Progress 09/01/10 to 05/31/13
Outputs
Target Audience: The project workshop that brought together participants from the private sector, government, academia, and advocacy communities to discuss the challenges and opportunities of a risk-based approach to seafood safety, and the coordinated roles of government and industry in such a system. The ultimate target audience is consumers. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided? OUTPUTS: The conference began with opening remarks by Michael Morrissey, Ph.D., from Oregon State University and Doris Hicks from the University of Delaware's Lewes campus. Together they welcomed approximately 50 attendees from 15 states. They described the vision of the organizers and outlined anticipated outcomes. In preparation for the in-depth discussions that would take place later in the day, the conference was launched with a diverse group of panelists who shared data pertaining to the risks and benefits of seafood consumption. Two panels, consisting of four experts, presented research and explained their industries messages and rationales behind them. After each presentation, audience members asked questions and discussed the pros and cons the messages had on seafood consumption. See http://www.deseagrant.org/Framing-Message-About-Seafood for a list of the presenters and their talks. For the afternoon session, participants were divided into four pre-assigned working groups. Heterogeneous groups were established to capitalize on the breadth of knowledge of the participants. Each group was given the same assignment and assisted by a facilitator and recorder. The focus of the second day was to develop a message about seafood consumption for consumers that everyone could endorse. To establish transparency, facilitators gathered the participants into one large group. Facilitators provided a forum for attendees to discuss and question any and all ideas. They challenged the group to think big and consider unrepresented perspectives and alternative views. They assisted the discussions by restating, reframing, and clarifying, when necessary. The facilitators balanced participation and made room for individuals who were not as vocal to comfortably participate. They acknowledged all opinions and honed in on areas of agreement. And, most importantly, as they sifted through everything being discussed, the facilitators helped to build a shared framework of understanding around the message for consumers. Facilitators used a technique known as "reframing" to build agreement. In this way, interests and concerns were clarified and combined into a shared or joint problem for resolution by the participants. Interests are what motivate someone to want a particular outcome in a conflict. Interests include a person's values, beliefs, desires, and concerns. They are the drivers of a particular conflict as well as the keys to its resolution. Identifying and addressing joint interests were the facilitators' keys to engaging participants in a collaborative problem-solving process. Recap: The conference represented the first time that a very diverse group of stakeholders have been convened to discuss the information that has been presented to the public on seafood health benefits and risks in a format designed to explore and identify approaches to reduce confusion and misinformation. A consensus was reached on an alternative approach that could be readily translated to an existing Web-based resource that is easy to use and provides a model for others. PARTICIPANTS: Project Director: Doris Hicks, University of Delaware Sea Grant Program Collaborators: Ken Gall, Cornell University, New York Sea Grant Lori F. Pivarnik, University of Rhode Island, Department of Nutrition and Food Sciences Michael T. Morrissey, Food Innovation Center, Oregon State University Pamela Tom, University of California Davis, California Sea Grant Steve Otwell, University of Florida, Florida Sea Grant Heather Mann, Community Seafood Initiative in Oregon Steve Kern, Cornell University's Charles H. Dyson School of Applied Economics and Management Kathy Murphy, Facilitator, University of Delaware TARGET AUDIENCES: Target audiences include the general public, healthcare professionals, the seafood industry and outreach professionals that educate consumers and healthcare providers about seafood. How have the results been disseminated to communities of interest? 