Our campaign for IOTC 2023 revolved once again around yellowfin tuna and the market’s efforts to get the Indian Ocean Tuna Commission to rebuild this overfished stock.
Because of the gridlock IOTC have been caught in over the last few years, trying to push through an effective rebuilding plan, a lot of our social media has revolved around familiar themes from previous campaigns.
However, we kicked the campaign off this year with a splash – launching our own brand of “canned tuna” at the Boston Seafood Show to highlight the dire state of yellowfin stock, complete with a totally honest, satirical label. We accompanied the product launch with social media in the week of the grand unveiling.
We then made use of the growing frustration by fellow environmental organisations, TUPA & WWF to unite in a collaborative campaign, bringing the force of all of our market partners together to emphatically demand that yellowfin populations be rebuilt in two generations and to end the misuse of the objections procedure by IOTC delegations that is responsible for stalling progress.
Are you coming to @SeafoodExpo_NA? On Monday, we'll be launching our own brand of canned tuna to introduce our latest #IOTC campaign!
— GlobalTuna (@GlobalTuna) March 10, 2023
Intrigued? Come along to the SFP @SustainableFish stand 1073 at 3PM EST to learn more & grab yourself a can of GTA tuna! #SENA #SENA23 pic.twitter.com/lTjJi7E5Zp
We wouldn't sell many cans with this marketing, but at least we're honest!
— GlobalTuna (@GlobalTuna) March 13, 2023
Customers are placing increasing value on sustainable tuna but overfishing of Indian Ocean yellowfin since 2015 is forcing our Partners to consider their sourcing @SustainableFishhttps://t.co/IhzLLWL0QZ pic.twitter.com/BpsiLWXSVm
“You have to wonder if all IOTC delegations appreciate the seriousness of the situation. Indian Ocean yellowfin is overfished & overfishing continues – putting everyone reliant on this fish at risk" 🎙️ @DrTomPickerell
— GlobalTuna (@GlobalTuna) March 14, 2023
Read all about our 'product launch': https://t.co/fO9IH9i4Au
How are Indian Ocean yellowfin stocks faring? The science says we need to cut the 2020 catch level by 30% to have a 67% chance of rebuilding the stock by 2030.
— GlobalTuna (@GlobalTuna) March 15, 2023
But spurious objections by some delegations at #IOTC is putting a rebuilding plan in jeopardy. https://t.co/IhzLLWL0QZ pic.twitter.com/mJdrda3TvP
What can a label tell you? In the case of our 'Overfished Indian Ocean Yellowfin Tuna' - quite a lot!
— GlobalTuna (@GlobalTuna) March 16, 2023
There's no tuna in our cans. Find out where it's gone: https://t.co/IhzLLWL0QZ pic.twitter.com/nL3eWa7M8R
Cans of our new "overfished Indian Ocean yellowfin tuna" have been sent to the fishing ministers of the IOTC members.
— GlobalTuna (@GlobalTuna) March 24, 2023
We want to see the stock rebuilt within two generations. To do this, the catch levels must be reduced by 30% compared to the 2020 catch.https://t.co/F2mFTBvtvU pic.twitter.com/J02XkHx2ae
An extraordinary campaign has been launched today between the GTA, @AllianceTuna, @WWF and their participating market partners to end the misuse of objections by #IOTC delegations & push for a rebuilding plan for overfished yellowfin tuna
— GlobalTuna (@GlobalTuna) March 31, 2023
More here 👉 https://t.co/ipL9UrfJcy pic.twitter.com/GAZkHtVMmv
There's 3 weeks until the 27th Session of the Indian Ocean Tuna Commission.
— GlobalTuna (@GlobalTuna) April 17, 2023
But that's not all we're counting down to. Time is running out to secure the future of Indian Ocean yellowfin.
Will this be the year #IOTC finally follows the science? #RebuildYellowfinTuna pic.twitter.com/UD1jLdHxWl
Got that feeling of déjà vu? The market's chief ask ahead of next month's #IOTC is once again to rebuild yellowfin tuna stocks.
