Tasting Sustainability Helping Tucson restaurants ride the seafood - - PowerPoint PPT Presentation

Tasting Sustainability

Helping Tucson restaurants ride the seafood sustainability wave

Commercial fisheries collapse by 2048

Impacts of Biodiversity Loss on Ocean Ecosystem Services (Science, 2006) Worm, B et al.

Loss of biodiversity will affect both humans and the environment.

• what fish eat
• what we eat
• balance of the ocean

ecosystem

Seafood consumer snapshot

• 15 lbs of seafood per capita every year
• Top choices include shrimp, salmon, tuna and

tilapia

• Consumers spend more money eating seafood
• ut than they do buying to cook at home

5 billion lbs per year

Tucson owners & chefs riding the wave!

8 out of 13 restaurants high to very high commitment to sustainability 5 out of 13 already sourcing some sustainable seafood items

And others are catching it!

Sustainable seafood…

• is touted on website
• featured on menu
• promoted on social

media

• advertised by

restaurant servers

Tasting Sustainability project goals

1. Raise awareness 2. Help restaurants take steps towards sustainability 3. Provide support in signing up to be a Seafood Watch restaurant partner

Our challenge

Initiate affordable sustainability build the local brand attract younger customers help restaurants ride the wave

Levels of interest and commitment to sustainability vary Values and profit must be considered Seafood Watch brand needs local relevance Both customer demand and local restaurant trends influence decisions Millenials and young professionals are an important customer More customers want to know where their food comes from Utilize current resources and program perks to initiate partner process Investigate possible support and incentives to help restaurants take steps towards sustainability

Project team

Baldemar Audeves It was the perfect opportunity to positively impact the Tucson community while being able to hone my interpersonal and leadership skills. Jordan Anderson Being a Tucson Native, I was extremely excited to be able to make a positive impact in my hometown. Carly Croman I saw L4G as an opportunity to be an agent of change in this city that I love. Sasha Hutabarat I am proud to be part of a change that can make an impact in Tucson. Yazmine Moore This internship was an opportunity to further develop my leadership skills, build upon my knowledge of public engagement and work to make a positive impact within the community. Juliana Provencio The internship was an opportunity to go beyond the classroom and create real change in my community. Brittany Rodgers It was an amazing opportunity to get involved in my local community while making worldwide #changeyoucansea Natasha Harrison, Project Lead Assistant Director for Community Relations, Special Events & The Jim Click Hall of Champions, University of Arizona Lauren Simonis, Project Lead Director of Operations, Flame Tree Initiative Kristin Blum, Catalyst Leading for Good, LeadLocal

BMC

Framework for 16 week research process Methods that blend: Lean-start methods HCD principles Participatory action research

BMC

Framework for research process Understanding the user (restaurants) Value or benefit that the Seafood Watch program offers Strategy needed to engage more restaurants

Stakeholder & situational analysis Empathy maps Best practices research Value prop testing Community focus groups Restaurant interviews Community stakeholder engagement & focus group Prototyping incentives Rapid Experimentation Outreach strategy development

Key findings in data

Research goal Tools used Findings Understanding the user Stakeholder & situational analysis, empathy maps

• Seafood Watch program user: restaurants

○ Goal: provide great food and experience for customer

• Outreach strategy user: ASDM or Seafood Watch

conservation partner as local hub of coordination ○ Goal: Advance conservation mission through education and action Understanding the landscape Best practices research

• Restaurants exist in challenging business

environment

• Sustainability practices may not be cost-effective
• Restaurant-specific sustainability efforts are

ramping up

• Developing partnerships are key to supporting

systems change in communities

Research goal Tools used Findings Restaurant wants & needs Value prop testing, restaurant interviews

• Local brand establishment is needed for recognition

among customers

• Personal interest in sustainability only sometimes

transfers to business practices

• Interest in attracting new, younger customers
• Products are sourced from various distributors and

many restaurants use single-source

• Restaurants exist on a continuum of interest and

commitment to sustainability

Research goal Tools used Findings Restaurant wants & needs Value prop testing, restaurant interviews

• Local brand establishment is needed for recognition

among customers

• Personal interest in sustainability only sometimes

transfers to business practices

• Interest in attracting new, younger customers
• Products are sourced from various distributors and

many restaurants use single-source

• Restaurants exist on a continuum of interest and

commitment to sustainability Partnership

• pportunities

Community focus groups & stakeholder engagement, prototyping incentives

• Partnerships imply that value is being transferred in

both directions

• Value to restaurants must be enough to have them

invest limited time and resources

• Help with reaching more customers is needed
• Sustainability education is needed for different

reasons (basic understanding of issue, how to answer customer questions, the sustainability story behind menu items)

Research goal Tools used Findings Restaurant buy-in Community focus group & rapid experimentation Restaurant-specific infographic