2012 'Framing the Message about Seafood’ Conference This workshop focused on the issues and implications of messaging efforts currently being used by these groups (i.e. seafood guide cards and other advisories), with the goal of making concrete and actionable recommendations for implementation of a new science-based message. During 2012 as a follow-up to the conference Delaware Sea Grant has presented the findings from the national meeting of seafood experts at two important gatherings of environmental and health-related professionals: (1) EPA Region 3 - 2012 Annual Mid-Atlantic States’ Water Quality Standards Meeting, (2) USDA NC-1199 Annual Meeting N-3 Polyunsaturated Fatty Acid and Human Health and Disease Meeting (Twenty nutrition researchers from across the country attended), (3) Poster: Framing the Message About Seafood: Outcomes of a Conference About Communicating Seafood Safety – Presented at the UD CANR Symposium. (The University of Delaware held its inaugural One World, One Health animal, human and environmental health symposium, titled “Global Thinking for the Greater Good: Interdisciplinary Health Discourse and Research,” in the Townsend Hall Commons on Wednesday, Aug. 22.) , (4) Framing the Message About Seafood: Outcomes of a Conference About Communicating Seafood Safety – Presented at the USDA/ NIFSI Program Project Director's Meeting and (5) Framing the Message About Seafood: Outcomes of a Conference About Communicating Seafood Safety and Seafood Health Facts: Making Smart Choices Balancing the Benefits and Risks of Seafood Consumption www.seafoodhealthfacts.org – Presented at the AFTC/TAFT 2012 meeting in Florida (156 attendees). 2012 Customize Your Seafood Consumption The most significant result of the Framing the Message About Seafood conference was a consensus among participants on a conceptual framework to present information to consumers based on how much seafood they eat, their status in a special risk group and the source of products that they consume (commercial or recreational). The team used an existing Internet based resource, the Seafood Health Facts Website at http://seafoodhealthfacts.org to produce a Web tool to deliver information to consumers using this framework. A new web tool was developed for the Seafood Health Facts website, peer reviewed, and launched within six months of the conference. First the tool asks users whether they are eating less than, the same as, or more than the two to three seafood meals recommended per week. Next, users select whether they eat fish from stores and restaurants or fish they caught themselves and whether they are pregnant, breastfeeding or have young children. The answers lead to customized advice on how much seafood to eat, which types to eat in moderation and other tips. This was the first time that a diverse group of stakeholders have been convened to discuss the information that has been presented to the public on seafood benefits and risks in a format designed to explore and identify alternative approaches to reduce confusion and misinformation. It was remarkable that a consensus was reached on an alternative approach that can be translated to a Web-based resource that is easy to use. February 2012 to July 2012 the average monthly visitors were between 1,000 and around 3,000 per month. Site traffic started picking up in July and has grew to 15,000 visits per month by the end of January 2013. 73% of visits are characterized as “organic” by keyword. Frequent keywords in order are pangasius, surimi, health facts, Pollock fish, is seafood healthy, seafood health facts, salmon nutrition, healthy seafood, seafood health benefits and benefits of seafood. 20% of visits were direct traffic to the site seafoodhealthfacts.org. 7% were from referrals for other sites including: google.com, seafood.ucdavis.edu, seafoodsource.com, FishWatch.gov, udel.edu, Facebook.com, Google.uk.com, search.mywebsearch.com, T.co, and nmfs.noaa.gov. Poster: Framing the Message About Seafood: Outcomes of a Conference About Communicating Seafood Safety – Presented at the UD CANR Symposium. (The University of Delaware held its inaugural One World, One Health animal, human and environmental health symposium, titled “Global Thinking for the Greater Good: Interdisciplinary Health Discourse and Research,” in the Townsend Hall Commons on Wednesday, Aug. 22, 2012.) Poster: Framing the Message About Seafood: Outcomes of a Conference About Communicating Seafood Safety – Presented at the USDA/ NIFSI Program Project Director's Meeting Presentations at SG advisory Council Meeting, EPA region water quality meeting, Boston 2013 and IFT 2013 along with numerous consumer presentations. Framing the Message about