markets by promoting sustainable fishing practices to customers. By certifying products, the customers will prioritize these sustainable products.

Survey conducted on July 5, 2016. https://www.msc.org/cook-eat-enjoy/choose-msc-certified-seafood

82


Chapter 03 | Strategies

MFA Thesis Process Book

02. US consumers are unaware of how to cook sustainable fish. “I am aware of the issues of overfishing but I don’t necessarily know what I can do to help. It isn’t made obvious if I’m buying sustainable produce or how to cook it” It’s true that better-farmed and better-caught fish and shellfish cost a bit more. But in an era when we’re starting to understand the ocean’s limitations, no one should feel self-conscious about serving or accepting smaller portions. The more care we show enjoying the sea’s resources, the more the sea will continue to reward us with its bounty.

http://www.cookinglight.com/cooking-101/essential-ingredients/sustainable-fish-seafood-choices

83


Go off the Hook

Promoting Sustainable Fish Consumption

03. US consumers rarely speak up for sustainable seafood. Stores listen to consumers, when a store that wants to be seen as an environmentally responsible company realizes that sustainable purchases matter, they tend to communicate that to their distributors in the way that matters: economically. Whole Foods or Safeway one of the largest grocery store chains turns around ad picks up only sustainable seafood options and products this will have a direct impact on what happens to the oceans. You are directly impacting the fishing because you are choosing more sustainable products.

www.triplepundit.com/special/sustainable-seafood-2014/power-consumer-sustainable-fishing/

84


Chapter 03 | Strategies

MFA Thesis Process Book

04. Farmed fish are not as healthy as freshly caught fish. Farmed fish may seems like a good idea when you think of protecting the ocean population. However this industry has many problems such as surrounding landbased concentrated animal feeding operations, including pollution, disease and inferior nutritional quality, The omega-3 levels are not as high as wild seafood, small prey fish may be driven to extinction, even fish feel pain and stress being enclosed in small areas, farmed fish may spread disease to wild fish, fish farms pollute the environment and damage local ecosystems, fish feces harm coral reefs as fish farms are located closer to the shores and the revenues from the fish farms can’t offset the heavy environmental costs.

articles.mercola.com/sites/articles/ archive/2013/12/21/9-farmed-fish-facts.aspx cnn.com/2010/HEALTH/01/13/salmon.farmed.fresh

85


Go off the Hook

Promoting Sustainable Fish Consumption

05. There is a lack of awareness about overfishing and its consequences on social media. “There should be more awareness especially on social media and politics.” Even though there are tons of organizations that are dedicated to save the oceans, very few people are aware of what exactly overfishing means and how to work towards protecting the oceans. “I was completely unaware of the topic and would like to see more awareness so I can make a sustainable choice. I believe education is key”

Survey conducted on July 5, 2016.

86


Chapter 03 | Strategies

MFA Thesis Process Book

06. Few options are available for similar sustainable fish at restaurants in the US. “Being from the Midwest I hasn’t eaten much fish, but since I eats fish at restaurants I would like it to be obvious about where the fish was coming in from and if it was sustainable” The easiest and most important thing that you can do is ask restaurants if they serve sustainable seafood. Let your favorite businesses know that ocean-friendly seafood’s on your shopping list. These companies in your community play an important role in the conservation of ocean resources and they listen to their customers. Ask them to support sustainable seafood and start making a difference today. This way big restaurants will make the effort to serve sustainable seafood.

http://www.seafoodwatch.org/consumers

87


Go off the Hook

Promoting Sustainable Fish Consumption

07. The world’s stock of seafood will have collapsed by 2050 at present rates of destruction caused by fishing. According to the study, the loss of ocean biodiversity is accelerating, and 29 percent of the seafood species humans consume have already crashed. If the long-term trend continues, in 30 years there will be little or no seafood available for sustainable harvest.

http://news.nationalgeographic.com/ news/2006/11/061102-seafood-threat.html http://www.telegraph.co.uk/news/uknews/1533125/ All-seafood-will-run-out-in-2050-say-scientists.html

88


Chapter 03 | Strategies

MFA Thesis Process Book

08. We are losing species as well as entire ecosystems, causing the ecological unity to be at risk. In the world 25% of all the world’s fish stocks are either overexploited or depleted. Another 52% is fully exploited, these are in imminent danger of overexploitation and collapse. Thus a total of almost 80% of the world’s fisheries are fully- to over-exploited, depleted, or in a state of collapse. Worldwide about 90% of the stocks of large predatory fish stocks are already gone.

http://overfishing.org/pages/why_is_overfishing_a_problem.php

89


Go off the Hook

Promoting Sustainable Fish Consumption

09. There is a lack of protected areas for fishing. Just 1.6% of the world’s oceans have been declared as marine protected areas, and 90% of existing protected areas are open to fishing. Marine protected areas are important because they protect habitats such as coral reefs from destructive fishing practices. This allows depleted fish populations to recover and provide refuge for endangered species such as marine turtles. Protected areas allow stressed reefs the ability to recover from climate change impacts, such as bleaching. These benefits translate to improved food security for people who rely on the ocean for their daily sustenance and livelihoods.

http://overfishing.org/pages/why_is_overfishing_a_problem.php

90


Chapter 03 | Strategies

MFA Thesis Process Book

10. The fisheries are poorly managed in the US. A lack of management oversight, government regulations, and traceability of fishing activities has long been a problem in the fishing industry. Current rules and regulations are not strong enough to limit fishing capacity to a sustainable level. This is particularly the case for the high seas, where there are few international fishing regulations, and those that exist are not always implemented or enforced. Many fisheries management bodies are not able to incorporate scientific advice on fish quotas, and customs agencies and retailers cannot always ensure that the fish entering their country is caught legally and in a sustainable way.