— GlobalTuna (@GlobalTuna) April 19, 2023
Our position statement also includes asks on bigeye rebuilding, harvest strategies, observer coverage & Port State Measures 👉 https://t.co/tdeN2TBHSx pic.twitter.com/S3wrz8hNPE
Illegal, Unreported & Unregulated (IUU) fishing limits our ability to manage tuna stocks sustainably.
— GlobalTuna (@GlobalTuna) April 25, 2023
The market is calling on #IOTC delegates to be bold & require 100% observer coverage in industrial tuna fisheries, closing the door on IUU fishing in the Indian Ocean. pic.twitter.com/UMMbtO5smT
The science is clear: any Indian Ocean yellowfin catch limit agreed by #IOTC needs to be meaningful.
— GlobalTuna (@GlobalTuna) April 26, 2023
Anything less than a 30% cut compared to 2020 catch levels is unlikely to produce a favourable outcome for the stock.#RebuildYellowfinTuna pic.twitter.com/FACAd4UgQ8
Last year, the #IOTC adopted a first ever catch limit for bigeye after being identified as subject to overfishing in 2019.
— GlobalTuna (@GlobalTuna) April 28, 2023
The limit is still ~90% of the average catch over the last few years. #IOTC must ensure the limit is enforced, or risk making bigger cuts in the future. pic.twitter.com/HrhJ0NtooZ
If #IOTC delegates agree to limit Indian Ocean yellowfin tuna catch to 80% of 2020 levels, there would still only be a ~50% chance that the stock could be safe from overfishing.
— GlobalTuna (@GlobalTuna) May 1, 2023
The science is clear: IOTC must agree to at least a <70% threshold to give yellowfin the best chance. pic.twitter.com/RR9pu0eNHd
This is the 8th #WorldTunaDay that has passed since Indian Ocean yellowfin tuna was declared overfished.
— GlobalTuna (@GlobalTuna) May 2, 2023
Next week #IOTC delegates have a chance to agree to a rebuilding plan to recover this iconic species.
Please share this post to show your support #RebuildYellowfinTuna pic.twitter.com/YrIqBhO2r0
The market's patience is running thin.
— GlobalTuna (@GlobalTuna) April 27, 2023
16 market partners of the GTA, @AllianceTuna & @WWF have written statements outlining how #IOTC's inaction on overfished yellowfin is impacting their sourcing in the region 👉 https://t.co/yhwyhfztg7#RebuildYellowfinTuna @PrincesLimited pic.twitter.com/OeVo40MiZO
The overfishing of Indian Ocean yellowfin is preventing the market doing business in the area. Establishing a proper management plan would resolve this.
— GlobalTuna (@GlobalTuna) May 3, 2023
20 businesses have now written statements urging #IOTC to #RebuildYellowfinTuna 👉https://t.co/p483BcZS2C @NorpacExport pic.twitter.com/k48fRj9JXO
We need to break the cycle of a minority of CPCs each year holding a rebuilding plan for yellowfin tuna to ransom.
— GlobalTuna (@GlobalTuna) May 3, 2023
It starts by ending the misuse of the #IOTC objections procedure 👉 https://t.co/1PVKEmzFNy #RebuildTheYellowfinRoad #RebuildYellowfinTuna pic.twitter.com/3WA9h7V35W
Our Partners know all too well that sustainability sells in 2023.
— GlobalTuna (@GlobalTuna) May 4, 2023
But how do you market a product that's been overfished since 2015 with overfishing STILL going on?
Their only choice is to source it from elsewhere, meaning everyone loses out. #RebuildYellowfinTuna pic.twitter.com/LzdDypjISX
The symphony of voices from scientists, NGOs, consumers & the seafood supply chain, all demanding the #IOTC implement a rebuilding plan for yellowfin tuna is impossible to ignore.
— GlobalTuna (@GlobalTuna) May 5, 2023
#RebuildYellowfinTuna #RebuildTheYellowfinRoad pic.twitter.com/kRDaEZ1fUQ