Seafood presentation for EPA Region 3 - 2012 ANNUAL MID ATLANTIC STATES Water Quality Standards MEETING - DESG presented the findings from the a national meeting of seafood experts that reviewed existing recommendations and messages for the public about seafood consumption and the need for a more clear and direct message regarding seafood safety. Framing the Message about Seafood presentation for Meeting Agenda for USDA NC-1199 Annual Meeting N-3 Polyunsaturated Fatty Acid and Human Health and Disease - DESG presented the findings from the a national meeting of seafood experts that reviewed existing recommendations and messages for the public about seafood consumption and the need for a more clear and direct message regarding seafood safety. Twenty nutrition researchers from across the country attended. Framing the Message about Seafood - DESG presented the findings from the a national meeting of seafood experts that reviewed existing recommendations and messages for the public about seafood consumption and the need for a more clear and direct message regarding seafood safety. The findings were reported in a poster at the 2011 Joint meeting for the Atlantic Fisheries Technology/Transatlantic Fisheries Technology conference held in Tampa, FL. Poster Presentation at Managing Our Nations Fisheries 3, May, 2013. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
The most significant result of the Framing the Message About Seafood conference was a consensus among participants on a conceptual framework to present information to consumers based on how much seafood they eat, their status in a special risk group and the source of products that they consume (commercial or recreational). The team used an existing Internet based resource, the Seafood Health Facts Website at http://seafoodhealthfacts.org to produce a Web tool to deliver information to consumers using this framework. A new web tool was developed for the Seafood Health Facts website, peer reviewed, and launched within six months of the conference. First the tool asks users whether they are eating less than, the same as, or more than the two to three seafood meals recommended per week. Next, users select whether they eat fish from stores and restaurants or fish they caught themselves and whether they are pregnant, breastfeeding or have young children. The answers lead to customized advice on how much seafood to eat, which types to eat in moderation and other tips. This was the first time that a diverse group of stakeholders have been convened to discuss the information that has been presented to the public on seafood benefits and risks in a format designed to explore and identify alternative approaches to reduce confusion and misinformation. It was remarkable that a consensus was reached on an alternative approach that can be translated to a Web-based resource that is easy to use and provides a model for others. The team is reaching out to other organizations to encourage them to utilize the Website as a "go to" resource and establish links to the Seafood Health Facts Website. Three webinars were conducted for the NOAA/Sea Grant Safe and Sustainable Seafood Supply Focus Group, Seafood Business Report www.seafoodsource.com, and the Great Lakes Consortium for Fish Advisories (NY, PA, OH, IN IL, MI, WI, and MN). The NOAA FishWatch site has added a link to the Website, the Delaware Fish and Wildlife Department sites for Fish Consumption Advisories, 2012 Delaware Fishing License brochure (www.fw.delaware.gov) and FL Depart. of Health, the National Fisheries Institute, the Seafood Network Information Center hosted by the Univ. of California-Davis, DE Sea Grant, NY Sea Grant, the NY Seafood Council and others. Since launch of the Seafood Health Facts Website in September 2011, approx. 11,500 individuals have visited the site and viewed almost 35,000 pages of information. Majority of users were from the U.S. but visitors to the site have also come from 137 different countries around the world. The Website has received considerable referrals from simple Google searches on the topics of seafood safety, seafood nutrition and seafood choices indicating that it will continue to be a resource for general inquiries from the public. Referrals come from sites frequently used by industry such as seafoodsource.com, the Seafood NIC site at UC Davis, and interestingly a euro-fish market website based in Italy. Since March 2012, the new Customize Your Seafood Information tool has become the most frequently used part of the Seafood Health Facts Website.
