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SUSTAINING THE SEA WITH
EACH BITE The Story Behind Our Brand
SuSea 5
Sustaining The Sea With Each Bite The Story Behind Our Brand
TABLE OF CONTENTS
CHAPTER 01 / OCEAN ISSUE & TARGETS
OCEANS IN JEOPARDY WHY OUR OCEAN IS THREATENED?
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NEW IDEAS FOR US AND THE OCEAN
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CREATING A SUSTAINABLE LIFESTYLE
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MEET OUR SUSTAINABLE GOURMETS
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SuSeatoday.com Table Of Contents
0.0 SuSea’s BRANDING BOOK
CHAPTER 02 / OUR IDENTITY
CHAPTER 03 / BRAND EXTENSIONS
A BRAND NEW LIFE
IT’S ABOUT OUR EVERYDAY
THE HARMONY BETWEEN US AND NATURE
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WHAT DO WE OFFER OUR GOURMETS?
THE STANDARD STRUCTURE OF OUR LOGO
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HEALTHY AND SUSTAINABLE IDEAS IN A PACKAGE
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WHAT DOESN’T SUIT OUR LIFESTYLE?
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DELICACY AND SUSTAINABLITY ON WHEELS
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THE BALANCE OF OUR COLOR PALETTE
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WELCOME TO OUR SUSTAINABLE HOT SPOT
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THE WORDS BETWEEN YOU AND US
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HOW DO WE CONNECTS TO OUR GOURMETS?
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WHAT IS OUR ONLINE PRESENCE?
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HOW DO WE PROMOTE OURSELF?
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71% of the earth and all of its creatures are made of water. The health of the ocean represents the health of the earth.
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Seventy–five percent of wild marine fish are now said to be either fully–exploited or overfished.
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Worldwide, experts believe that ďŹ sheries bycatch is in the range of 27,000,000 metric tons.
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BlueďŹ n tuna has been considerated exploited heavily for decades. However, the commercial ďŹ sheries still catch more than 4.5 Million tons of tuna every year.
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Massive giant jellyfish are taking over the ocean ecosystem: apparently caused by overfishing, declining water quality, and rising temperatures. When an ecosystem is dominated by jellyfish, it’s a sign the fish population is in trouble.
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CHAPTER 01
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OCEAN ISSUE & TARGETS
OCEANS IN JEOPARDY WHY OUR OCEAN IS THREATENED? NEW IDEAS FOR US AND THE OCEAN CREATING A SUSTAINABLE LIFESTYLE MEET OUR SUSTAINABLE GOURMETS
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SuSeatoday.com Why Our Ocean Is Threatened?
WHY OUR OCEAN IS THREATENED?
1.1 OCEAN ISSUE
The amount of seafood has drastically decreased over the last five decades because of commercial fisheries, habitat destruction, poor fish farming management and our growing appetite. The ocean ecosystem supports us in several important ways, such as climate regulation, recreation, transportation, and trade. But the most important aspect is its ocean ecosystem and food security. Fishing from the oceans provides an important source of protein for the human population, especially in the developing world. Fishing also contributes significantly to the world’s economy. During 20th century, the impact of overfi shing around the globe and
into deep waters was far–reaching, due to the increase of motorized vessels, the widespread availability of cheap oil, refrigeration, and increasingly effective technology. These developments made fishing an intensive global industry. Humans became the dominant marine predators on earth, and now, our appetite appears to be near the limit of what the oceans can support.
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Sustaining The Sea With Each Bite Oceans In Jeopardy
96% 48% 30% 28% 22% 20% 4%
THE RELATIVE THREATS TO MARINE SPECIES
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BYCATCH
COMMERCIAL FISHING
HABITAT DESTRUCTION
POLLUTION
NOISE POLLUTION AND COLLISIONS
CLIMATE
INVASIVE SPECIES
SuSeatoday.com Why Our Ocean Is Threatened?
In 2003, a report in “Nature magazine” documented that a 90% decline in the populations of the fish commonly offered in markets and on restaurant menus, owing to the expanding global markets. Decades of overfishing and bycatching lead to the loss of habitat by destructive and non–ecofriendly trawling and long–lining fishing practices. The recent past has shown that humans have long considered the oceans to be an infinite resource, putting these species at a risk. Nineteen scientists
collaborated in a study of human impact on twenty marine ecosystems around the world and reported in Science, February 2008 that no area was free of human influence, which depleted fisheries endangering other fish, marine mammals, and sea birds. The fishery communities face this urgent situation: the quality and quantity of seafood are decreasing. Our oceans face many threats, and their future is in jeopardy.
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It doesn’t have to be this way. The seafood we eat has a huge impact on our health and our ocean’s health. We can create a better future.