http://www.seafoodwatch.org/consumers

91


Go off the Hook

Promoting Sustainable Fish Consumption

11. The rapid decline of the world’s fish population will lead to a loss of food sources. Coastal communities around the world depend on fish as their primary source of protein. Overfishing threatens their long-term food security, particularly in developing countries. Fish provides more than 7 billion people with almost 15 percent or more of their dietary animal protein. For decades, oceans have provided us with a bounty of seafood for these needs, but there is a limit to everything. Unsustainable fishing practices and overfishing over the last few decades have pushed our oceans to the limit and they may now be on the verge of a collapse.

http://www.fao.org/docrep/016/i2727e/i2727e00.html http://marinesciencetoday.com/2014/04/09/ impact-of-overfishing-on-human-lives/#ixzz4Ds6lXztc

92


Chapter 03 | Strategies

MFA Thesis Process Book

12. Overfishing leads to economic loss. Fishing is integral to economies around the world. Overfishing threatens coastal nations down to the local level, devastating communities whose chief source of labor and revenue hinges on healthy, plentiful stocks of fish. Loss of fish stocks will impact the prices of fish which are already rising in response to the demand and increasing costs of fishing. Fishing for people across the globe is not just for recreation or as a source of food, it is their way of life and how they support themselves and their family. All the economic impacts of fishing add up to $240 billion (US) annually.

http://therevolutionmovie.com/index.php/open-youreyes/overfishing/impacts/ http://www.seafoodwatch.org/consumers

93


Go off the Hook

Promoting Sustainable Fish Consumption

13. Fish farms are not a sustainable option. As human populations continue to rise, the need for increased food productions stands a foremost concern for sustaining our future’s growing appetite. In an effort to move towards a sustainable future, it will take innovative thinking to make effective decisions. Aquaculture is a growing, and highly demanded industry. As the demand increases, sustainability must remain a top priority and important aspect of future production. Both of these methods of fish farming create problems for the planet. Farmed fish escape and contaminate other sea life, spreading diseases and parasites to wild fish and marine life. Farmed fish also breed with wild fish, which contaminates non-farmed sources of fish and leads to decreased genetic pools.

http://www.onegreenplanet.org/animalsandnature/ why-fish-farming-is-unsustainable-and-harmingthe-planet/ http://www.oceanfutures.org/news/blog/future-sustainable-fish-farming

94


Chapter 03 | Strategies

MFA Thesis Process Book

14. Fish consumption has risen from an annual average of 22 pounds per person in the 1960s to nearly double that in 2012. In 2012 fish consumption accounted for about 17 percent of global protein intake. Global fisheries and aquaculture production totaled 158 million tonnes. This is approximately 10 million tonnes more than in 2010. In the mid-1990s seafood production was around 75–85 million tons. The U.N. report says that fisheries and aquaculture produced 174 million tons of fish in 2012, 11 million tons more than in 2010. Most of that growth came from farmed fish. The increase in production matches a growing demand: Fish consumption has risen from an annual average of 22 pounds per person in the 1960s to nearly double that in 2012.

44

22

pounds per person

1960s

2012

pounds per person

http://www.fao.org/news/story/en/item/231522/icode/

95


Go off the Hook

Promoting Sustainable Fish Consumption

15. One in five people in the world depend on fish as a source of protein. In 2010, fish provided more than 3 billion people with almost 20% of their intake of animal protein, and a further 4.3 billion people with about 15% of such protein. Fish has become an increasingly important source of protein, a portion of 150g of fish can provide up to 60% of an adult’s daily protein requirements as well as healthy fats like Omega 3.

http://noc.ac.uk/research-at-sea http://www.fao.org/statistics/en/ http://www.greenfacts.org/en/fisheries/l-2/06-fish-consumption.html

96


Chapter 03 | Strategies

MFA Thesis Process Book

16. In some regions, fish accounts for more than 25% of animal protein intake. In some countries, fish accounts for more than 25% of animal protein intake. In general, people in developing countries and especially those in coastal areas are much more dependent on fish as a staple food than those in the developed world. Fish consumption differs among countries, and within countries it differs among segments of society. These differences reflect consumer preferences, availability, product developments, prices and levels of disposable income.

http://www.worldwildlife.org/threats/overfishing

97


Go off the Hook

Promoting Sustainable Fish Consumption

17. We are “fishing down the food web.” Fishes that are large in size, live a long time and are slow to reproduce are among the most vulnerable to overfishing. Unfortunately, this includes some of our favorite seafood. When one kind of fish is no longer plentiful, fishermen may move on to new species. Scientists have documented a gradual transition in fisheries landings over the last few decades from high-level predators such as tuna and cod, to species lower in the food web, like crabs, sardines and squid—a phenomenon known as “fishing down the food web.” Since these lower-level species are often important prey for other fish, as well as seabirds and marine mammals, their removal impacts species throughout the ecosystem.

https://www.seafoodwatch.org/ocean-issues/wild-seafood/overfishing

98


Chapter 03 | Strategies

MFA Thesis Process Book

18. A large portion of the wild seafood imported to the US comes in illegally. Illegal, unreported and unregulated (IUU) fishing accounts for a large portion of the global catch. A recent study in the journal Marine Policy found that as much as 30 percent of the wild fish the US imports comes to us illegally. Eight five percent of Fish and Shellfish Consumed in the US is Imported. Fifty five percent of Seafood Consumed in the US is Limited to Shrimp, Canned Tuna, and Salmon.

http://www.sciencedirect.com/science/article/pii/ S0308597X14000918 http://www.foodsafetynews.com/2014/07/10-thingsyou-should-know-about-the-american-seafoodsupply/#.V3tO21cSBxk

99


Go off the Hook

Promoting Sustainable Fish Consumption

“Resilience is all about being able to overcome the unexpected. Sustainability is about survival. The goal of resilience is to thrive.” —Jamais Cascio, Author and Futurist

100


Chapter 01 | Introduction

MFA Thesis Process Book

101


Go off the Hook

Promoting Sustainable Fish Consumption

Trip to Monterey

Visiting the Aquarium and the Seafood Watch Program

102


Chapter 03 | Strategies

MFA Thesis Process Book

103


Go off the Hook

104

Promoting Sustainable Fish Consumption


Chapter 03 | Strategies

MFA Thesis Process Book

Trip to Mendocino Visited a Small County that Supports Sustainability

105


Go off the Hook

Promoting Sustainable Fish Consumption

Aquarium of the Bay Collecting Information about San Francisco’s Local Seafood

106


Chapter 03 | Strategies

MFA Thesis Process Book

107


Go off the Hook

108

Promoting Sustainable Fish Consumption


Chapter 03 | Strategies

MFA Thesis Process Book

Local Grocery Stores

Collecting Information from the Consumers and the Business

109



How can we help in giving the consumers more access to sustainable fish products?


