Revealing how farmed fishing diets are stripping the oceans bare
Food and AgricultureChallenge
Use findings of Changing Markets’ on-the-ground investigations to highlight the significant food security, environmental and ecosystem impacts of fishmeal and fish oil (FMFO) production, and put pressure on companies and retailers to stop harmful practices and make investors aware of issues.
Solution
Launched global PR and digital campaign, highlighting the link between high street supermarkets and unsustainable, illegal fishing practices ahead of World Food Day. Brokered a partnership with Hugh Fearnley-Whittingstall to gain media attention and build credibility.
Result
Delivered more than 25 pieces of quality coverage, reaching an online audience of 759 million. Highlights included BBC World Service, Radio France International, El Pais and The Independent. Radio coverage had a combined weekly listenership of 36 million.
Impact
The Indian government announced intentions to curb FMFO factory expansion due to depleting fish stocks. Skretting, a major FMFO producer announced $2 million investment in alternative fish feeds. Waitrose, Aldi, the British Retail Consortium and Seafood Norway were all held to account and responded to report findings in the media.
Media Coverage
