About 80 percent of the world’s seafood production occurs in developing countries,including Indonesia. The challenge is to break the commodity trap that holds on to a principal: produce seafood as much as possible, as quickly as possible, and as cheaply as possible. This may be achieved through changing the system from within and build a new system for example, value based economy, fishing certification or development of a new financing mechanism from the banking sector. All of which aimed to create sustainability of marine resources for the prosperity of human beings.The “Choose Your Seafood Right!” campaign aims to increase national demand on sustainable/responsible seafood products that will lead to increase adoption of sustainable fishery practices among seafood industries in Indonesia, that in the end will stop further destruction of marine habitats and will stop overfishing.
The campaign will focus its concern on 4 primary species which are tuna (including skipjack), grouper, snapper, and shrimp and secondary species which mostly are found as bycatch fishing practices, which are turtle, shark, dugong, whale, rays, etc.
Campaign activities will be concentrated in 6 major cities in Indonesia: Jakarta, Surabaya, Denpasar, Medan, Manado, and Makassar. Through an earlier conducted study, the six cities have been identified as cities with the highest consumption and/or production of seafood.