UC Berkeley’s Beahrs Environmental Leadership Program (ELP) took us on an educational exposure trip to the  Community Farmers Market in Santa Cruz one weekend during the three week program.  I had an interaction with one of the vendors that caught my attention. This led me to search for more information about the farmers markets in Santa Cruz and the specific vendor with which I spoke.

Santa Cruz Community Farmers Market (SCCFM). I learned that SCCFM operates in five Certified Farmers Markets in Santa Cruz. The  Westside Farmers Market  (the one we visited) is one of these five. SCCFM has been committed to their mission of ensuring the health of the community and the health of the local economy. The markets under SCCFM showcase the best in regional organic produce, pasture-raised meats, eggs and dairy products, sustainably harvested seafoods, and artisan goods.

Among the vendor booths at the Westside Farmers Market,  H&H Fresh Fish caught my attention. I got lucky because the individual manning their booth, Eric, was happy to answer my queries and curiosities about their products. I learned that the fish they sell are sustainably caught and most are sourced locally —coming from the Bay Area, specifically Half-Moon Bay. H&H Fresh Fish follows proper icing on their fish products to keep the fish fresh.

I also did a little online research to learn more about H&H Fresh Fish. They put into practice the principle of sustainability first, locality second. Thus, even when the local fishing season is slow, they will still provide consumers hand-selected, personally-sourced, sustainable imports.  They prefer local sources rather than imports, but the ultimate deciding factor is the company’s principle of making sure the fish are caught sustainably. They endeavor to ensure their customers are aware that proper fishing methods result in a healthier diet, a stronger local economy, and a more robust marine environment.

Insight. I wonder how long it took for this system to be established before consumers, fishers, and vendors began working harmoniously towards the goal of achieving sustainability of fisheries resource—meaning healthier marine resources and fisheries.  In achieving fresh and sustainably caught fish, individuals and groups have specific roles to play and specific actions to perform, changes to make, and tradeoffs.  A fisher must be using sustainable fishing gear like hook and line, and other gear that adheres to the criteria of the council/body that will certify fish source as ethically and sustainably caught. A vendor must only be buying fish caught sustainably, handling fish properly, and using proper icing to keep the fish fresh.

Scientific data are very important in the decision-making related to why sustainably caught fish should be promoted to consumers, fishers, and vendors. The United Nations estimates that over 80% of the world’s fisheries are in jeopardy due to overfishing. Strategic awarene—stressing both science and daily value—must be leveraged to encourage consumers to buy only sustainably caught fish and vendors/middle men to sell only fish that are caught sustainably.

Behavioral change intervention must have played an important role in getting this system to work. Behavioral change somehow took root among the participating fishers, consumers, vendors, and middle men. Examining the system that H&H Fresh Fish is using, I think they have done good consumer research and spent time to understand the consumers and use the information to address their needs. To empathize with the consumers and provide a solution that works for them is a win-win for both vendors and consumers.  What about on the fisher’s side? What is the value proposition for them to comply? Based on the information I read on the H&H Fresh Fish policy, if the fishers follow sustainable fishing methods, then their fish will be bought by the company as long as it passes set criteria. There is a guaranteed market waiting for fishers for their sustainably caught fish because more and more people are informed about the benefits of buying fresh and sustainable seafood.

How might we promote further sustainable fishing practices in the Philippines? I have reflected on this question. The work of Rare in the Philippines for more than 8 years has centered around inspiring coastal communities and promoting sustainable fisheries management and practices -- guided by its mission “ inspiring change so people and nature thrive”.  The setup to ensure catch and consumption of fisheries products that works in Santa Cruz, CA may be applicable in the Philippines. To date, a global initiative in Rare called FishForever is  underway and continues to progress toward achieving its goal to inspire and accelerate community adoption of a sustainable fisheries management system. FishForever is a community-led solution for revitalizing marine habitats, regenerating fish population and helping coastal communities reimagine their future. The FishForever campaign in the Philippine tackles different positive fisheries management behaviors of specific groups of target audiences of the campaign. Recognizing that overfishing is complex and requires creative problem solving and community-led solutions, the behavior change strategies  are tailored to specific groups of people ranging from municipal fishers, fish vendors, local legislators, key stakeholders, fishing organizations, and community leaders.

For coastal fisheries in the Philippines to reach this state, we will need an improved system that fosters both individual and collective change of behavior towards sustainable fisheries. It is challenging and difficult, yet it is possible. The transversal and ultimate value proposition to all groups of individuals (fishers, vendors, consumers) is that, given the proper enabling environment (a system) to allow individuals/ groups to demonstrate the specific behaviors, doing the right actions will benefit not only the ocean, but also the community and the local economy.  Lasting behavioral change will greatly impact lasting fish stocks, economies, and communities.

Divina Lade is a marine biology graduate of Xavier University -Ateneo de Cagayan. She is the Behavior Change Communication and Training Senior Manager at Rare Inc. (www.rare.org) . Rare is an non-profit environmental organization focusing on behavior change for conservation.