As countless unsustainable industries claim to go green, public messaging on seafood bears all the hallmarks of a branding pivot—call it a “bluewash.” (From 2021)
of the global fishing fleet. The seafood industry wants its consumers to associate seafood with modest subsistence fishing traditions, but the truth is that the vast majority of seafood—and especially that which is sold in industrialized nations—is obtained by methods that pose a direct threat to those ways of life.around sustainable seafood can be heated, there are still fundamental solutions on which conservation biologists and fisheries scientists agree.
However, rather than clarifying these diverse environmental stakes, the “blue food” narrative risks muddying the waters of the seafood sustainability debate by suggesting to consumers that a deeply destructive industry is actually sustainable, perhaps as an environmentally friendly alternative to factory-farmed meat. But it’s not that simple. The main beneficiaries of this sort of
are the big players in the fishing industry, who escape direct critique and benefit from a bluewashing bonanza that lifts all boats.
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