Marketing and Comms
Bosch and WWF Team Up to Make Sustainable Seafood Consumption Mainstream

Growing demand for seafood and a global population growing at a rate of 75 million people every year has put ocean resources under significant strain. Approximately 90 percent of global fishing grounds are now over-fished or fully-exploited. Sustainable consumption of seafood is therefore imperative, and one of the only ways to reverse the decline and collapse of fish stocks within our lifetime.

Home appliance giant Bosch has teamed up with WWF to combat overfishing and encourage Singaporeans — one of the world’s biggest consumers of seafood — to consume seafood sustainably.

The partnership involves a two-part marketing campaign, #KnowYourSeafood, designed to underscore the threat overfishing poses to the health of the oceans and show conscious consumption can help combat its effects.

The first part of the campaign is a cooking video series, which sees Bosch culinary ambassadors prepare popular dishes with sustainable seafood varieties. The second, a WWF Seafood Cookbook, features recipes and useful tips aimed to help consumers make more responsible choices when cooking seafood dishes.

According to the WWF’s Singapore Seafood Guide 2016, three out of four seafood types in Singapore are unsustainable. Together with the support of top chefs and restauranteurs from across the globe, Bosch and WWF hope the video series and cookbook will encourage consumers to embrace responsible seafood alternatives.

“With a 50-year track record in preserving biodiversity, WWF is the perfect sustainability partner,” said Chua Leng Leng, director of marketing at Bosch. “Working together, we hope to fulfill our shared mission in getting consumers to sustain our oceans by simply paying closer attention to the seafood they eat.”

The #KnowYourSeafood videos are now available online on the Bosch Home Appliances YouTube channel. The WWF Sustainable Seafood Cookbook is set to release in the first half of 2017.


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