04.



Go off the Hook

Promoting Sustainable Fish Consumption

DS Chart

Revising Deliverables, Strategies and the Material Matrix Topic Area: Overfishing Outcome: To promote sustainable fish consumption. Audience: Adults between the age of 25 to 45

INSIGHTS

STRATEGIES

DELIVERABLES

114

US consumers are unaware of similar sustainable fish or fish product options.

US consumers are unaware of how to cook sustainable fish.

Consumers need to speak up for sustainable options.

Create a “Fish of the month Club,”a monthly subscription service for sustainable fish.

Produce a cookbook of nutritious, delicious, sustainable fish recipes.

Allow restaurants to certify themselves and serve more sustainable fish options.

»Website »Mobile app » Fish recipe delivery »Monthly magazines » Brochures » Campaign

» Cookbook »Video library » Recipe cards »Website »Mobile app » Social sharing of recipes

» Posters » Certification badges for virtual and brick and motar » Restaurant signage » Campaign


Chapter 01 | Introduction

MFA Thesis Process Book

115


Go off the Hook

Insights

Promoting Sustainable Fish Consumption

US consumers are unaware of

US consumers are unaware of

Consumers need to speak up

similar sustainable fish or fish

how to cook sustainable fish.

for sustainable options.

STRATEGY

STRATEGY

product options.

STRATEGY

116

1

2

3

Create easy access between

Educate consumers of how

Compel restaurants to certify

the customer and sustain-

uncomplicated and easy it is

themselves and offer more

able fish and fish products.

to cook & buy sustainable fish.

sustainable fish options.

1A

WEBSITE

2A

COOKBOOK

3A

CAMPAIGN

1B

MOBILE APP

2B

VIDEOS

3B

RESTAURANT BADGE

1C

FISH OF THE MONTH CLUB

1D

MONTHLY NEWSLETTER


Chapter 04 | Visual System

1A WEBSITE

MFA Thesis Process Book

1D MONTHLY NEWSLETTER

Official website for Go Off the Hook with information

The latest information about sustainable fish

about sustainable fish options.

consumption every month.

Cooking section with online recipes and videos of sustainable fish.

2A COOKBOOK

List of restaurants that feature sustainable fish and a petition to support more restaurants to serve

A cookbook filled with nutritious, delicious, sustain-

sustainable seafood.

able fish recipes.

Fish of the Month Club subscription service.

Social media component on Instagram and Facebook.

Online email subscription to the monthly newsletter. 2B VIDEOS 1B MOBILE APP

A series of videos that show consumers how to identify sustainable fish.

Official mobile app for Go Off the Hook which will have information about sustainable fish options. Cooking section with online recipes and videos of how to prepare sustainable fish. List of restaurants with their locations that feature sustainable fish.

3A CAMPAIGN A petition for consumers to encourage restaurants to offer more sustainable seafood options. A series of posters to promote sustainable fish

Fish of the Month Club subscription service.

consumption.

PDF version of the newsletter.

Informational brochures to distribute at restaurants and grocery stores.

1C FISH OF THE MONTH CLUB

3B RESTAURANT BADGE

A monthly subscription service for sustainable fish that includes packaging for the ingredients, recipe

Sustainable seafood badge icon that shows consumers

cards and a challenge list that connects to the

that the restaurant offers sustainable seafood options

cookbook and social media.

thereby promoting sustainable fish consumption.

117


Go off the Hook

Promoting Sustainable Fish Consumption

“Earth provides enough to satisfy every man’s needs, but not every man’s greed.” —Mahatma Gandhi, Indian Leader

118


Chapter 04 | Visual System

MFA Thesis Process Book

119


Go off the Hook

Promoting Sustainable Fish Consumption

Go off the Hook

Who are we? What we do? Our Mission Statement “Fish farming, even with conventional techniques, changes fish within a few generations from an animal like a wild buffalo or a wildebeest to the equivalent of a domestic cow.” —Charles Clover, Environment Editor “In the end, we will conserve only what we

At GoOffTheHook, we are striving to

love; we will love only what we understand;

create awareness about the ramifications of

and we will understand only what we are

overfishing and what we as individuals can

taught” - Senegalese conservationist Baba

do to counter it. We are trying to educate

Dioum

people about choosing sustainably caught

Man has always looked to the sea for food and evidence shows that fishing has been an ancient practice dating back atleast 40000 years to the Upper Paleolithic period. However, as human population kept increasing, so did the demand for fish, which in turn placed a huge burden on our marine resources.

seafood and supplementing fish with other sources of meat. Organisations such as Seafood Watch and Aquarium of the Bay are already doing wonderful work in trying to counter the effects of overfishing and we at GoOffTheHook are working alongside them to reach out to the public.

Overfishing has led to nature unable to

Donations made to our cause will be used to

keep up with the rate of our consumption of

ease the burdens on fishermen who are unable

seafood and we are now faced with a scenario

to make a decent wage due to the depletion

where our age old unsustainable fishing

of fish stocks caused by overfishing. Part

practices, if continued, will very soon lead to

of the money will also be sent to fishermen

complete annihilation of marine life.

in developing countries like India, where fishermen are committing suicide due to their financial burdens.

