The Global Seafood Alliance is ramping up efforts to engage eaters with the launch of its new Best Aquaculture Practices (BAP) consumer-facing website. The site is part of a broader campaign to encourage the consumption of sustainably sourced seafood.

BAP’s new website provides visitors with background information on aquaculture and recipes. The Global Seafood Alliance (GSA) is also using the website to help consumers understand their third-party certification program and the BAP label and ultimately purchase seafood products that are better for eaters, workers, and the environment.

Steven Hedlund, Manager for Communications and Events for the Global Seafood Alliance (GSA) explains that much of BAP’s educational work has targeted retailers. The Healthy Fish, Healthy Planet, Healthy You! campaign, will run through National Seafood Month in October and engage retailers, foodservice operators, and consumers. The certification process exists to respond to the challenges plaguing the seafood industry. A 12 person committee regularly reviews and reissues BAP standards to ensure that facilities, audited annually, are complying with the most recent sustainability guidelines.

GSA also offers another certification, known as Best Seafood Practices (BSP), for wild caught seafood to help ensure it is harvested and processed sustainably. Like BAP, BSP works to account for the full supply chain, including fisheries, fishing vessels, and processing plants. Hedlund believes that GSA’s certification programs are more important than ever, with research from Changing Tastes showing that consumers are increasingly concerned about the impact of their dietary choices. “It’s not just environmental responsibility,” Hedlund tells Food Tank. “It’s everything: how people are treated, how animals are treated, food safety and sanitation. All of these things, to varying degrees, are important to them and it’s very clear that they’re influencing their purchasing decisions.”