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Sustaining The Sea With Each Bite Oceans In Jeopardy
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NEW IDEAS FOR US AND THE OCEAN
1.2 BRAND STORY
Sustainable Seafood Su
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SuSea wants to create a better life for healthy people and the marine ecosystem through choosing sustainable seafood. It encourages people to change their seafood eating habits and choose sustainable seafood to continue our ocean resources for many more generations. SuSea is creating harmony between humans and nature by connecting a healthy life style with a better quality of life for the ocean. SuSea believes in creating a happy, healthy and sustainable lifestyle. It’s time to make a difference with your informed sustainable seafood eating habit.
SuSea In order for people to have a happy, healthy and sustainable life on the planet, we need to start living with our planet in a hamonious way. Sustainable seafood uses environmently friendly fishing practices, which create the healthy and harmonious relationship between the ocean and people, and can endure forever. It’s important for people to understand the impacts of our seafood choices and change with some new sustainable seafood eating habits—think little, change a lot. This main idea of sustainabiilty has formed our values and help us build SuSea.
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SuSeatoday.com New Ideas For Us And The Ocean
WHAT IS SUSTAINABLE SEAFOOD? Sustainable seafood is a way to keep the oceans thriving and manage the ocean resources into the our future. Informing consumers can make all the difference by knowing where the seafood comes from and making wise, responsible and sustainable choices, which means choosing seafood either caught or farmed using an environmentally friendly practice. Fishing practices which are sustainable target plentiful seafood species, including those smaller and lower on the marine food web, which can reproduce quickly to sustain their populations. They also use environmental safeguards such as curbing bycatch and reducing other destructive fi shing practices. Sustainable fi sheries
have to be well managed, they use accurate seafood population monitoring and regulations, which can track seafood from a fi shing boat to the plate. Nowadays, fi shing farms produce half of all the seafood around the world, but not all of them are created equal. Sustainable fi shing farms minimize environment impacts, such as pollutions, disease, and other damage to the ecosystem, which other wild species depend. They also avoid using wild窶田aught marine species as feed, a practice that puts huge additional stress on wild seafood species.
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Sustainable seafood uses environmentally friendly fishing practices, which create a healthy relationship between the ocean and us, and can endure forever.
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Sustaining The Sea With Each Bite Oceans In Jeopardy
PEOPLE MAKE SMART SEAFOOD CHOICES.
RETAIN NATURAL ENVIRONMENT
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SUSTAIN THE SEAFOOD RESOURCES.
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CREATNG A SUSTAINABLE LIFESTYLE
1.3 OUR VALUE
Having a healthier and sustainable lifestyle isn’t only benefits us, it also supports the natural environment in which we live. SuSea provides you the vision of clever, sustainable and deslicoius seafood ideas. Enjoying delicious food is one of best thing in our lives. but we don’t really think about where the food comes from, or the effects of possible toxics on our body, other than the fact that it makes us feel more alert. At SuSea we believe that in order to create a sustainable positive future, we need to inform, learn and adopt the idea of sustainable. Without question, eating is the basic and important principle to make us staying healthy and supporting our necessary energy. SuSea
is not just care about seafood eating habits, it’s also encourage you to have the food couscious, which means to raise concerns with every aspects of the food produce, include agriculture, food manufacturing, transportation and distribution, consumption and waste. SuSea believes every little smart responsible food choices will combine in a big healthy and sustainable living environment, which will gives back to ourselves.
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Sustaining The Sea With Each Bite Oceans In Jeopardy
MEET OUR SUSTAINABLE GOURMETS
1.4 TARGET AUDIENCES
You are what you eat. Experience your different seafood advantures with our sustainable gourmets. Everyone experience the wotld through their food choices. Each dishes seemed to be different than other place: they garnished with delicate vegetables, seasoned with unique
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spices and cooker with freshest ingredients. These are SuSea’s sustainable gourmets. They are a lot like you.
SuSeatoday.com Meet Our Sustainable Gourmets
SHIRMP LOVER
ADAM
Adam got his chef certification in his favorite city Provence. He dreams to be a chef since his first taste the most delicious stewed seafood gumbo in Frence. He is passion about cooking every kinds of food, and only use sustainable meat/seafood and local vegetables/seasonings in his foods, and believes the fresh and high quality of ingredients are the most important key elements in every delicious meals.
RAINBOW TROUT LOVER
JESSICA
Jessica is a competitve account supervisor. She is active, confident and passionate about her works. She loves to go to Yoga class and has begin to ride a bike to work. She likes to try some delicious and special foods during her meal time. She has a strong desire to be healthy and are interested in staying fit as well as doing something good for the earth. Jessica doesn’t has too much time to learn the information about food ingredients, but she is willing to pay more money to buy local or organic food.
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Sustaining The Sea With Each Bite Oceans in Jeopardy
TILAPIA LOVER
KERRY
Kerry is a housewife, has a small vegetable garden in her backyard. She grows some vegetables and cook them for her familes, sometimes she will give some of her fresh lemons to her neighborhoods as a gift. She has strong health conscious, and believes healthy body comes from healthy food ingredients. Kerry is eager to know the various nutrition between different food and want to cook something good for her familes.