Publications
- Type:
Websites
Status:
Other
Year Published:
2012
Citation:
http://seafoodhealthfacts.org/seafood-issues.php
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Progress 09/01/11 to 08/31/12
Outputs
OUTPUTS: Outcomes: The conference began with opening remarks by Michael Morrissey, Ph.D., from Oregon State University and Doris Hicks from the University of Delaware's Lewes campus. Together they welcomed approximately 50 attendees from 15 states. They described the vision of the organizers and outlined anticipated outcomes. In preparation for the in-depth discussions that would take place later in the day, the conference was launched with a diverse group of panelists who shared data pertaining to the risks and benefits of seafood consumption. Two panels, consisting of four experts, presented research and explained their industries messages and rationales behind them. After each presentation, audience members asked questions and discussed the pros and cons the messages had on seafood consumption. See http://www.deseagrant.org/Framing-Message-About-Seafood for a list of the presenters and their talks. For the afternoon session, participants were divided into four pre-assigned working groups. Heterogeneous groups were established to capitalize on the breadth of knowledge of the participants. Each group was given the same assignment and assisted by a facilitator and recorder. The focus of the second day was to develop a message about seafood consumption for consumers that everyone could endorse. To establish transparency, facilitators gathered the participants into one large group. Facilitators provided a forum for attendees to discuss and question any and all ideas. They challenged the group to think big and consider unrepresented perspectives and alternative views. They assisted the discussions by restating, reframing, and clarifying, when necessary. The facilitators balanced participation and made room for individuals who were not as vocal to comfortably participate. They acknowledged all opinions and honed in on areas of agreement. And, most importantly, as they sifted through everything being discussed, the facilitators helped to build a shared framework of understanding around the message for consumers. Facilitators used a technique known as "reframing" to build agreement. In this way, interests and concerns were clarified and combined into a shared or joint problem for resolution by the participants. Interests are what motivate someone to want a particular outcome in a conflict. Interests include a person's values, beliefs, desires, and concerns. They are the drivers of a particular conflict as well as the keys to its resolution. Identifying and addressing joint interests were the facilitators' keys to engaging participants in a collaborative problem-solving process. Recap: The conference represented the first time that a very diverse group of stakeholders have been convened to discuss the information that has been presented to the public on seafood health benefits and risks in a format designed to explore and identify approaches to reduce confusion and misinformation. A consensus was reached on an alternative approach that could be readily translated to an existing Web-based resource that is easy to use and provides a model for others. PARTICIPANTS: Project Director: Doris Hicks, University of Delaware Sea Grant Program Collaborators: Ken Gall, Cornell University, New York Sea Grant Lori F. Pivarnik, University of Rhode Island, Department of Nutrition and Food Sciences Michael T. Morrissey, Food Innovation Center, Oregon State University Pamela Tom, University of California Davis, California Sea Grant Steve Otwell, University of Florida, Florida Sea Grant Heather Mann, Community Seafood Initiative in Oregon Steve Kern, Cornell University's Charles H. Dyson School of Applied Economics and Management Kathy Murphy, Faciltator, University of Delaware TARGET AUDIENCES: Target audiences include the genral public, healthcare professionals, the seafood industry and outreach professionals that educate consumers and healthcare providers about seafood. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
The most significant result of the Framing the Message About Seafood conference was a consensus among participants on a conceptual framework to present information to consumers based on how much seafood they eat, their status in a special risk group and the source of products that they consume (commercial or recreational). The team used an existing Internet based resource, the Seafood Health Facts Website at http://seafoodhealthfacts.org to produce a Web tool to deliver information to consumers using this framework. A new web tool was developed for the Seafood Health Facts website, peer reviewed, and launched within six months of the conference. First the tool asks users whether they are eating less than, the same as, or more than the two to three seafood meals recommended per week. Next, users select whether they eat fish from stores and restaurants or fish they caught themselves and whether they are pregnant, breastfeeding or have young children. The answers lead to customized advice on how much seafood to eat, which types to eat in moderation and other tips. This was the first time that a diverse group of stakeholders have been