120


Chapter 01 | Introduction

MFA Thesis Process Book

121


Go off the Hook

Promoting Sustainable Fish Consumption

C = 81 M=0 Y = 38 K=0 #4ECDC4

C = 50 M=0 Y = 100 K=0 #A5CF00

122

C=0 M = 78 Y = 93 K=0 #FF5A00

C=2 M = 16 Y = 98 K=0 #F9D423


Chapter 04 | Visual System

MFA Thesis Process Book

Visual System

Color Palette, Photography, and Typography It’s been said that “there are a lot of fish in

One in five people in the world depend on

the sea,”but is that really true today? In fact

fish as a source of protein as fish provide 7

we are slowly depleting the number of fish in

billion people with almost 15 percent or more

the world’s waters. Increased fishing efforts

of their dietary animal protein. Not only

over the last 50 years as well as unsustainable

humans, but 17% of the world’s animals such

fishing practices have led to severe depletion

as bears, whales, sea lions, and otters also

of fish stocks.

depend on fish. There is a way to help prevent

​O ver the past few decades, the growth of common fish consumption such as tuna, salmon, and lobster has been so rapid, that it now appears to be out-pacing the ability of the ocean’s fisheries to keep up with the demand.

this depletion from becoming an ecological disaster. We can eat certain kinds of fish that are more sustainable. Join us and “go off the hook” with your seafood choices so that there will always be plenty of fish in the sea.

Fish consumption has increased from the annual average of 22 pounds per person in the 1960s to 44 pounds in 2012. We are at risk of

losing a valuable food source that is a staple for many coastal communities. Loss of fish stocks will impact the prices of fish which are already rising in response to the demand and increasing costs of fishing.

123


Go off the Hook

Photography Style

124

Promoting Sustainable Fish Consumption


Chapter 04 | Visual System

MFA Thesis Process Book

125



“What we’re dealing with is so vast and so global that it really does need to be energized and kicked into high gear.” —Ted Danson, Actor


Go off the Hook

Promoting Sustainable Fish Consumption

Typography Style Ideal Sans is a humanist sans-serif typeface released through H&FJ (now known as Hoefler & Co.) in 2011. The design attempts to bring back the humanity to humanist typefaces. Almost no straight lines are used and the typeface prides itself on its lack of symmetry and non-adherence to geometric principles. Ideal Sans, a handmade typeface

IDEAL SANS THIN

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

for a machine-made age. Setting aside the easy pursuit of digital perfection, Ideal Sans favors handmade forms that help it achieve different goals: warmth, craftsmanship, and humanity.

IDEAL SANS LIGHT

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 IDEAL SANS BOOK

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

128


Chapter 04 | Visual System

Like all Humanist designs, Ideal Sans has classical rather than industrial proportions (its capitals vary greatly in width, from the almost circular O to the half-square E), and it favors traditional forms like the two-storey lowercase a and g. Unlike most sans serifs, it is allergic to geometry: the design contains almost no straight lines, very few symmetries, and it takes every opportunity to resist

MFA Thesis Process Book

IDEAL SANS THIN

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

formulaic rules. These policies make Ideal Sans engaging at large sizes, and help it to perform at small ones, giving the design a warm, organic, and handmade feeling.

IDEAL SANS LIGHT

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 IDEAL SANS BOOK

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

129


Go off the Hook

Promoting Sustainable Fish Consumption

Typography Style Chaparral is the work of type designer Carol Twombly and combines the legibility of slab serif designs popularized in the 19th century with the grace of 16th century roman book lettering. The result is a versatile, hybrid slab-serif design. Unlike “geometric” slab serif designs, Chaparral has varying letter proportions that give it an accessible and

IDEAL SANS THIN

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

friendly appearance in all weights from light to bold. And because it is a multiple master typeface with an optical axis (ranging from 7 to 72 points), Chaparral is clear and legible in smaller text settings while remaining subtle and lively at display sizes. Chaparral´s highly functional design is surprisingly beautiful, the perfect choice for correspondence, as well as book, poster and newsletter design.

IDEAL SANS LIGHT

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 IDEAL SANS BOOK

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

130


Chapter 04 | Visual System

Chaparral is a hybrid serif/slab serif typeface designed by Carol Twombly and released in 2000 through Adobe. The design of Chaparral combines the slab serif designs of the nineteenth century with sixteenth century roman type. During her eleven+ years with Adobe, Carol has designed a number of very popular text and display typefaces. Designs like Trajan, Charlemagne, Lithos, and Adobe

MFA Thesis Process Book

IDEAL SANS THIN

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789

Caslon are inspired by classic letterforms of the past - from early Greek inscriptions, circa 400 B.C., to William Caslon’s typefaces of the 1700s. Designs like Viva and Nueva explore new territory while maintaining traditional roots. In 1994, she received the Charles Peignot award from the Association Typographique Internationale for outstanding contributions to type design. She was the first woman and only the second American to receive this prestigious honor..

IDEAL SANS LIGHT

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789 IDEAL SANS BOOK

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

131



05.


Go off the Hook

Promoting Sustainable Fish Consumption

Preliminary Sketches Illustration Style and Logo Initial Rough Sketches

The Illustration were added to give the project a fun spin and intricate detail and a little flavor, but was later removed from the visual system. Illustration Style

134


Chapter 05 | Development

MFA Thesis Process Book

135


Go off the Hook

136

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

137


“The first rule of sustainability is to align with natural forces, or at least not try to defy them.” —Paul Hawken, Environmentalist



Go off the Hook

Promoting Sustainable Fish Consumption

Logo Rough Sketches

Go Off The Hook Off The Hook

Off The Hook

OFF THE HOOK

Off The Hook OFF GOTHE HOOK

Go Off The Hook

Off

The Hook

140

Go Off The Hook


Chapter 05 | Development

MFA Thesis Process Book

GO HOOK Go Off The Hook OFF THE

GOFF THE

Go Off The Hook

G FF THE HOOK

Go off the hook

GOff The Hook

Go Off The Hook

Go off the hook Go Off The Hook

g Off The Hook

OH

ff the ook

FF THE HOOK

FF THE HOOK

141


Go off the Hook

Promoting Sustainable Fish Consumption

Off The Hook

Off The Hook

off the hook

off the hook

off the hook

off the hook

Off The Hook

Off The Hook

Go Off The Hook

Go Off The Hook

Go Off The Hook

Off The Hook

Go Off The Hook

Go offthe Hook

Go Off The Hook Go Off The Hook

off the Hook

off the Hook

Go off the Hook

Go off the hook off the Hook Go Off The Hook

142

Go Off The Hook

off the Hook

Go offthe Hook

off the Hook

Go Off The Hook


Chapter 05 | Development

Go

theoff

off

off

Go

Hook. Go

off

MFA Thesis Process Book

com

the

Hook .com

Off the Hook

the

Hook

the

Hook.

