Ecotrust Canada is all about designing and building innovative solutions that get us closer to a triple bottom line economy, an economy that builds not only financial wealth, but also social/cultural equity and ecological health.
Guided by this mission, for the past several years we have maintained a focus on the commercial fishing sector. Why? Because fishing has traditionally been a significant economic driver for coastal communities in BC, as well as a livelihood for many with tremendous social/cultural significance. It is Ecotrust Canada’s hypothesis that the decline of our commercial fishing fleet, as a result of fisheries management policies, corporate consolidation, and the globalization of markets, has direct consequences for the health of our ocean resources. To counteract this trend, our vision is to strengthen small boat, owner-operator, multi-cultural and multi-generational fisheries across BC.
ThisFish™ is one of our initiatives in this arena. A state-of-the-art social networking and seafood traceability program, ThisFish™ is an online tool that maps seafood from boat to plate. Designed and built with invested partners including fishermen, processors and retailers, ThisFish™ encourages consumers to ‘trace’ their purchase on the Internet using a simple tracking code – in so doing meeting the fisherman who caught their dinner and finding out more about their seafood and the industry that supports it. This innovation not only increases community access to markets, it creates an unprecedented level of transparency across the seafood supply chain. Ultimately, ThisFish™ fosters trust and authenticity in the seafood market, making it easy for consumers to judge the quality and sustainability of seafood products. That’s a win for fishermen, consumers, processors and the planet.
We think that this gentle way of connecting consumers with producers can go a long way towards building shared values and a shared commitment to a more sustainable fishing future.