ROCK CRAB LOVER
MELISSA
Melissa is a columnist who care about social issue in San Francisco Chronicle. She consumes conspicuous, dress fashionable and use to attend different occasion. She tries to learn as much as possible about different subjects because it’s important to be able to write about interesting and unique things. She has strong justice, and consider her pen is her weapon to reveal something bad. Melissa believes people has the power to make our world better.
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SuSeatoday.com Meet Our Sustainable Gourmets
MUSSEL LOVER
ANTON
Anton is an environmental scientist and believes in the unity of humanity and the earth. He lives in an apartment near his labtory. He eats local sustainable food , shops fair trade or C2C label products. He cares about the glogal climate change and the destruction of nature habitats. Sometimes he will gave some speeches in schools to promote the importance of natural environment.
CATFISH LOVER
ERICA
Erica is very active, upbeat, optimistic and gregarious. She is a graduate student and have a bachelor degree in Biological Science. She loves nature and treats it as a precious classroom. She studied hard and use her personal time as a volunteer at Academy of Science mesume. She loves to share any kinds of animal issue and information to others.
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It is important for us to know the impacts of our seafood choices. A chance for sustainable life and better future is in our hands.
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CHAPTER 02
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OUR IDENTITY
A BRAND NEW LIFE THE HARMONY BETWEEN US AND NATURE THE STANDARD STRUCTURE OF OUR LOGO WHAT DOESN’T SUIT OUR LIFESTYLE? THE BALANCE OF OUR COLOR PALETTE THE WORDS BETWEEN YOU AND US HOW DO WE CONNECTS TO OUR GOURMETS? WHAT IS OUR ONLINE PRESENCE? HOW DO WE PROMOTE OURSELF?
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Sustaining The Sea With Each Bite A Brand New Life
US SUSTAINABLE SEAFOOD OCEAN RESOURCES
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SuSea Sustaining the sea with each bite
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THE HARMONY BETWEEN US AND NATURE
2.1 BRAND IDENTITY
SuSea is a healthy and sustainable attitude for our life. The SuSea logo is made of the union of three key elements: us, sustainable seafood and ocean resources. It isn’t only about ocean ecosystem. With the vision of SuSea into all corners of our living environment, our health and our next generations’. It is more than a logo mark, it is a set of value and spirit of SuSea.
also points the three dimemsions at once: us, sustainable seafood and ocean resources. These three dimensions combine into a circle, which recall the connection between SuSea and all parts of our living environment.
These intersection circle are overlaped, which represent tbe shape of SuSea’s mission. It is
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THE STANDARD STRUCTURE OF OUR LOGO
2.2 LOGO ANATOMY
There are two official logos for SuSea Our signature is the most prominent expression of SuSea brand. Each element and space are important to us, which should be used correctly and consistenly. There are two configurations of the signature: primary and alternates. The
MARK
SuSea
WORDMARK
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TAGLINE
SIGNATURE
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primary signature should always be considered first, except for the following situations where the alternate primary configuration may be used: web/smart phone application icon and poster design.
SuSeatoday.com The Standard Structure Of Our Logo
The clear space of SuSea signature Clear space is the area surrounding the signature that must be kept free of other graphic elements. In order to make the signature good impact, it is required to have enough clear space around the mark all the times. The minimum required
PRIMARY
clear space is defined by the measurement “X” as shown. This measurement is equal to the height of the lowercase letters of wordmark.
Mark+Wordmark+Tagline
SuSea
x=the x-height of “u”
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ALTERNATE
Mark+Wordmark
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Sustaining The Sea With Each Bite A Brand New Life
WHAT DOESN’T SUIT OUR LOGO’S STYLE?
2.3 INCORRECT USES OF LOGO
The logo should always be used in our standard. An important factor in creating a visual identity is the consistent presentation of the identity elements. Therefore, the way SuSea signature is display must be given careful
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attention. Shown to the right are some examples of incorrect uses of the SuSea mark, logotype and signature.
SuSeatoday.com What Doesn’t Suit Our Lifestyle?
SuSea DON’T Change the logo type.
DON’T Distort the logo.
DON’T Use visual effects.
DON’T Flip the logo mark.
DON’T Rotate the logo.
DON’T Change the color of the mark.
DON’T Shear the logo
DON’T
DON’T
Gradient the signature.
Overlap the mark and the logo type.
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100% 80% 60%
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SuSeatoday.com The Balance Of Our Color Palette
THE BALANCE OF OUR COLOR PALETTE
2.4 BRAND COLORS
SuSea’s color palette combines the feeling of clean, warm and friendly. The SuSea signature is representing our brand, and the colors shows SuSea spirit and promotes
its recognition, we must use our coporate colors consistently.