• Customer trends in sustainability choices
• Availability & price of sustainable seafood through

distributors

• Local trends in restaurant sustainability practices

Social media incentive

• Hip/urban restaurants are more likely to have social

media presence

• Limited time to invest in posting (taking photos,

crafting messages, measuring impact)

• 27 likes on 47 Scott Instagram for sustainable

mussel posting with #sustainableseafood #thisistucson (13% reach, 211 total followers)

Research goal Tools used Findings Restaurant buy-in Rapid experimentation Staff training incentive

• Restaurants currently offering sustainable seafood menu

items interested in staff training

• Educating customers is not goal, rather being prepared

to answer customer questions if asked

• Out of 7 staff interviewed at upscale restaurant,

○ 0 had customers asking/questioning about sustainable seafood ○ All were interested in learning more about seafood sustainability ○ Owner & chef were interested in hosting sustainability-focused special events Special event incentive

• Experiment scheduled for May 7th, 2016 at Hotel

Congress hosted Agave Fest

• Dinner features sustainable wild mexican shrimp
• Events can be restaurant hosted, conservation partner

hosted or outside organization hosted

What parts of our research process do you have questions or concerns about? What questions do you have about our findings?

Tasting Sustainability Outreach Strategy

Identify restaurant wave location Introduce to Seafood Watch Program Introduce to local efforts around sustainable seafood and partner presence Offer incentives for taking steps towards sustainability that provide value

Restaurant engagement in sustainability

Riding the sustainability wave

Early Adopters: Community-minded, flexible menu, owner/chef with a personal interest in sustainability Number: 2 Peaked Interest: very receptive to the idea of partnering with Seafood Watch and creating a brand centered on seafood sustainability Number: 8

Initiate affordable sustainability conversation & identify sustainability wave location

Tools Current resources and incentives New opportunities for resources and incentives Partner assistance needed On-boarding process Restaurant partner packet Seafood Watch staff Sustainability wave assessment

• Engaging

restaurants

• Connecting with

appropriate resources

Tools Current resources and incentives New opportunities for resources and incentives Partner assistance needed Events World Ocean’s Night Restaurant-hosted Example: Agave Fest Partner-hosted Example: Savor

• Coordination
• Hosting
• Volunteering to provide

materials and education Restaurant-specific marketing materials Seafood Watch restaurant videos and online training Restaurant-focused infographic and information

• Updating infographic

information with current stats

• Distributing print and

digital versions

Raise awareness about fisheries and ocean health issues by introducing Seafood Watch materials

Tools Current resources and incentives New opportunities for resources and incentives Partner assistance needed Strong local brand Seafood Watch website partner listing Seafood Watch branding materials for website, social media, and menu Promotion of local restaurants taking steps towards sustainability or becoming Seafood Watch restaurant partners Tips on how to effectively use branding

• Updated local

restaurant partner list for events & promotion

• Social media

posting & reposting

• Lead by example

and have visible commitment to

• nly eating

sustainable seafood

Engage the local community in taking steps towards sustainability

Tools Current resources and incentives New opportunities for resources and incentives Partner assistance needed Incentives Branded pocket guides Seafood Watch staff support Staff training Special event partnerships Promotion assistance

• Coordination
• Providing training
• Advertising and

cross-promotion

• Social media

posting and reposting to networks

Energize local networks to connect more partners to Seafood Watch program

Tools Current resources and incentives New opportunities for resources and incentives Partner assistance needed ASDM partnership World Ocean’s Night Established local hub for restaurants Opportunities to feature new sustainable menu

• fferings, promotions &

events Desert Museum partner listing on website

• Communicate with

restaurants on regular basis to raise awareness, engage in sustainable seafood community, and energize networks through incentives

Energize local networks continued...

Build a Local Seafood Watch Brand

Our Minimum Viable Product (MVP) aims to implement the outreach strategy sections that allow for limited time and resources while achieving maximum impact. #sustainableseafood #thisistucson #changeyoucansea #sustainableseafoodpledge @leading4good @leadlocal @desertmuseum @montereybayaquarium

Local Action Plan for World Ocean’s Night

ACTION WEEK 1 WEEK 2 WEEK 3 WEEK 4 Establish hub for local action for restaurant sustainability Advertise special event Target millenial customers Fish face social media campaign Utilize Seafood Watch marketing & education materials Target restaurant social media profiles Conservation partner call to action Advertise restaurant sustainable seafood menu items Ask conservation partners to invite networks to Facebook event Provide day of and live social media updates

OMG can we go?!?

What parts of our outreach strategy do you have questions or concerns about? What questions do you have about our MVP?

Thank you!

