Think Fish Week, Netherlands

The Think Fish Week runs from 8-14 September (week 37). It is an initiative of three independent organisations: MSC, ASC, and WWF. 85% of the Dutch supermarkets take part, also suppliers of fish and A-brands such as John West, Queens and Iglo cooperate.

The goal of Think Fish Week is to increase the knowledge of the public about sustainable fish products. Also, we want to encourage people when purchasing fish, to make a sustainable choice (MSC or ASC).

It is a week in which consumers are being encouraged to choose for sustainable and responsible fish products. The participating supermarkets will promote MSC- and ASC-certified products, and together with ASC and WWF we will create social media buzz. With the kick off event we will try to attract media attention.

This is the second year that we organize the Think Fish Week in the Netherlands. In 2013 the communication around Think Fish Week existed mainly of materials for retailers to ease the in store navigation towards MSC- and ASC- products.This year more attention will be given to the story behind the Think Fish Week: the importance to choose for MSC- and ASC- certified fish products. This year also more attention will be given to the communication outside the supermarkets (out of store). For example, we will create a lot of buzz on social media and we contacted influencers to help us spread the word about Think Fish Week. We created a Fish Quiz, we want people to take a “fish selfie” (#viselfie), and we will organize a press event with chefs to kick off the Think Fish Week.