PANTONE SOLID MATTE 2985M PANTONE SOLID COATED 2985C PANTONE SOLID UNCOATED 2985U
PANTONE SOLID MATTE 315M PANTONE SOLID COATED 315C PANTONE SOLID UNCOATED 315U
C=60 M=0 Y=O K=0 R=90 G=200 B=240
C=60 M=0 Y=O K=60 R=50 G=105 B=130
PANTONE SOLID MATTE 361M PANTONE SOLID COATED 361C PANTONE SOLID UNCOATED 361U
PANTONE SOLID MATTE 357M PANTONE SOLID COATED 357C PANTONE SOLID UNCOATED 357U
C=80 M=0 Y=100 K=0 R=20 G=165 B=55
C=80 M=0 Y=100 K=50 R=10 G=105 B=35
PANTONE SOLID MATTE 101M PANTONE SOLID COATED 101C PANTONE SOLID UNCOATED 101U
PANTONE SOLID MATTE 425M PANTONE SOLID COATED 425C PANTONE SOLID UNCOATED 425U
C=0 M=0 Y=70 K=0 R=255 G=240 B=100
C=0 M=0 Y=O K=85 R=75 G=75 B=80
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Sustaining The Sea With Each Bite A Brand New Life
THE WORDS BETWEEN YOU AND US
2.5 BRAND TYPEFACES
The selected typefaces of SuSea can express our spirit on printed materials. SuSea’s logo typeface is Bryant, selected for it’s clear, concise and modern friendly forms, which set a confident, approachable and friendly feeling for SuSea communication. SuSea also use Bryant for title and quote fonts.
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Using Serifa for readling text in smaller point sizes. Serifa is a complete font family that brings a welcome atmosphere and achieves good legibility and readability to SuSea printed materials.
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Bryant light Regular Medium Bold ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^& *(),./:;<>?!”{}|\
Serifa Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 01234567890!@#$%^&*(),./:;<>?!”{}|\
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Sustaining The Sea With Each Bite A Brand New Life
HOW DO WE CONNECT TO OUR GOURMETS?
2.6
STATIONERY SYSTEM
The comprehensive stationery system is how SuSea presents itself and connect to other healthy sustainable gourmets. When communicating with our gourmets and people who are eager for a healthier life, it is important for SuSea to establish a business system that maintain a consistent visual voice.
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For this reason, SuSea has created a complete business system. All printed or electronic communication should be used appropriately with this business system.
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BUSINESS CARD SPECIFICATIONS Paper size: 3.5 x 2 in (89mm x 51mm) Margin to both sides: 0.25 in Name: 9pt Bryant Bold Title: 7pt Serifa Extra Light Address / Tel / Email: 7pt Serifa Extra Light Exhibit shows actual size.
Yen YEH
Founder
415-699-7708 yen@SuSeatoday.com 1415 Steiner St Apt 503 San Francisco, CA94115
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SuSeatoday.com How Do We Connects To Our Gourmets?
LETTERHEAD SPECIFICATIONS Paper size: 8.5 x 11 in (216mm x 279mm) Margin to both sides: 0.75 in Address / Tel / Email: 7pt Serifa Extra Light Signature size: 1.35 in x 1 in Exhibit shows 30% of actual size.
SuSeatotay.com
SuSea Sustaining the sea with each bite
1415 Steiner St. Apt 503 San Francisco, CA94115
suseatoday.com info@suseatoday.com
May 21, 2011 Rebecca Anderson 2258 Howard Street, Suite 100 San Franciso, CA 94105
Dear Ms. Anderson, I am pleased to introduce you SuSea—a project that create a better life for healthy people and the marine eco–system through choosing sustainable seafood. Fishing from the sea provides an important source of protein for the human population. However, decades of destructive fishing practices have lead to a threatening decline in available seafood supplies. Ninety percent of the fish population commonly offered in markets and on restaurant menus are predicted be extinct by 2048.
SuSeatoday.com
To improve upon the current ocean situation, SuSea is encouraging people to change their seafood eating habits and choose sustainable seafood to continue our ocean resources for many more generations. SuSea is creating harmony between humans and nature by connecting a healthy life style with a better quality of life for the ocean. Please join us with your sustainable seafood choices—think little, change a lot. For more information, visit our website at SuSea.com, and share this movement with others.
Sincerely,
SuSea Sustaining the sea with each bite
1410 Steiner St Apt503 San Francisco, CA94115
Yen YEH Founder
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WHAT IS OUR ONLINE PRESENCE?
2.7
WEBSITE AND SMARTPHONE APPLICATION
Through various digital tools, SuSea gives us an oppurtunity for sustaining our living environment no matter where you are. WEBSITE For easy access to our servces and experiences, SuSea’s website features for our gourmets from different location. The website is a great resource for the good, healthy and sustainably minded community. SuSea brings educational, informational, easy to follow and delicious concerns together on a single platform. “Ocean Crisis” gives you basic knowledge about the current ocean
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situation. “Seafood Choices” informs you how to choose the right seafood and what seafood you should not choose. “Seafood Recipies” for sustainable cookers. “SuSea on Wheels” is the platform for the latest information of SuSea’s food truck events, menus and the location. For more information, please visit our website: SuSeatoday.com
SuSeatoday.com What Is Our Online Presence?
