Aboriginal Principles for Sustainable Aquaculture (APSA) Branding and Marketing Phase 3

Final Report

Aboriginal Aquaculture Association

AIMAP 2011-MA01

Background

The Aboriginal Aquaculture Association (AAA) developed a conceptual document describing the Aboriginal Certification of Environmental Sustainability (ACES). First Nations people have historically been recognized as environmental stewards in light of their dependence upon and protection of the renewable natural resources within their respective territories. Although environmental sustainability is a concept that is embedded within First Nation society, the development of a formal process by which these values can be expressed and incorporated within the context of an objective management framework is a new approach.

With the support of the Aquaculture Innovation and Market Access Program (AIMAP) the ACES program was further developed. The inclusion of First Nation values into such a management framework had not yet been realized and as a consequence has resulted in much of the developmental constraints faced by industry in Canadian coastal waters, particularly B.C. Phase 1 of the AAA-AIMAP project focused on the development of components of the ACES program.

Working jointly with Mainstream Canada and the Ahousaht First Nation, the AAA with the assistance of ISO Metrix developed the draft document of the standard.

Through this process it was agreed that the program name ACES should be changed so as to better reflect a broader range of criteria. The ACES program was renamed Aboriginal Principles for Sustainable Aquaculture (APSA). The standard includes environmental, social and economic and First Nations inclusiveness and transparency.

AIMAP Phase 2 of the project resulted in the development of an audit protocol and guidelines. Mainstream Canada's operation within the traditional territory of the Ahousaht First Nation was the first to receive APSA certification through this audit process.

This project, Phase 3 was designed to expand the reach of APSA and move the program closer to the market place by establishing a brand and a marketing strategy, which would include promotion of the program to First Nations and industry.

This project will further engage First Nations, industry and retailers with the result that all aquaculture industry sectors will have the ability to participate and demonstrate sustainability with respect to First Nation values, expectations and interests.

Phase 3 - Marketing & Branding

Phase 3 of the project was to expand the reach of APSA and move the program closer to the market place by establishing a brand and a marketing strategy, which would include promotion of the program to First Nations and industry.

The project laid out a multi pronged approach for the marketing and branding of the
APSA.

• Create a brand
• Promote the brand
• Create greater awareness about APSA with key groups
• Expand scope of participation by;
• First Nations
• Aquaculture Industry

The project included the participation by the Ahousaht First Nation and Mainstream Canada. The following contractors were retained to provide their expertise with specific skill sets: Curtis Wilson, a First Nation artist, created the APSA logo design; Salmon Communication assisted with development of communication material and strategy; and Colleen Perreault assisted with marketing and promotion. AAA staff, Richard Harry and Marguerite Parker oversaw the project and were key in delivering the AAA message regarding the APSA program to First Nations, industry, government and retailers.

Create a brand

The AAA wanted a logo that could be used for the APSA program; something simple that could be easily identified and associated with the AAA and the certification program. Working with the artist Curtis Wilson a logo was developed for use for the APSA Certification.

Instead of having an entirely different logo for APSA it was decided that the AAA logo would be modified in a way that it could be used for the APSA program. The AAA logo is a Ying Yang design, with one half depicting shellfish and the other finfish, it is done with traditional black and white colouring.

For APSA one side of the logo is faded while the other is highlighted. The finfish side is highlighted for use for finfish certification and the other for use for shellfish certification. Red highlights were incorporated into the design.

A consistent use of the AAA logo, utilizing a simple design will increase the likelihood that the logo and what it represents will be easily recognizable.

Promote the brand and create greater awareness

A marketing strategy was developed which included the following objectives:

• Increase awareness of the APSA program;
• Increase knowledge about the APSA program and its benefits; and
• Thereby increase overall interest to participate.

Potential audience to be targeted were identified including:

• First Nation Bands & Councils;
• Industry – Companies and key representatives;
• Elected officials – local, regional, provincial and Federal; and
• Government organizations – local, regional, provincial and Federal.

Communication:

• Key messages were developed;
• The benefits of participating in the APSA program were identified for each of the main groups; First Nations, Industry and retailers; and
• Various methods of communicating the message were identified: meetings, events, and printed material.

First Nations

APSA program information was presented at AAA Workshops. Workshops with Coastal First Nations were held in BC. The AAA was invited to attend and speak at the Waubetek Business Development Corporation workshop held in Sudbury providing an opportunity to introduce the APSA to eastern First Nation groups.

