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PROJECT OCEAN
Project Ocean is about inspiring our customers to make positive choices about the right fish to buy
and eat
Project Ocean was launched in May 2011 to inspire the public to celebrate the beauty of the oceans, to understand the threats resulting from over-fishing and to help us all make positive choices about the right fish to buy and eat.
Selfridges has partnered with more than 20 environmental and conversation groups to highlight the threat to the oceans through pollution and waste dumping and the resulting plight of fish and their habitat.
Research suggests that unless we change our fishing practices and the seafood we choose to eat, global fish stocks will be fully exploited within the next generation.
We need to imagine a life without fish and act now.
The best fish to buy
Selfridges created a range of activities throughout its stores to raise awareness of the issues surrounding fish and fishing and to encourage people to buy and eat sustainably sourced fish. This included education around the right fish to choose and guidance on how to cook and enjoy these fish through demonstrations and recipes.
Creating safe havens
As well as helping people understand which fish to buy, the goal of Project Ocean was to raise funds to create MPAs (Marine Protected Areas). These are conservation sites in the ocean, set aside as safe havens for fish to breed, multiply and migrate.
A highly successful first year campaign provided sufficient funds to ZSL [Zoological Society London] to set up a marine reserve in the Philippines.
The Selfridges Marine Reserve will be on the Danajon Bank in the Central Visayas in the Philippines. This is a rare double-barrier reef (one of only five in the world) covering 2,500 km2 in the Central Visayas region of the Philippines. The Central Philippines is considered the epicentre of marine biodiversity in the Indo-Pacific region.
Establishing a new, permanent, community-run, marine reserve offers an exciting opportunity to make a real difference by working with the local community to safeguard local fish species and their ecosystem over the long term. This initiative includes training the local community to maintain and protect the area.
The project is now underway and further details will be confirmed following ongoing community consultation work.
Our Promises
- We will not sell endangered fish
- We will go on supporting our customers in understanding how to make the right choices about which fish to buy and eat
- We will continue to offer a platform for raising awareness about the issues the threaten our oceans and seeking solutions
- We will celebrate World Ocean Day each year
Year One success
Project Ocean has been hugely successful in its first year:
- £120,000 raised in donations
- 4 million people stopped to look at the Project Ocean display windows on
Oxford st - over 8 million people in the UK saw the Project Ocean campaign advertising
- 45,000 Selfridges Fish Guides were given away
- over 17,500 customers took part in a store talk or activity
- in HIX restaurant, coley fish and chips became the number one selling dish on the menu.
What's on in store
Selfridges celebrates the 1st anniversary of Project Ocean
30 April 2012 - 20 may 2012
Join the fun in the Selfridges Foodhall to help us support Project Ocean. From a star line-up of chefs demonstrating their ethically-sourced fish dishes, to our search for the next young talent in sustainable cooking with the ‘Kids in the Kitchen’ competition, find out all about our in-store Project Ocean activity.