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OCEAN CRISIS This page gives you basic knowledge about current ocean situation.
SEAFOOD CHOICES This page informs you how to choose the right seafood and what seafood you should not choose.
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SuSeatoday.com What Is Our Online Presence?
SEAFOOD RECIPIES This page is for sustainable cookers.
SUSEA ON WHEELS This page is the platform for the latest information of SuSeaâ&#x20AC;&#x2122;s food truck events, menus and the location.
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SuSeatoday.com What Is Our Online Presence?
SMART PHONE APP Every SuSea mobile application puts all sustainable seafood information and resources literally in your hand. All the specialized seafood guides, recipes, and sustainable seafood restaurant reviews will turn your phone into your necessary tool for sustaining your healthy life. Itâ&#x20AC;&#x2122;s easy to be informed what is the best sustainable seafood for you on the go.
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SuSeatoday.com How Do We Promote Ourself?
HOW DO WE PROMOTE OURSELF?
2.8 ADVERTISEMENTS
A series of SuSea posters convey our important message, you can make your sustainable and healthy seafood choices at anytime and anyplace. Promoting SuSea’s mission and informations with posters is an excellent way to convey our message. It is also an important touch point for people to interact the unique experience with SuSea.
SuSea cares about “the moment of making a choice,” which means you can make a right, sustainable and healthy seafood choices, no matter if you are in a grocery store, an seafood restaurant, or a sushi restaurant.
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Buying your daily groceries in a sustainabe way. Itâ&#x20AC;&#x2122;s the basic essentials for your healthy life.
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CHAPTER 03
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BRAND EXTENSIONS
IT’S ABOUT OUR EVERYDAY WHAT DO WE OFFER OUR GOURMETS? HEALTHY AND SUSTAINABLE IDEAS IN A PACKAGE DELICACY AND SUSTAINABLITY ON WHEELS WELCOME TO OUR SUSTAINABLE HOT SPOT
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Three Pocket–Sized Promotional Brochures Pocket Guide Seasonal Seafood Wheel Mailable Poster and Postcards Magnet Wallet USB Drive
SuSea PRODUCTS Promotional Items
SuSea ON WHEELS
SuSea HEADQUARTERS
Food Truck
Restaurant
Business Plan
Interior Design
Food Truck Exterior Design
Exhibition Area
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SuSeatoday.com What Do We Offer Our Gourmets?
WHAT DO WE OFFER OUR GOURMETS? Delicious Experience
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Informational Tools
With SuSea’s mission to provide you a healthy and sustainable attitude in the daily life. We will focus on creating various experiences and products to make you interested, need and understand the connection between healthy life and sustainable living environment. The services and products we offer with comprehensively and carefully well–designed to suits your needs. Moreover, SuSea will be
3.1 BRAND EXTENSIONS
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SuSea
the friendly and knowledgeable seafood choices voices in your daily life. The selection of SuSea’s products, services and events will prove to be effective for the overall healthy development for you. These services and experiences will strive to be influential in your life.
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Informative and userâ&#x20AC;&#x201C;friendly tools will guide you and your family to enjoy delicious seafood and a healthy sustainable lifestyle.
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HEALTHY AND SUSTAINABLE IDEAS IN A PACKAGE
3.2
SuSea PRODUCTS
SuSea provides a bag containing informational products. They communicate why and how we should change to sustainable seafood eating habits. In order to achieve a comprehensive sustainable and healthy lifestyle, SuSea emphasizes the important aspect of our everyday life: eating. We provide a series of small brochures, pocket guide, seasonal seafood wheel, mailable poster and postcards, USB businesscard and magnets. While everyone prefer different seafood choices in their meal time, these products will guide
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us to know why and how we should stay in a sustainable lifestyle. SuSea believes in going back to our roots to choose some of the most natural and harmonious ways for achieving a sustainable and healthy life.
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SuSeatoday.com Healthy And Sustainable Ideas In A Package
THREE POCKET–SIZED BROCHURES These three pocket–sized brochures is to promote the main concept of SuSea—create harmony between human and nature by connecting a healthy and sustainable life. • The end of the ocean—the impact of our seafood choice is the history of fishing, and its imapct on the crisis of ocean ecosystem. • New ideas for the sea—sustainable seafood choices in your pocket talks about the idea of sustainable seafood and the list of best or avoid seafood. • Cooking for good change—the world’s best sustainable seafood recipes shows how you can cook the sustainable, healthy and delicious for your beloved family or friends. To cook and enjoy something tasty and also good for you and the environment.