com

off Go

Go

off the

Hook.

the

Hook.com

go

off the

Go

off the

com

Hook. Hook. com

com

143



“Resilience is all about being able to overcome the unexpected. Sustainability is about survival. The goal of resilience is to thrive.” —Jamais Cascio, Author and Futurist


Go off the Hook

Promoting Sustainable Fish Consumption

Final Logo

146


Chapter 01 | Introduction

MFA Thesis Process Book

147


Go off the Hook

Website

148

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

149


Go off the Hook

150

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

151


Go off the Hook

Promoting Sustainable Fish Consumption

Phone Application

152


Chapter 05 | Development

MFA Thesis Process Book

153


Go off the Hook

154

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

155


Go off the Hook

156

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

157


Go off the Hook

Promoting Sustainable Fish Consumption

Fish of the Month A Delivery Service for Sustainable Seafood The way our seafood is caught and distributed

Get freshly and sustainably caught seafood

is complicated and this can sometimes make

delivered right to your doorstep in just 3

it difficult to make the sustainable choice

simple steps! Choose the size of your party,

when picking out fish. Introducing Fish of the

schedule a time for delivery, and open your

Month, a revolutionary new delivery service

front door to have your fish neatly packaged

that lets you make more sustainable seafood

and waiting for you. With 3 kinds of seafood

choices with minimal effort.

every month, we ensure that you get a variety of fish, while all the while making sustainable choices which will lead to a better planet.

158


Chapter 05 | Development

MFA Thesis Process Book

Paprika

Dried Thyme

Lime Juice

Garlic Powder

Salt

Mango

Coleslaw

Alaskan Cod

Onion Powder

159


Go off the Hook

160

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

Spiced Cod

Sliders with Mango Slaw and Cilantro Aioli Opt for Pacific Cod since it is the more sustainable version of Cod. Spiced Cod Sliders with Mango Confetti Slaw and Cilantro Aioli are colorful, flavorful and sized perfectly. Commonly used in dishes like fish and chips, cod is a white fish with a firm, flaky texture and mildly sweet flavor. It’s a versatile fish and adapts to most cooking methods like sautéing, baking, poaching and frying. Recipe by Sonali.

Cilantro Aioli

Mango Confetti Slaw

spiced cod

Ingredients •

Directions

1½ lbs wild Alaskan

1 To make the Mango Confetti slaw, whisk the lime juice and honey

cod fillet

together in a bowl. Add the vegetables, mango and salt and toss to

1 tsp paprika

combine.

1 tsp dried thyme 1 tsp onion powder

2 To make the Cilantro Aioli, mix the yogurt, mayonnaise, cilantro

• •

½ tsp garlic powder

½ tsp salt

2 tbsp lime juice

1 tsp honey

2½ cups shredded red and green cabbage and carrots (or

Your Notes

and lime juice together in a bowl. 3 To make the spiced cod, cut the fish into 8 equal pieces. 4 Make a spice rub by combining the paprika, thyme, onion powder, garlic powder and salt together in a small bowl.Sprinkle both sides of the fish with the spice mix. 5 Heat the oil in a large nonstick skillet over medium heat and add

packaged coleslaw mix)

the cod.

1 cup diced mango

6 Cook 4 minutes then carefully flip the pieces over and cook another

1/8 tsp salt

6 tbsp plain nonfat or

7 To assemble the sliders, place each piece of spiced cod on a slider

3–4 minutes or until fish is cooked through.

reduced fat Greek yogurt

roll bottom. Top with a dollop of cilantro aioli and some mango

2 tbsp light mayonnaise

confetti slaw. Add the roll tops and serve.

2 tbsp chopped cilantro

½ tsp lime juice

1 tbsp olive oil

8 slider rolls

161


Go off the Hook

Promoting Sustainable Fish Consumption

Newsletter

I Want To Eat Fish Responsibly. But The Seafood Guides Are So Confusing! Natalie Jacewicz is a science writer living in New York City. I Want To Eat Fish Responsibly. But The Seafood Guides Are So Confusing. 09 By Natalie Jacewicz is a science writer living in New York City.

The Whole Foods Market announces new sourcing policy for sustainable, traceable canned tuna fish. 09 Carrie Brownstein Seafood Quality Standards Coordinator

This month, I ventured to ask the man behind the counter at a Whole Foods Market what kind of shrimp he was selling. “I don’t know,” he replied. “I think they’re just normal shrimp.” I glanced at the sustainable seafood guide on my phone. There were 80 entries for shrimp, none of them listed “normal.”

Spend an hour trying to make sense of these guides, and you may feel more confused than when you started — and guilty about putting an unsuspecting grocery employee on the spot.

These conundrums extend to restaurants as well. “The guide may tell you which species or fishing region is safest to eat, but if the restaurant menu just says, What about the cod? Was it Atlantic or Pacific? ‘salmon,’ you have to send someone to the kitchen to Atlantic. How was it caught? I asked. “I’m not sure,” ask,” says Alena Van Arendonk, an animal trainer he said, looking doubtfully at a creamy fish slab. in Indianapolis, who tries to use Seafood Watch to “With nets, I think. Not with harpoons.” find environmentally friendly seafood that is not over fished. “Often [restaurants] don’t know where The shrimp had a blue sticker shaped like a fish the fish came from.” on it, which appeared to be some type of official approval. Plus, they were on sale. I bought And even if you do find out where the fish came half a pound. from, you might get conflicting advice from two different guides: Are summer flounder I was using the Monterey Bay Aquarium’s Seafood populations improving or is it irresponsible to Watch app, one of a handful of sustainable eat the fish? A consumer is often left to puzzle seafood guides which base their recommendations over which advice to follow. After years of feeling of sustainable seafood on a range of factors, overwhelmed trying to pick the right seafood, I including where the fish came from, how it was finally decided to caught or farmed and how the local environment was affected.

