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SeaChoice, Canada’s most comprehensive sustainable seafood program, is about solutions for healthy oceans. Five internationally respected Canadian conservation organizations—Canadian Parks and Wilderness Society, the David Suzuki Foundation, Ecology Action Center, Living Oceans Society and Sierra Club British Columbia—formed SeaChoice to help Canadians take an active role in supporting sustainable fisheries and aquaculture at all levels of the seafood supply chain.
Working in collaboration with the Monterey Bay Aquarium’s acclaimed Seafood Watch program, SeaChoice undertakes science-based seafood assessments, provides informative resources for consumers, and supports businesses through collaborative partnerships.
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The site's main purpose is to provide deep insight into seafood sustainability and to highlight the work the org does to assess hundreds of various seafood types and their impact on the environment and human health.
The main elements of this site are a blog / articles component, a search /discover component, and the assessments themselves. Most content will be handled with Wordpress, fyi.
SeaChoice wants a site that has a clean and professional look, with ocean-themed imagery, but which leads people to investigate and browse their database of assessment reports. They stand behind their 'science'...a lot of work goes into the assessments and their findings (Best Choice, Some Concerns, Avoid) are taken very seriously by the industry and consumers alike. Thousands of seafood products in North America bear a SeaChoice assessment sticker of approval.
Users will come to the site to a)read the articles b) educate themselves on seafood sustainability, and c) browse or search the assessments for specific fish or out of curiosity.
Audience: food lovers, chefs, home cooks, and people who generally think about food and sustainability.
As you can see from the current site, not many user needs are being served. We want to update the look and feel, make it more friendly and engaging, and help people to understand their seafood purchasing better.
The rating of seafood is done in a "red, yellow, green" rating system; much like a traffic light. Consumers are encouraged to seek out Best Choice (green).
SeaChoice has suggested the Myriad font family.
We are working on getting a better logo file.
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