The New England Aquarium has been helping Gorton's put added weight behind its familiar "Trust the Gorton's Fishermen" advertising jingle.
This is the fifth year of a sustainable seafood partnership between the aquarium and the 164-year-old Gloucester seafood company that brought us the fish stick in 1952.
"We work with them to help advance the sustainability of the seafood that they buy and sell," said Tania Taranovski, manager of the aquarium's Sustainable Seafood Programs. "We really look at things throughout the supply chain …down to the producer level, whether it's the fishermen or fish farmers."
The aquarium works with the seafood industry to promote responsible fisheries management, providing scientific advice on ocean-friendly aquaculture and wild-caught fishery operations. Clients include Ahold USA, parent company of the Stop & Shop Supermarket Co., and Darden Restaurants, whose eateries include Red Lobster and Olive Garden.
"Having the expertise of the New England Aquarium scientists behind us is invaluable," said Lisa Webb, Gorton's supply chain vice president. "The team advises us on how to ensure greater environmental accountability with our fish sources."
Taranovski started by assessing the environmental statuses of each species used in Gorton's products, including habitat impacts, fishing practices and overall health. The aquarium and company work toward the "common vision" of the Conservation Alliance for Seafood Solutions. Formed in 2008 by 16 U.S. and Canadian conservation groups, it outlines six steps as a framework for businesses that want to work on seafood sustainability.
"It includes things like education of staff, suppliers, consumers … improving the traceability of the supply, making procurement changes in favor of sustainability," Taranovski said.
One joint project worked to improve the feed source for tilapia raised on Asian fish farms that Gorton's uses. Another involved pollock, an important species for Gorton's that's used for products such as fish sticks and breaded fish fillets. Gorton's joined an alliance to improve the Russian fishery so it could earn Marine Stewardship Council certification, which came last month.
Working with Gorton's has been rewarding, according to Taranovski. "Sure, there are things about working with business that if you're working solely on an issue from a (non-government organization's) perspective you might take a different tack," she said. "But ... they're providing livelihoods. They have contracts ... shareholder interests and pressures that a company has that you have to take into account. It requires a different approach but … working together, we feel we can make more change than working independently."
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