LoveTheWild: Sustainable Aquaculture is Good for the Body and the Planet
Eating sustainable farmed seafood 2x a week instead of meat improves population health, while using less feed, water, and land.
I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.
Scaling (the solution has passed the previous stages and is growing its impact on a regional or global scale)
Annual budget in 2017 (USD)
Number of beneficiaries impacted so far
Headquarters location: Country
Headquarters location: City
Location(s) of impact
United States (nation wide consumption)
Production provides skilled jobs in Ensenada, Mexico, Van Phong Bay, Vietnam, Manitoulin Island, Ontario
Problem: What problem is this initiative trying to address?
US consumers believe frozen fish is gross, cooking fish is hard, & sustainability/source information is limited. Only 1 in 10 meet USDA recommendation, which has significant negative impacts on population health. Fresh fish goes bad quickly & travels by air, which leads to food waste and high carbon footprint. Responsible seafood producers rarely extract the market premium they deserve, removing incentives for continued improvement. Underutilized aquaculture is the most resource efficient animal protein.
Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?
LoveTheWild offers a 3-step frozen cooking kit that pairs sustainable & storied farmed seafood with delicious handcrafted sauces that give consumers confidence to cook great seafood at home.
We reduce barriers to eating sustainable fish at home. Our kits, sold in the grocery store freezer, make it simple and even fun to find and cook delicious & storied fish. We support the development of sustainable aquaculture practices. Our frozen supply chain is energy efficient, free of preservatives, and minimizes food waste.
Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work
You can make a difference, just by making dinner.
Harvard School of Public Health reports that eating the UDSA recommended amount of seafood will reduce overall US population mortality by 17% and put the brakes on our skyrocketing healthcare expenditure. We make it easier for the average American to meet that recommendation by reducing the barriers to eating seafood.
Shifting animal protein consumption from beef, pork, and chicken to responsibly caught or farmed seafood lessens the burden on scarce fresh water and land resources, and reduces greenhouse gas production. For every pound of pork that we displace with sustainable seafood, we save 3,500 gallons of fresh water. Without change, by 2025 we'll need 140% more fresh water and 250% more land diverted to agriculture just to keep up with demand.
Telling the stories of our fish on our package and in our marketing efforts, builds awareness and support for the moral imperative to responsibly develop the aquaculture industry.
Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?
Through our startup phase, we are funded by investment (including a Series A round led by AquaSpark, new innovative investment fund that addresses the planet's health and food security while generating a high economic return through investing in aquaculture, and Leonardo DiCaprio). However, we will be funded by earned income in the near future.
Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?
Our great food is supported by food disrupters and sustainable seafood leaders. We focus on flavor and the consumer cooking experience. Our flexible sourcing and manufacturing allows us to rapidly adapt and innovate, and delivery industry leading traceability. We are one of the first brands to champion sustainable aquaculture as a simple and proactive solution to some of our world’s greatest challenges. And you don't have to sacrifice taste or your values to do it.
Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.
When I look around, I see fantastic scientists, dedicated fishermen, great aquaculture operators, and folks up and down the distribution chain dedicating their lives to make seafood sustainable. What's the point if nobody eats it? I didn't see many folks laser focused on the consumer and addressing the barriers that are keeping people from eating the seafood that they know their body needs. The seafood business will be made or broken by consumer perceptions about aquaculture. Our job isn’t just to make sustainable aquaculture possible, but to make it the most exciting and in demand consumer protein. At LoveTheWild are going to play a brand leadership role, partnering with the best producers, encouraging them to grow in the most responsible way, telling their great seafood sustainability success stories to our customers, and making seafood fun... and save the world in the process.
Where did you hear about the Nestlé Creating Shared Value Prize?
Upon recommendation from others