Tasting Sustainability Helping Tucson restaurants ride the seafood sustainability wave
Commercial fisheries collapse by 2048 Loss of biodiversity will affect both humans and the environment. ● what fish eat ● what we eat ● balance of the ocean ecosystem Impacts of Biodiversity Loss on Ocean Ecosystem Services (Science, 2006) Worm, B et al.
Seafood consumer snapshot ● 15 lbs of seafood per capita every year ● Top choices include shrimp, salmon, tuna and tilapia 5 billion lbs ● per year Consumers spend more money eating seafood out than they do buying to cook at home
Tucson owners & chefs riding the wave! 8 out of 13 restaurants high to very high commitment to sustainability 5 out of 13 already sourcing some sustainable seafood items
And others are catching it! Sustainable seafood … ● is touted on website ● featured on menu ● promoted on social media ● advertised by restaurant servers
Tasting Sustainability project goals 1. Raise awareness 2. Help restaurants take steps towards sustainability 3. Provide support in signing up to be a Seafood Watch restaurant partner
Our challenge Initiate help attract younger build the affordable restaurants ride customers local brand sustainability the wave Millenials and young Seafood Watch brand Utilize current resources Levels of interest and professionals are an needs local relevance and program perks to commitment to important customer initiate partner process sustainability vary Both customer demand More customers want to and local restaurant trends Investigate possible Values and profit must be know where their food influence decisions support and incentives to considered comes from help restaurants take steps towards sustainability
Project team It was the perfect opportunity to positively impact the Tucson community while being able to hone my Baldemar Audeves interpersonal and leadership skills. Jordan Anderson Being a Tucson Native, I was extremely excited to be able to make a positive impact in my hometown. Carly Croman I saw L4G as an opportunity to be an agent of change in this city that I love. Sasha Hutabarat I am proud to be part of a change that can make an impact in Tucson. This internship was an opportunity to further develop my leadership skills, build upon my knowledge of public Yazmine Moore engagement and work to make a positive impact within the community. Juliana Provencio The internship was an opportunity to go beyond the classroom and create real change in my community. It was an amazing opportunity to get involved in my local community while making worldwide Brittany Rodgers #changeyoucansea Assistant Director for Community Relations, Special Events & The Jim Click Hall of Champions, University of Natasha Harrison, Project Lead Arizona Lauren Simonis, Project Lead Director of Operations, Flame Tree Initiative Kristin Blum, Catalyst Leading for Good, LeadLocal
BMC Framework for 16 week research process Methods that blend: Lean-start methods HCD principles Participatory action research
BMC Framework for research process Value prop Community stakeholder Stakeholder & testing engagement & focus situational analysis Understanding the group Community Empathy maps user (restaurants) focus groups Prototyping incentives Best practices research Restaurant Value or benefit that Rapid Experimentation interviews the Seafood Watch program offers Strategy needed to engage more restaurants Outreach strategy development
Key findings in data Research goal Tools used Findings ● Seafood Watch program user: restaurants ○ Goal: provide great food and experience for Stakeholder & customer Understanding situational ● Outreach strategy user: ASDM or Seafood Watch the user analysis, conservation partner as local hub of coordination empathy maps ○ Goal: Advance conservation mission through education and action ● Restaurants exist in challenging business environment ● Sustainability practices may not be cost-effective Understanding Best practices ● Restaurant-specific sustainability efforts are the landscape research ramping up ● Developing partnerships are key to supporting systems change in communities
Research goal Tools used Findings ● Local brand establishment is needed for recognition among customers ● Personal interest in sustainability only sometimes Value prop transfers to business practices Restaurant testing, ● Interest in attracting new, younger customers wants & needs restaurant ● Products are sourced from various distributors and interviews many restaurants use single-source ● Restaurants exist on a continuum of interest and commitment to sustainability
Research goal Tools used Findings ● Local brand establishment is needed for recognition among customers ● Personal interest in sustainability only sometimes Value prop transfers to business practices Restaurant testing, ● Interest in attracting new, younger customers wants & needs restaurant ● Products are sourced from various distributors and interviews many restaurants use single-source ● Restaurants exist on a continuum of interest and commitment to sustainability ● Partnerships imply that value is being transferred in both directions Community ● Value to restaurants must be enough to have them focus groups & invest limited time and resources Partnership stakeholder ● Help with reaching more customers is needed opportunities engagement, ● Sustainability education is needed for different prototyping reasons (basic understanding of issue, how to incentives answer customer questions, the sustainability story behind menu items)
Research goal Tools used Findings Restaurant-specific infographic ● Customer trends in sustainability choices ● Availability & price of sustainable seafood through distributors ● Local trends in restaurant sustainability practices Community focus Social media incentive Restaurant group & rapid ● Hip/urban restaurants are more likely to have social buy-in experimentation media presence ● Limited time to invest in posting (taking photos, crafting messages, measuring impact) ● 27 likes on 47 Scott Instagram for sustainable mussel posting with #sustainableseafood #thisistucson (13% reach, 211 total followers)
Research Tools used Findings goal Staff training incentive ● Restaurants currently offering sustainable seafood menu items interested in staff training ● Educating customers is not goal, rather being prepared to answer customer questions if asked ● Out of 7 staff interviewed at upscale restaurant, ○ 0 had customers asking/questioning about sustainable seafood ○ All were interested in learning more about seafood Restaurant Rapid sustainability buy-in experimentation ○ Owner & chef were interested in hosting sustainability-focused special events Special event incentive ● Experiment scheduled for May 7th, 2016 at Hotel Congress hosted Agave Fest ● Dinner features sustainable wild mexican shrimp ● Events can be restaurant hosted, conservation partner hosted or outside organization hosted
What parts of our research process do you have questions or concerns about? What questions do you have about our findings?
Tasting Sustainability Outreach Strategy Identify restaurant wave location Introduce to Seafood Watch Program Introduce to local efforts around sustainable seafood and partner presence Offer incentives for taking steps Restaurant engagement in sustainability towards sustainability that provide value
Riding the sustainability wave Early Adopters : Community-minded, flexible menu, owner/chef with a personal interest in sustainability Number: 2 Peaked Interest: very receptive to the idea of partnering with Seafood Watch and creating a brand centered on seafood sustainability Number: 8
Initiate affordable sustainability conversation & identify sustainability wave location Current resources New opportunities for Partner assistance Tools and incentives resources and incentives needed ● Engaging Restaurant partner restaurants Sustainability wave packet On-boarding process ● Connecting with assessment Seafood Watch staff appropriate resources
Raise awareness about fisheries and ocean health issues by introducing Seafood Watch materials New opportunities for Current resources and Tools resources and Partner assistance needed incentives incentives Restaurant-hosted ● Coordination Example: Agave Fest ● Hosting World Ocean’s Night Events Partner-hosted ● Volunteering to provide Example: Savor materials and education ● Updating infographic Restaurant-focused information with current Seafood Watch restaurant Restaurant-specific infographic and stats videos and online training marketing materials information ● Distributing print and digital versions
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