The issue of New Zealand’s marine environment is under increasing pressure from human activities. In recent times it has become more evident that overfishing has become a main issue destroying the Pacific ocean. The UN estimates that 70% of the worlds fisheries are now exploited to their limits, over-exploited or depleted Fishing operations have the most significant impact on the marine environment, both through the amount caught and the methods used to catch it. Fishing practices, such as bottom trawling and dredging, used by fisheries in NZ waters damage the marine environment and cause significant levels of by- catch (non targeted species).
Our aim is to educate consumers about overfishing. As well as to inform them to make more efficient decisions and encourage them to buy better substitutes rather than endangered marine species. Ultimately to steer them in a new and improved direction to preserve and maintain our marine species and environment.
Ocean friendly food truck //
Branding up an Ocean friendly food truck designed to educate consumers whilst they are buying seafood.
The truck will be serving genuine and sustainable species of fish (according to the season) and will educate where and how the seafood is caught.
Packaging //
The packaging has information and facts about the marine environment. This is designed to make it more interactive and social where consumers can sit down and share facts to spread the word. Once the food is packed and wraped our Get Hooked label/sticker is stuck on.
Handy items to take away and further educate consumers //
Take away recipe zine of sustainable substituted seafood. Educating consumers on what they can do with their ocean friendly seafood, as it will include tasty alternative recipes in it.
Go Fish playing cards are a fun and engaging way to learn and reinforce what fishes are good and bad to consume. This is mainly for the children to educate the new generation on the issue. The cards are colour
co-ordinated according to their rank regarding how sustainable they are. Red cards are the seafood you should avoid and blue are the sustainable alternatives people should use.