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POCKET GUIDE This handysized pocket guide is designed to promote a concise understanding of sustainable seafood and guide you to what seafood is best to choose and what seafood you should avoid putting in your shopping cart. 85
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SuSeatoday.com Healthy And Sustainable Ideas In A Package
SEASONAL SEAFOOD WHEEL Eating seasonal seafood means you are accessing the freshest and highest quality seafood. This seasonal seafood wheel is designed to promote an understanding of seafood seasons and show you what seafood is in season at different time of the year. It helps people make informed decisions about when to buy the right seafood.
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SuSeatoday.com Healthy And Sustainable Ideas In A Package
MAILABLE POSTER The mailable poster has two sidesâ&#x20AC;&#x201D;one side is the main poster image, the other side is the concise information of current ocean crisis and the idea of sustainable seafood. This poster can be posted outside to promote the idea of SuSea or it can be folded as a postcard and mailed to other people.
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POSTCARDS The mailable postcards are customer–driven approach—everyone who love seafood can help to promote the idea of sustainable seafood. The series of postcards can be mailed to restaurants, grocery stores or your friends. It can tells your beloved restaurant or grocery store you need more sustainable seafood meals or products. This also encourages people to share the SuSea movement by themselves.
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MAGNET PINS These four magnets are a gift for promoting SuSea. They are multiâ&#x20AC;&#x201C;funtional, it is not only a magnet, but also a bottle opener. You can put it on the refrigerator or your desk in the office, which can remind you of the idea of sustainable healthy lifestyle.
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SuSeatoday.com Healthy And Sustainable Ideas In A Package
WALLET USB DRIVE The Wallet Drive is a promotional product for SuSea, which are credit card sized USB flash drive. They will store SuSea’s informative files, including PDFs of the three pocket–sized brochures, pocket guide, seasonal seafood wheel and mailable poster. People can promote SuSea by giving others this informational flash drive.
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Cooking with sustainable ideas is delicious, healthy, and good for our environment.
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SuSeatoday.com Delicacy And Sustainablity On Wheels
DELICACY AND SUSTAINABLITY ON WHEELS
3.3 SuSea ON WHEELS
SuSea’s food truck enhances the lives of our gourmets. It makes the world a better place by taking sustainable seafood, which is delicious, quality and affordable to the people. SuSea’s food truck is a playful new cuisine wrapping the quality of fine dining with the cost and convenience of sustainable seafood. We served sustainable seafood meal for a growing market of mobile food truck, which can offer office professionals who want to have some convenient, healthy and delicious meals during their mealtime.
convenient meals but also good food for their health and the environment. Our sustainable seafood meals bridge the gap between appetites and natural environment at an affordable price. The food truck will distribute our meals though SuSea’s food truck located on the street in San Francisco Bay area.
SuSea’s food truck offers men and women between the age of 25 and 45 who desire
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BUSINESS SUMMARY San Francisco Bay area is considered one of the greatest Metropolitan areas in the world for many things, including open minded multicultural, happening theater scene, and the diversity food service. Mobile food vehicles—trucks, trailers and even push carts—have made their presence known on streets and school campuses, at businesses and in parks. The mobile food truck trend in San Francisco Bay area is infused with a veritable and multicultural personality. Formerly, lunch from a food truck might entail a shriveled hot dog. Today, the state of the food truck is healthy, and increasingly high–end. According to the National Restaurant Association, Americans are expected to spend $630 million on food this year from mobile vendors in 2011. Although research reveals that the population of food truck has been growing, there is no appropriate sustainable seafood truck available for gourmets to choose in mealtime. SuSea will be the first mobile food truck to serve various and delicious sustainable seafood meals that is good for our health and the ocean. The government began to promote sustainable food system for public health, environmental sustainability and social responsibility, which have helped to create a sustainable food craze in San Francisco.
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Looking to turn the country’s gourmet interest in mobile food trucks into a means of enjoying delicious seafood and raising awareness on sustainable environment issues, SuSea’s food truck will serve and encourage people to choose various sustainable seafood in their daily life. Because of the potential increasing number of sustainable seafood lovers, the ocean ecosystem and marine species will have more time to reproduce and sustain their population. SuSea will be introduced, make stops and set up shops to cater to people in the San Francisco Bay area. SuSea’s food truck will serve affordable, delicious sustainable seafood meals that create a healthy and harmonious relationship between the ocean and people. We will sell our sustainable seafood meal through our designed food truck—SuSea on wheels, which can go to where the customers are.
SuSeatoday.com Delicacy And Sustainablity On Wheels
FOOD TRUCK EXTERIOR DESIGN
I SUSEA
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SuSea MENU
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MARKET SUMMARY
PRODUCTS INFORMATION
According to Time Magazine the number of people in America spent $16.7 billion who on sustainable or local food in 2009 and sales are expected to rise by 20% this year. Moreover, the government has been promoting environmental ethics and has encouraged public participation in choosing sustainable and local food system. Changes in consumer’s food eating habits have led to a growing interest in personal health and well–being, which has become an important component of San Francisco. Research reveals more and more San Francisco people are willing to choose sustainable and local food during on grocery list because they focus on healthy living.
