"The perception you earn among the public does not necessarily give the objective truth about our business, but it is nonetheless our responsibility. It is vitally important to fill any such gaps, that includes not only perception gaps, but more importantly the quality gaps. A bad industry reputation may have serious consequences for our industry, said Thomas Farstad, acting CEO Marine Harvest, the world largest fish farming company.

According to the poll, both he and his top executive colleagues are willing to invest more than today in order to strengthen the reputation of aquaculture. Mr. Farstad asked for the same interest in operational improvements, as in improved communication.

Answering a further question in the poll, aquaculture leaders at AquaVision stated fish feed raw materials, diseases and parasites, and escapes are the most important challenges for the industry from a perception point of view.

"Transparency is crucial. You have to tell the truth, and then show that you are taking action to remedy what ever is not good enough. Talking the talk is not enough. Prove it by also walking the walk," Farstad said.

Act in Time

"Some of them out there may hate you, but they're still not marching against you. You still have the time to turn the opinion," said Harriet Mouchly-Weiss of Kreab Gavin Anderson Worldwide in the following presentation.

The audience certainly agreed. In the poll 84 percent answered "no" to the question "Are you satisfied with how the industry manages its reputation today?"

"Then go for it," said Mrs. Mouchly-Weiss.

Contact

General Manager Eivind Helland, Blue Planet, +47 9137 7825, eivind.helland@blueplanet.no

Communication Manager Lillian Høivik, Skretting, +47 9719 1171, lillian.hoeivik@skretting.com

www.aquavision.org

Running continually from 1996, the biennial aquaculture business conference AquaVision has developed into a leading meeting place for decision makers at strategic level in modern aquaculture worldwide. AquaVision is organised by Skretting and parent company Nutreco with day-to-day coordination by Blue Planet.