October 23, 2005
10/23 - Chilean Sea Bass Debacle: a case study of the disorganization of ocean conservation
Yes, I know we're all supposed to project a positive image to the public that "We're winning!" so that people will want to be on a winning team and support ocean conservation, but at some level that becomes dishonest. Here's an excellent, excellent article in today's NY Times that provides a simple and clear picture of the sad state of world fisheries problems, complete with Daniel Pauly's honest and pessimistic assessments.
What I want to know is, "Why are they still selling Chilean sea bass at my local Mayfair Market down on Franklin Street in Los Angeles, California?" Why, after two years ago we told everyone at our Hollywood Ocean Night that Chilean sea bass is the worst fish to eat in terms of ocean conservation, and National Environmental Trust ran such a nice campaign on Take a Pass on Chilean Sea Bass, why is it still served at the Zen Grill down on 3rd Street? And why do I still mention this to environmentally interested people at parties and they all say, "Hunh?" because they've still never heard there's anything wrong with eating Chilean sea bass. And why haven't the major ocean conservation groups gotten together and dumped $1 million in a simple commercial telling people to stop eating Chilean sea bass and then run the hell out of it on television, so that at least a few million people could get this one, simple signal.
I just don't get it. And then I read in this article that, actually, the Marine Stewardship Council is on the verge of declaring South Georgia Island Chilean sea bass as "a sustainable fishery." Well then why have we been telling everyone to stop eating Chilean sea bass? This is truly the most discombobulated mass communications campaign ever waged. "We're asking you to not eat that delicious fish which is still being legally imported and is for sale at your local store is probably sustainably fished in South Georgia." And I've heard all along that NOAA has never felt the Chilean sea bass fishery to be in danger. Sheesh.
No explanations are needed. Only the awareness that mass communication is about three things -- simplicity, repetition and consistency. The Chilean seabass offered the possibility of the first two, its a shame to not see the third.
With all due respect to N.E.T. for their fine work, the Chilean sea bass mass communication effort has been a mess