162

find out why and how sustainable seafood guides vary, and how customers might sort through them to make the most environmentally friendly choices. All reputable seafood guides are based on science. Take these three for example – Seafood Watch, the Safina Center at Stony Brook University’s seafood ratings guide, and the Environmental Defense Fund’s Seafood Selector. All three use scientific data from the Monterey Bay Aquarium, which relies on a team of more than 20 scientists who weigh factors like fish population, harm to habitat, harm to other species, and management practices to determine the sustainability of a fishery. These factors produce ratings of green (best), yellow (good alternative), or red (avoid). Despite this shared source of data, the guides offer similar but different advice. Take, for example, Atlantic cod, a poster-fish for the woes of historical overfishing. The Monterey Bay Aquarium labels only farmed cod as a “best choice.”

THIS MONTH IN THE SEA

Leonardo DiCaprio Is Investing in Frozen Food — Here’s Why. 09 Carrie Brownstein Seafood Quality Standards Coordinator


Chapter 05 | Development

MFA Thesis Process Book

The Seafood Guides Are So Confusing This month, I ventured to ask the man behind the counter at a Whole Foods Market what kind of shrimp he was selling. “I don’t know,” he replied. “I think they’re just normal shrimp.” I glanced at the sustainable seafood guide on my phone. There were 80 entries for shrimp, none of them listed “normal.” What about the cod? Was it Atlantic or Pacific? Atlantic. How was it caught? I asked. “I’m not sure,” he said, looking doubtfully at a creamy fish slab. “With nets, I think. Not with harpoons.” The shrimp had a blue sticker shaped like a fish on it, which appeared to be some type of official approval. Plus, they were on sale. I bought half a pound. I was using the Monterey Bay Aquarium’s Seafood Watch app, one of a handful of sustainable seafood guides which base their recommendations of sustainable seafood on a range of factors, including where the fish came from, how it was caught or farmed and how the local environment was affected. And even if you do find out where the fish came from, you might get conflicting advice from two different guides: Are summer flounder populations improving or is it irresponsible to eat the fish? A consumer is often left to puzzle over which advice to follow. After years of feeling overwhelmed trying to pick the right seafood, I finally decided to find out why and how sustainable seafood guides vary, and how customers might sort through them to make the most environmentally friendly choices.

All reputable seafood guides are

The Safina Center, on the other hand,

based on science. Take these three for

splits the fish into three groups, makes

example – Seafood Watch, the Safina

no reference to farmed cod, and calls

Center at Stony Brook University’s seafood

handline methods anywhere in the U.S. a

ratings guide, and the Environmental

good alternative. As for EDF, it refers to

Defense Fund’s Seafood Selector. All three

all Atlantic cod with a special indicator

use scientific data from the Monterey

called “improving.”So, what gives?

Bay Aquarium, which relies on a team of more than 20 scientists who weigh factors like fish population, harm to habitat, harm to other species, and management practices to determine the sustainability of a fishery. These factors produce ratings of green (best), yellow (good alternative),

“A personal take I’ve learned along the way,” says Shelley Dearhart, the program director for sustainable seafood at the Safina Center, “is that for sustainable fisheries, so much of it comes down to personal values.”

or red (avoid). Despite this shared source

That personal value for EDF is “fishery

of data, the guides offer similar but

reform,” says Timothy Fitzgerald, the

different advice.

fund’s Director of Impact. The Monterey

Take, for example, Atlantic cod, a poster-fish for the woes of historical overfishing. The Monterey Bay Aquarium labels only farmed cod as a “best choice.” But cod caught by handline in the U.S. Georges Bank and the U.S. Gulf of Maine are good alternatives. The 11 other permutations of geography and fishing method are all off the table.

Bay Aquarium is more of an independent assessor, he says. “Whereas we are much more advocates trying to improve fisheries.” That means that if a fishing group is collaborating with EDF to make its methods more sustainable, EDF will label the seafood as “improving,” to avoid blacklisting fishers making a good faith effort to change.

The Seafood Guides Are So Confusing! This month, I ventured to ask the man behind the counter at a Whole Foods Market what kind of shrimp he was selling. “I don’t know,” he replied. “I think they’re just normal shrimp.” I glanced at the sustainable seafood guide on my phone. There were 80 entries for shrimp, none of them listed “normal.” What about the cod? Was it Atlantic or Pacific? Atlantic. How was it caught? I asked. “I’m not sure,” he said, looking doubtfully at a creamy fish slab. “With nets, I think. Not with harpoons.” The shrimp had a blue sticker shaped like a fish on it, which appeared to be some type of official approval. Plus, they were on sale. I bought half a pound. I was using the Monterey Bay Aquarium’s Seafood Watch app, one of a handful of sustainable seafood guides which base their recommendations of sustainable seafood on a range of factors, including where the fish came from, how it was caught or farmed and how the local environment was affected. And even if you do find out where the fish came

All reputable seafood guides are

The Safina Center, on the other hand,

The Monterey Bay Aquarium on the other

In the interest of transparency, the guide

In this case, the experts say it’s best to

based on science. Take these three for

splits the fish into three groups, makes

hand, is more present-minded, according

puts all of its information in the guide.

overcome fears of being “that person”

example – Seafood Watch, the Safina

no reference to farmed cod, and calls

to Ryan Bigelow, who manages program

Which guide is best for a user, these

and just ask whether a business’s seafood

Center at Stony Brook University’s seafood

handline methods anywhere in the U.S. a

engagement for Seafood Watch. “Our

experts say, depends on value judgments,

is sustainable. If the person behind the

ratings guide, and the Environmental

good alternative. As for EDF, it refers to all

recommendation is a snapshot in time,”

like whether changes auguring future

counter doesn’t know, then at least you’ve

Defense Fund’s Seafood Selector. All three

Atlantic cod with a special indicator called

he says. Because cod populations are still

improvements are enough reason to

shown demand for more information.