SuSea’s food truck will serve five main dishes and three appetizers. Our seafood will work with CleanFish, a sustainable seafood company in San Francisco Bay area. The ingredients and vegetables will all come from Eatwell farm, which is a local farm in San Francisco Bay area. SuSea ON MENU SuSea brings you classic seafood, which is redefined with a fresh attitude, simple flavors and a healthy smack of gourmet irreverence. We serves the freshest seafood sourced from well–managed suppliers of sustainable seafood and delivers it to you fast and affordably.
TARGET SUMMARY SuSea’s primary target customers are working professionals, who are confident, knowledgeable and passionate about their careers. They don’t directly limit eating at restaurants or food stands but like to try some convenient, healthy and delicious meals during their meal time. Our secondary customers are tourists who enjoy to try some different food at restaurants or on the street. These consumers have a strong desire to remain healthy and are interested in trying different gourmet food style as doing something good for the environment.
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Emerging target market for sustainable seafood
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New small business with no brand recognition
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Design concept combines sustainable idea with delicious meal
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Lack of management experience
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Lack of chef experience
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Sustainable seafood capitalize on growing concern for the environment
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Limited start–up capital
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Established relationship with local food manufacturer ensures quality control, environment and economic health in San Francisco Bay area
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Limited number of seafood meals offered during start up
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WEAKNESS
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THREATS
• STRENGTHS
• OPPORTUNITIES
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Expand the number of menu items offered
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Other brands might copy the concept
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Expand local retail distribution
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Mass market knockoffs
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Expand to international markets
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Inability of changing people’s seafood eating habit to sustainable idea
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FINANCIAL PLAN SuSea food truck will be financed through a combination of capital raised from private investors and a bank loan. Start-up capital needed is $130,000. This wil consist of a loan in the amount of $50,000, combined with a personal contribution of $80,000 from the family of Yen Yeh. SuSea will seek approval of a small business loan, which will be repaid and equal installments over a period of 10 years, at a monthly interest rate of 9%. MARKETING AND BRANDING PLAN SuSea food truck will focus on healthy, delicious and affordable promotional strategies to raise public awareness of sustainable seafood and develop loyal customers. We will introduce ourselves through press kits and develop a series of events that encourages customer interaction. Our delicious seafood meals, designed packaging, and food truck visual display will be key as well.
On the other hand, SuSea understands that the better we know our customers, the better we can serve them. Through online social networks, such as our website, Facebook, Twitter and Yelp, we will provide menu information, alert consumers to up–coming events and share the latest information about sustainable seafood. We will talk about the lifestyle we love and look forward to hearing about the things our customers love. KEY SUCCESS FACTORS •
Acceptance of the sustainable concept and healthy lifestyle by our target customer
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Ability to maintain a productive relationship with the sustainable seafood company and local food manufacturer to ensure quality, price and delivery
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A marketing campaign that informs and educates the customer to the current ocean situation, sustainable seafood’s features and benefits
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Delicious seafood and the friendly service will build a return customer business
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Build successful interactive platform with customer through our own website or other social network platform, such as Facebook, twitter and yelp 105
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ROLES AND RESPONSIBILITIES
Retail Operation
SuSea food truck will open for business with one chef and two part–time food service associates. The founder will be general manager. The accountant will be signed with contract. The two part–time food service associates will take shift-duty for this job. They will have their own work schedule.
• Directs SuSea appropriate merchandising strategy to maximum sales • Oversees daily operation to ensure outstanding customer service • Assesses staff performance and provides frequent feedback • Prepares staff schedule
GENERAL MANAGER The general manager will be responsible for all aspects of the business including strategic planning, P&L, marketing and menu operations. The general manager will provide leadership and set an example to enhance the brand identity and customer experience.
Business Management and Development • Creates, implements and manages all budgets • Monitors food truck sales and margin • Hires and supervises staff • Executes monthly payroll • Determines pricing • Be a member of “Off the Grid” (a mobile food truck organization) to gather information about the food truck market and establish social network through it • Reviews food magazines and joins the food truck event with Off the Grid
Marketing • Plans and executes special events and other promotional activities. 106
Team Management • Monitors team performance • Ensures each staff is adequately trained • Provides clear direction to staff and solicits ideas and feedback CHEF The chef will be responsible for all activity in kitchen, include cooking the delicious and meal and ensuring hygiene at kitchen. The chef need to driven by the knowledge of sustainable seafood. PART TIME SERVICE ASSOCIATES
The food service associate will be responsible for building a good relationship with customers and ensuring that they have a positive eating experience. ACCOUNTANT
The accountant is responsible for the validity of all financial statements, and must perform his/her duty in accordance with all applicable principles, standards and laws.