Acknowledgements

The Ocean Project Arizona Sonora Desert Museum Monterey Bay Aquarium University of Arizona’s Biosphere 2 UA Marine Awareness & Conservation Society Tucson Community Scott Mencke, Fini’s Landing Travis Reese, 47 Scott Sally Kane & Alex O’Neill, Agustin Kitchen Adam Gordon, Primo Danielle Mann, Rubio’s

Supporting data

User Segments: Restaurants

• Area of interest defined by where millenials live

& eat in Tucson

• 100+ restaurants along streetcar
• Most have at least 1 seafood item
• Number interviewed: 13
• Additional interviews (not on streetcar line): 2
• Interview data used to create personas

TUCSON STREETCAR MAP

upscale hip/urban family/cultural tavern

Personas

User Segments: Lead Conservation Partner

• Conservation partner needed mainly for coordination, but also to energize networks
• Additional conservation partners can help provide incentives and increase reach of

promotional information

Type Examples Museum/zoo ASDM, Reid Park Zoo University Biosphere 2, School of Natural Resources & Environment University - student Marine Awareness & Conservation Society Environmental nonprofits CEDO, Ironwood Tree Experience, Nature Conservancy Media Edible Baja Magazine, Mrs. Green’s radio program

User Relationships and Channels

• Education: sharing accurate, up-to-date information:

○ About ocean health status ○ About sustainable seafood and fishing practices ○ About how to eat and buy sustainable seafood

• Network connections:

○ With Seafood Watch program ○ With local restaurants and conservation partners ○ On-the-ground and online (websites, blogs, social media)

• Sharing locally relevant information:

○ Success stories ○ # of restaurant and conservation partners

Value propositions

interest commitment X upscale X hip/urban X tavern X family/cultural

• Interest in sustainability and commitment are

different

Value Propositions and Key Partners

Expand Restaurant Brand and Reputation(Seafood Watch Partner with MBA and ASDM) Member of Growing Sustainability Community(Biosphere 2 and Marine Conservation and Awareness Society Time Saved with Ease of System and Marketing Materials(Updated Information from MBA) Word of Mouth(Partners such as Edible Baja and Mrs. Green)

Key Partners

Key Activities 1. Connect with knowledgeable partners 2. Coordinate information 3. Raise awareness among restaurants and public 4. Engage restaurants and conservation partners 5. Energize network with incentives

a. Special events, infographic, social media campaign, and staff training

Key Resources 1. MBA consultants 2. Trustworthy Distributors 3. Marketing materials 4. ASDM & Seafood Watch websites and social media 5. World’s Ocean Night 6. Incentive prototypes

Key Resources and Activities

Key Activities 1. Connect with knowledgeable partners 2. Coordinate information 3. Raise awareness among restaurants and public 4. Engage restaurants and conservation partners 5. Energize network with incentives

a. Special events, infographic, social media campaign, and staff training

Key Resources 1. MBA consultants 2. Trustworthy Distributors 3. Marketing materials 4. ASDM & Seafood Watch websites and social media 5. World’s Ocean Night 6. Incentive prototypes

Cost Structure and Revenue Streams

Staff Time Marketing Materials Amount of Restaurants Moving Towards Sustainability Amount of Seafood Watch Partners Customers Asking for Sustainable Seafood

Measurable Impact

Health of Tucson citizens Support from sustainable community Moving towards sustainability & conservation

• Situation: fisheries collapse by 2048
• Complication: Consumer demand may not increase fast enough for vendors to reach and shift to offering more sustainable seafood menu items
• Resolution: Many owners & chefs feel strongly about sustainability
• Example:

○ Fini’s Landing ○ Many Tucson restaurants already sourcing sustainably ○ Others are catching on ○ Rubio’s

• Complication: They are not advertising their sustainability to the public, so why would they want to be part of MBA?
• Resolution: Our Leading for Good project set out to answer this question and achieve 3 goals:

○ Raise awareness ○ Learn how to help restaurants take additional steps towards sustainability (education, menu items, brand) ○ Have them sign-up as a Seafood Watch restaurant partner ($250 membership)

...about ASDM

...about ourselves

...about our ability to create change

Project team

Brittany Rodgers, Junior, Psychology and Family Studies and Human Development Jordan Anderson, Junior, Management Information Systems Juliana Provencio, Junior, Business Management Yazmine Moore, Senior, Journalism, Family Studies and Human Development and Leadership Studies & Practice Project Lead: Natasha Harrison, Assistant Director for Community Relations, Special Events & The Jim Click Hall of Champions, University of Arizona Baldemar Audeves, Junior, Engineering Management Carly Croman, Senior, Psychology Sasha Hutabarat, Senior, Env. Sciences Project Lead: Lauren Simonis, Director of Operations, Flame Tree Initiative Catalyst: Kristin Blum, Leading for Good, LeadLocal