use scientific data from the Monterey

“improving.”So, what gives?

low, only cod farming gets the nod of

support a fishery. Consumers might also

approval. The Safina Center takes a similar

care about factors not considered by any

approach, but focuses on fishing, rather

of the guides, like the carbon footprint of

than farming, according to Dearhart. The

transporting seafood to their area. These

center’s suggestions follow Monterey

consumers might opt to eat more local

Bay’s, but lack references to farmed cod

seafood. The experts I talked to admitted

(so there’s no “best” Atlantic cod option

it can be difficult for consumers to get

in Safina Center ratings).Why the varying

enough information from businesses about

That personal value for EDF is “fishery

levels of detail? “I don’t want to say we

their seafood to make a good choice.

reform,” says Timothy Fitzgerald, the

offer a simplified message, but we want

fund’s Director of Impact. The Monterey

to break it down, because fisheries are so

Bay Aquarium is more of an independent

ridiculously complicated,” says Dearhart

assessor, he says. “Whereas we are

of the Safina Center’s approach, which

much more advocates trying to improve

consists of a color rating and information

fisheries.” That means that if a fishing

bullet point for each fish. Seafood Watch

group is collaborating with EDF to make

is more detailed, Bigelow says, because

its methods more sustainable, EDF will

detail is necessary to partner with

label the seafood as “improving,” to avoid

large-scale retailers like super markets

blacklisting fishers making a good faith

and restaurants, which must make big

effort to change.

decisions about sourcing shrimp, cod, and

Bay Aquarium, which relies on a team of more than 20 scientists who weigh factors like fish population, harm to habitat, harm to other species, and management practices to determine the sustainability of a fishery.

from, you might get conflicting advice

These factors produce ratings of green

from two different guides: Are summer

(best), yellow (good alternative), or red

flounder populations improving or is it

(avoid). Despite this shared source of

irresponsible to eat the fish?

data, the guides offer similar but different

A consumer is often left to puzzle over which advice to follow. After years of feeling overwhelmed trying to pick the right seafood, I finally decided to find out why and how sustainable seafood guides vary, and how customers might sort through them to make the most environmentally friendly choices.

advice. Take, for example, Atlantic cod, a poster-fish for the woes of historical overfishing. The Monterey Bay Aquarium labels only farmed cod as a “best choice.” But cod caught by handline in the U.S. Georges Bank and the U.S. Gulf of Maine are good alternatives. The 11 other permutations of geography and fishing method are all off the table.

“A personal take I’ve learned along the way,” says Shelley Dearhart, the program director for sustainable seafood at the Safina Center, “is that for sustainable fisheries, so much of it comes down to personal values.”

everything in between.

Or, one could take the approach of wine specialist Andrew Dunaway of Jackson, Miss. He calls Seafood Watch a Pandora’s Box because so few of the restaurants in his area meet the guide’s sustainability standards. But Dunaway hasn’t dismissed the guide completely – he just found a way to make it work for his purposes, by familiarizing himself with information

That’s one of the reasons Seafood Watch

about a couple types of seafood he eats

has added a feature that allows users to

frequently and by relying on domestic

locate its business partners, so one can

sources.“It’s ingrained in the mentality

know seafood is sustainable without

in this part of the country to eat only

asking questions. For example, Safina

Louisiana crawfish. So there’s never any

Center and Seafood Watch work with

worry about the poorly raised Chinese

Whole Foods to avoid unsustainable

crawfish that are in the freezer case,” says

seafood. That’s good news for my shrimp.

Dunaway. The same goes for local catfish,

If you’re like me, though, you can’t afford

a family favorite. “American farm-raised

Whole Foods for most of your shopping.

catfish is a good source,” he says. “I’ve only had to check the guide once to see that.”

163


Go off the Hook

164

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

165


Go off the Hook

Cookbook

166

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

167


Go off the Hook

168

Promoting Sustainable Fish Consumption


MFA Thesis Process Book

169


Go off the Hook

170

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

171


Go off the Hook

172

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

173


Go off the Hook

174

Promoting Sustainable Fish Consumption


MFA Thesis Process Book

175


Go off the Hook

Promoting Sustainable Fish Consumption

Campaign

Restaurant Badge to Mark Sustainable Seafood Consumption of sustainably caught fish is

This badge will be placed at the entrance to every

something that has become highly relevant

restaurant serving sustainable seafood, thus

today. Some restaurants take make an effort

recognizing the efforts of the restaurant, while

of using only sustainable seafood in their dishes,

making it easy for consumers to find places

while some customers make the effort to actually

serving sustainable fish products.

look for places that buy their seafood from sustainable sources.

ww

Cert ifi

Cert ifi

Cert ifi

m co

d foo

offthehoo k. .go w

ww

offthehoo k. .go w

m co

m co

tainabl eS Sus d e

ea

d foo

Cert ifi

ww

ea

m co

d foo

ww

offthehoo k. .go w

176

tainabl eS Sus ea

d foo

tainabl eS Sus d e

ed

offthehoo k. .go w

tainabl eS Sus

ea

ed


Chapter 05 | Development

MFA Thesis Process Book

Cert ifi

m co

d foo offthehoo k. .go w

Cert ifi

Ce r tif i

d foo ea

m co

offthehook . .go

ed

Sustanable

ed

S

Ce r tif i

Cert ifi

m co

ww w

od Cert ifi

d foo

afo

d foo ea

tainabl Sus eS

ea

Se

ed

ww w

od Cert ifi

d foo

afo Sustainable

ea

Se

ed

tainabl Sus eS

ed

offthehook . .go

Sustainable d e

ww

Certified Sustainable Seafood

tainabl eS Sus ea

ed

177

Sustanable

S


Go off the Hook

178

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

179


Go off the Hook

Promoting Sustainable Fish Consumption

Poster Series

180


Chapter 05 | Development

MFA Thesis Process Book

181


Go off the Hook

182

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

183


Go off the Hook

Promoting Sustainable Fish Consumption

Social Media

184


Chapter 05 | Development

MFA Thesis Process Book

185


Go off the Hook

Video

186

Promoting Sustainable Fish Consumption


Chapter 05 | Development

MFA Thesis Process Book

187


06.