The AAA had the opportunity to introduce APSA at the National Aquaculture Working Group Meeting held in Vancouver. First Nation representatives from across Canada were in attendance. Wally Samuel, Ahousaht First Nation spoke of Ahousaht's experience with APSA and the benefits from their involvement.

The Ahousaht/Mainstream Canada protocol agreement and APSA certification was included as a case study in the presentation material highlighting the benefits of participation.

The AAA's involvement with the planning of the National Aboriginal Fisheries Forum (NAFF II) also provided a further opportunity to introduce and promote the APSA with First Nations from across Canada. APSA was included on the agenda of most of the Aboriginal Aquaculture Engagement Initiative (AAEI) sessions that were held in various regions of Canada. This provided wide exposure of APSA to First Nation communities.

Industry:

The AAA met with industry representatives at one on one meetings. There has been increased awareness by industry of APSA as a result of the work done in Phase 2 with the Ahousaht and Mainstream Canada. Other companies based in BC are considering using the APSA standard in development of their partnership arrangements with First Nations. Grieg Seafood and Marine Harvest Canada are actively looking at the potential to utilize APSA.

Richard Harry was invited to be a keynote speaker at the Seafarmers Conference held in Halifax. APSA was included as part of his presentation introducing APSA to industry delegates, members of the Aquaculture Association of Nova Scotia.

Retailers:

During the Aquaculture Standards meeting held in Ottawa there was an opportunity to meet with representatives from Loblaws. While there is interest in the APSA there needs to be a critical mass before the retailers will take note of the program. There are a number of certification programs that are coming forward and retailers are working through what programs will best fit their needs. Once there are more operations that have achieved the APSA standard and there is increased involvement and participation by First Nations in aquaculture development it is believed that retailers will respond.

Government:

The AAA had standing at the Cohen Commission. Support for the APSA certification program was included amongst the recommendations that the AAA made to the Commissioner.

The AAA participated in an advisory capacity in the development of the Aquaculture in Canada 2012: A Report from the Aquaculture Sustainability Reporting Initiative. Included within the publication is information o the AAA APSA. This is a national publication with wide exposure.

The AAA also had an opportunity to meet with the Minister of Department of Fisheries and Oceans, Minister Ashfield. Included in the material reviewed and provided to the Minister was the APSA.

Expand scope of participation

First Nations have become increasingly aware of the APSA program. There is increased interest by First Nations to use APSA to ensure that their unique sustainability goals are met.

As mentioned earlier in this report there is increased interest by industry with APSA. Grieg Seafoods and Marine Harvest Canada are actively looking to include APSA in their work with First Nation partners.

Work will continue to create greater awareness of the benefits of APSA and to promote
First Nations and industry participation.

Conclusion

With the support of the AIMAP, the AAA conceptual document was made a reality. There is increased awareness of the APSA program and its benefits. This third party certification program provides greater assurance that aquaculture operations within a traditional territory are achieving the sustainability goals of both the First Nation and the aquaculture operator.

APSA certification is a significant achievement for both the First Nation and the aquaculture operator:

• Certification signifies that the First Nation is successfully bringing essential economic revitalization to its community – without sacrificing social or environmental values; and
• Certification signifies that the aquaculture operator is respectful of the values and aspirations of their First Nation partner.

What APSA certification does

For First Nations

• Recognizes unique sustainability goals;
• Emphasizes importance of economic and social sustainability;
• Provides greater certainty that sustainability goals will be achieved;
• Ensures strong voice in environmental management of traditional territory; and
• Improves communication with aquaculture partner.

For aquaculture companies

• Provides greater certainty that operational and sustainability goals will be achieved;
• Increases understanding of First Nation values and concerns;
• Improves communication with First Nation partner;
• Enhances public awareness of company's environmental and social responsibility;
• Creates greater product acceptance among environmentally conscious consumers; and
• Provides potential of novel marketing opportunities for APSA‐certified products.

For retailers and foodservice operators

• Provides greater assurance of environmental sustainability of APSA‐certified products; and
• Provides potential of novel marketing opportunities for APSA‐certified products.

For consumers

• Provides greater assurance of environmental sustainability of APSA‐certified products.

The AAA will continue the work of creating greater awareness of the program and promote participation by First Nations and industry. AIMAP has provided the AAA with the essential tools to continue to build this program.