Exploring Business Strategy and Assessing the Potential for Sustainable Seafood Products in San Francisco Bay Area Seafood Restaurants

Abstract

The environmental costs associated with seafood production are of major concern. Major capture fisheries have been so depleted that recovery is uncertain. Despite this, seafood consumption is increasing. Aquaculture has helped meet this rising demand and is the world’s fastest growing source of food, but it can cause significant environmental harm. Restaurants are the largest single consumer group of seafood and as such could play an important role in mitigating the environmental problems surrounding seafood production. I investigated seafood knowledge and current decision strategies regarding use and marketing of seafood within the San Francisco Bay Area (Bay Area), to determine if awareness of seafood-related issues and integration of sustainable practices is higher in one of the most progressive and environmentally conscious cities. I used a combination of surveys and interviews. My goals were to 1) identify seafood decision-makers at targeted restaurants; 2) determine motivating factors driving seafood selection and purchasing of decision-makers; 3) characterize the attitudes and awareness of decision-makers about the marine environment; 4) evaluate decision-maker knowledge and sentiment related to seafood certifications; and 5) determine decision-maker willingness to use sustainable seafood products and to evaluate business strategy regarding seafood. From 31 completed surveys and 11 interviews I found decision-makers purchased seafood based primarily on quality and taste, while cost, health reasons, and environmental considerations were considered less important. Respondents were significantly better informed about environmental issues related to salmon farming and commercial fishing than with shrimp farming. Decision-makers were familiar with seafood certifications and labels to different extents, depending on the certification. Decision-makers felt positively about including sustainable products in their businesses and devoted time and energy specifically for integrating sustainable seafood and other products into their businesses. Decision-makers in this study had a good overall understanding of seafood related issues and certifications, though there were gaps in their knowledge, particularly with regards to shrimp farming and to some extent seafood certifications. They also had a greater knowledge of seafood related issues and were more willing to integrate sustainable seafood into their businesses than those surveyed in the nation-wide survey conducted by Seafood Choices Alliance (SCA 2003). Since the Bay Area is considered a culinary trend-setter, these results may be a harbinger of national level trends.