Go off the Hook

190

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

191


Go off the Hook

192

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

193


Go off the Hook

194

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

195


Go off the Hook

196

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

197


Go off the Hook

198

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

199


Go off the Hook

200


Chapter 06 | Go off the Hook

MFA Thesis Process Book

201


Go off the Hook

202

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

Spiced Cod

Sliders with Mango Slaw and Cilantro Aioli Opt for Pacific Cod since it is the more sustainable version of Cod. Spiced Cod Sliders with Mango Confetti Slaw and Cilantro Aioli are colorful, flavorful and sized perfectly. Commonly used in dishes like fish and chips, cod is a white fish with a firm, flaky texture and mildly sweet flavor. It’s a versatile fish and adapts to most cooking methods like sautéing, baking, poaching and frying. Recipe by Sonali.

Mango Confetti Slaw

spiced cod

Ingredients •

1 To make the Mango Confetti slaw, whisk the lime juice and honey

cod fillet

together in a bowl. Add the vegetables, mango and salt and toss to

1 tsp paprika

combine.

1 tsp dried thyme 1 tsp onion powder

2 To make the Cilantro Aioli, mix the yogurt, mayonnaise, cilantro

• •

½ tsp garlic powder

½ tsp salt

2 tbsp lime juice

1 tsp honey

2½ cups shredded red and green cabbage and carrots (or packaged coleslaw mix)

Cilantro Aioli

Directions

1½ lbs wild Alaskan

1 cup diced mango

1/8 tsp salt

and lime juice together in a bowl. 3 To make the spiced cod, cut the fish into 8 equal pieces. 4 Make a spice rub by combining the paprika, thyme, onion powder, garlic powder and salt together in a small bowl.Sprinkle both sides of the fish with the spice mix. 5 Heat the oil in a large nonstick skillet over medium heat and add the cod. 6 Cook 4 minutes then carefully flip the pieces over and cook another 3–4 minutes or until fish is cooked through.

6 tbsp plain nonfat or

7 To assemble the sliders, place each piece of spiced cod on a slider

reduced fat Greek yogurt

roll bottom. Top with a dollop of cilantro aioli and some mango

2 tbsp light mayonnaise

confetti slaw. Add the roll tops and serve.

2 tbsp chopped cilantro

½ tsp lime juice

1 tbsp olive oil

8 slider rolls

Your Notes

203


Go off the Hook

204

Promoting Sustainable Fish Consumption

Olive Oil

Chorizo

Coleslaw

Mango


Chapter 06 | Go off the Hook

MFA Thesis Process Book

205


Go off the Hook

206

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

207


Go off the Hook

208

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

209


Go off the Hook

210

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

211


Go off the Hook

212

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

213


Go off the Hook

214

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

215


Go off the Hook

216

Promoting Sustainable Fish Consumption


MFA Thesis Process Book

217


Go off the Hook

218

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

219


Go off the Hook

220

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

221


Go off the Hook

222

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

223


Go off the Hook

224

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

225


Go off the Hook

226

Promoting Sustainable Fish Consumption


Chapter 01 | Introduction

MFA Thesis Process Book

227


Go off the Hook

228

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

229


Go off the Hook

230

Promoting Sustainable Fish Consumption


Chapter 06 | Go off the Hook

MFA Thesis Process Book

231


Thank You To my Mom & Dad

To my Friends

I would never have been able to achieve this

Being away from home was the hardest thing

without your unconditional love, support

I’ve ever had to do, but you guys made San

& encouragement. I love you guys and I hope

Francisco home. Kavya, Hamda, Alma, Palak,

I’ve made you proud. Thank you so much for

Sruthi, and KP thank you for always being there

everything. I couldn’t have done this without

through all the highs and all the breakdowns,

you’ll being there.

and for all the encouragement! You guys made

To my Grandmom Who hated the thought of me being away from

this journey in grad school the most amazing and unforgettable experience for me.

her, but sent me all the way across the world

Thank you Jonathan, for being by my side

to support me and my dream.

constantly, for all the pep talks, for all the

To my Grandpa Who always believed in me and pushed me forward to learn and explore more. I miss you. To my Family A special thank you to my brother, aunt, uncle, and cousins for being there when I cribbed and complained. To my Instructors Thank you Carolina, this project wouldn’t be the same without your input. I really appreciate all the critic and the help. Thank

driving around and for making sure I survived each semester with a smile! I couldn’t have done it without your love, support, and encouragement. Thank you being there. To Sharan, CT, and Tereza, who always planned crazy nights whenever I was stressed. To Divya Sivaraman and Sitaram, who took me in as family and constantly supported me throughout grad school! Thank you Divs for all the help with my thesis project. I couldn’t have done it without you.

you for being patient and always helpful. I’ll

To Priya aunty and Sateesh uncle who were

always remember everything you taught me.

my home away from home, checking up on me

Thank you so much.

and making sure I had everything I needed.

Thank you John Nettleton, Hunter Wimmer,

To my lovely friends back home Sanju, Oliver

and Andrew Loesel. I feel extremely grateful to

and Richa for being by my side no matter

have you teach me. I’ve learned so much from

what. I couldn’t have done it without your

you and I wouldn’t be where I am without

constant support and encouragement!

you. Thank you Michael Kilgore, Alexandra

Love you guys :)

Rollo, Mary Scott, Bob Slote, David Hake, Phil Hamlett, Kathrin Blatter, Anthony Jagoda, Frank Pietronigro, and Shadi Kashefi for always being an inspiration, supporting me and pushing me forward.


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.