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SuSea FOUNDER / GENERAL MANAGER
CONTRACT ACCOUNTANT
FOOD SERVICE ASSOCIATES
CHEF
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Orders, sources and negotiates all kitchen supplies and food materials
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Engages with customers and provides excellent customer service
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Manages all orders and reorders
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Decide and design what food items are on the menu
Provide the knowledge of sustainable seafood with customers and promote the idea of sustainable lifestyle
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Maintain a clean cooking environment and a productive relationship with customers
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Maintain a productive relationship with manufacturers to ensure quality and on–time delivery
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Identifies the needs of each customer and provides accurate meal information
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Maintains a neat and clean selling environment
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Prepares SuSea’s profit and loss statements and monthly closing and cost accounting reports
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Recommends computer software systems and manual filing systems
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Develops and maintains financial data base. Manages payroll, cash receipts and disbursements, invoicing, month end and annual financials, and tax reports
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GROCERY BAG SuSea is constantly striving to promote a healthy and sustainable attitude in our daily life. When you go to a grocery store and the corner market, SuSea encourages you to use our reuseable shopping bag. It’s made with sustainable and durable fabric, which doesn’t produce unnecessary garbage to our living environment and it’s easy to clean. This reuseable grocery bag can be folded in a small handy size, which makes it easier to carry in your bag.
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PRODUCE BAG This reusable produce bag has everything you need to reign in those fresh vegetables and more. Youâ&#x20AC;&#x2122;ll find a ton of uses for them outside the grocery store as well. They make the perfect carrier for travel accessories, shoes, or other little things.
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ECO–FRIENDLY UTENSILS Our eco–friendly utensils are multifunctional and made from sustainable materials. You can use them as chopsticks, a fork or a spoon. These eco–friendly utensils are more hygienic, easy to clean and can carry in your bag.
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Sustainaing the sea with each bite
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SuSeatoday.com Welcome To Our Sustainable Hot Spot
WELCOME TO OUR SUSTAINABLE HOT SPOT
3.4
SuSea HEADQUARTERS
Those who desire to have a SuSea meal but canâ&#x20AC;&#x2122;t meet it on the street, can have an appealing experience at SuSea restaurants. Our SuSea restaurant is located in a feeling of friendly and warm environment, there will be exhibitions inside the restaurant, which is about the connection between ocean and our daily life. Every weekend at SuSea restaurant features some special events, including the intelligibly lectures about basic ocean information, cooking classes for sustainable seafood, and some ocean scientific activities for children.
Everyone at SuSea restaurants will have a new experience and appreciation of the connection between ocean and their life. All SuSea restaurants are under LEED Green Building System certificated. The food ingredients for our signature meals come from sustainable resources, which are under MSC and USDA certificated.
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SOFA & MEDIA AREA
RESTROOM
DINING AREA & WALL EXHIBITION
ENTRANCE
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PARKING SPACE FOR SuSea FOOD TRUCK
SuSeatoday.com Welcome To Our Sustainable Hot Spot
FLOORPLAN OF SuSea RESTAURANT SOFA & MEDIA AREA Our customers can relax on our sofa and enjoy our selected ocean issue videos.
GIFT SHOP
GIFT SHOP In order to promote the idea of sustainable life, SuSea will sell our signature promotional products and other ocean issue books and sustainable life magazines in our gift shop.
STAIRS SuSea grows vegetables on our sustainable rooftop garden. Go to upstairs and enjoy our meals in our green outdoor dining area.
PARKING SPACE FOR SuSea FOOD TRUCK STAIRS
Here is where we park our designed food truck and serve delicious meals.
DINING AREA & WALL EXHIBITION People can enjoy their meals and our wall exhibition in this comfortable area. 119
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DINING AREA AND WALL EXHIBITION Customers can get some basic knowledge about the connection of ocean and our eating habits while they enjoy our sustainable seafood meals. The exhibition will change every three months to fit the lastest information about ocean situation and sustainable news.
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able seafood uses environmentally friendly ďŹ shing es, which creates a healthy and harmonious relationship n the ocean and people, and can endure forever.
afood is a way to keep the oceans thriving and manage the oceanâ&#x20AC;&#x2122;s resources into the future. Informed consumll the difference by knowing where the seafood comes from and making wise, responsible and sustainable eans choosing seafood either caught or farmed using an environmentally friendly practice. For more Information, at SuSeatoday.com or follow us on Facebook, Twitter or Yelp!
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DINING AREA AND WALL EXHIBITION The exhibition will have some simple infographics to show the importance of our seafood choices and environment.
MEDIA PLAYER This media player will play different videos or documentaries, which relates to ocean issues.
WHY SUSTAINABLE SEAFOO
Decades of destructive fishing practices, people’s appetite and
have lead to a threatening decline in available seafood sup
can be done to stop overfishing and habitat destruction—the a point where they can no longer recover.
INFORMATION STAND This information stand will have different brochures, articles or flyers to promote the idea of sustainable attitude in our life.
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Creating change with each choice, Sustaining the sea with each bite.
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form of by any means, without the written permission of SuSea Designed and written by SuSea Demography and chart by SuSea Typeface: Bryant, Serifa Š 2011 SuSea 128
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