convened to discuss the information that has been presented to the public on seafood benefits and risks in a format designed to explore and identify alternative approaches to reduce confusion and misinformation. It was remarkable that a consensus was reached on an alternative approach that can be translated to an Web-based resource that is easy to use and provides a model for others. The team is reaching out to other organizations to encourage them to utilize the Website as a "go to" resource and establish links to the Seafood Health Facts Website. Three webinars were conducted for the NOAA/Sea Grant Safe and Sustainable Seafood Supply Focus Group, Seafood Business Report www.seafoodsource.com, and the Great Lakes Consortium for Fish Advisories (NY, PA, OH, IN IL, MI, WI, and MN). The NOAA FishWatch site has added a link to the Website, the Delaware Fish and Wildlife Department sites for Fish Consumption Advisories, 2012 Delaware Fishing License brochure (www.fw.delaware.gov) and FL Depart. of Health, the National Fisheries Institute, the Seafood Network Information Center hosted by the Univ. of California-Davis, DE Sea Grant, NY Sea Grant, the NY Seafood Council and others. Since launch of the Seafood Health Facts Website in September 2011, approx. 11,500 individuals have visited the site and viewed almost 35,000 pages of information. Majority of users were from the U.S. but visitors to the site have also come from 137 different countries around the world. The Website has received considerable referrals from simple Google searches on the topics of seafood safety, seafood nutrition and seafood choices indicating that it will continue to be a resource for general inquiries from the public. Referrals come from sites frequently used by industry such as seafoodsource.com, the Seafood NIC site at UC Davis, and interestingly a euro-fish market website based in Italy. Since March 2012, the new Customize Your Seafood Information tool has become the most frequently used part of the Seafood Health Facts Website.
Publications
- No publications reported this period
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Progress 09/01/10 to 08/31/11
Outputs
OUTPUTS: The main activities completed during this time period (9/1/10 to 9/31/11) include the following and contribute to meeting the goals of the project. The project director worked with the planning committee to develop a 1.5 day conference/workshop. The committee decided to invite 8 different stakeholder groups that had a role in education consumers about seafood benefits and risks, these included representatives from the seafood industry (Jennifer McGuire, National Fisheries Institute), academia (Dr. Mary Harris, Colorado State University), the medical community (Dr. Joseph Hibblen, NIH), US FDA (Phillip Spiller), NMFS/NOAA (Laurel Bryant), Delaware Department of Natural Resources (Dr. Richard Greene), consumer advocate (Katie Burns, IFIC), and non-government group (Timothy Fitzgerald, EDF). All eight speakers/panelists have been contacted and have agreed to participate. A Facilitator was brought on board from the UD Institute for Public Policy to help format, (including pre-planning) and conduct the working group sessions. The dates for the conference are 9/20-21/11. Conference facilities and hotel were contracted with Clayton Hall and the Courtyard Marriott at the University of Delaware (Newark, DE). The conference/workshop format will be one full day and a second half day. During the morning of the first day each speaker/panelist will be given 20 minutes to provide their view about seafood consumer messages and 5 minutes for questions. After the panel presentations, attendees and speakers will be divided into 4 working groups to work on seafood consumer messaging guided by the facilitators. A small registration fee for the conference will be charged to help offset some of the non-covered costs for the USDA/NIFA funds. The conference announcement was designed and distributed via email to the groups listed in the proposal along with others appropriate groups. Workshop attendees are being encouraged to bring and present poster for a networking session during the latter part of the first day. In addition to copies of the panelist's presentations (PDF versions) all attendees will receive copies of handouts and new publications produced during USDA/NIFA project no. 2007-51110-03815, Benefits and Risks of Seafood Consumption:Outreach Education for Healthcare Providers and Practitioners. An abstract was submitted and accepted for presentation at the 2012 American Dietetics Association, Food and Nutrition Conference and Expo in San Diego. PARTICIPANTS: Project Director: Doris Hicks Delaware Sea Grant University of Delaware Project Collaborators: Lori Pivarnik, PhD, University of Rhode Island Michael Morrissey, PhD, Oregon State University Ken Gall, New York Sea Grant, Cornell University Pamela Tom, University of California Davis Steven Otwell, PhD, University of Florida Heather Mann, Seafood Consumer Center, Oregon State University Nicole Richard, University of Rhode Island TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.
Impacts
Outcomes and impacts will be reported in the final report.
Publications
- No publications reported this period
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