Artifishal: Patagonia Marketing Masquerades as Eco-campaign

The importance of salmon to lives and livelihoods should not be underestimated. The nutritional components of salmon are a dietary wonder that can stave off heart disease and literally help people live longer. Work to harvest wild salmon, enhance salmon fisheries through hatcheries and raise farmed salmon are all part of an effort to feed a growing planet.

Fatally Flawed Promotional Material: Artifishal

Promoting ecological stewardship is an important effort and those committed to fair, honest and thorough examination of the balance between conservation, production, nature and nutrition should be lauded.

However, it is important to remember, real sustainability rests on three pillars; economic, environmental and social. Promotional material that fails to consider all three of these is fatally flawed and often even designed to inject unhelpful hyperbole into an otherwise worthwhile discussion.

Saving Salmon… or Selling Salmon?

What’s worse, slickly produced marketing efforts masquerading as eco-campaigns, designed to sell alternative commercial salmon products, discredit a meaningful sustainability dialogue.

The countless men and women who support their families, and feed others’ families, via the many facets of the salmon community deserve better.