1. Seafood Advisories: Seafood Industry Response Bob Collette, National Fisheries Institute Presented at Seafood: Assessing the Benefits and Risks Cook College, New Brunswick, NJ

2. Dickens Said it Best: “It was the best of times, it was the worst of times…it was the epoch of belief, it was the epoch of incredulity…it was the spring of hope, it was the winter of despair…in short, the period was so far like the present period, that some of its noisiest authorities insisted on its being received, for good or for evil, in the superlative degree of comparison only.” – A Tale of Two Cities “It was the best of times, it was the worst of times…it was the epoch of belief, it was the epoch of incredulity…it was the spring of hope, it was the winter of despair…in short, the period was so far like the present period, that some of its noisiest authorities insisted on its being received, for good or for evil, in the superlative degree of comparison only.” – A Tale of Two Cities

3. The Best of Times The American Heart Association recommends two servings of fish per week The American Heart Association recommends two servings of fish per week The National Inst. Of Health NHLBI supports dietary guidance about fish and CVD The National Inst. Of Health NHLBI supports dietary guidance about fish and CVD NHLBI’s Adult Treatment Panel supports AHA’s recommendation that fish be part of a heart-disease risk-reduction diet NHLBI’s Adult Treatment Panel supports AHA’s recommendation that fish be part of a heart-disease risk-reduction diet

4. The Epoch of Belief FDA/EPA Fish Advisory, March 2004: “Fish and shellfish are an important part of a healthy diet. Fish and shellfish contain high-quality protein and other essential nutrients, are low in saturated fat, and contain omega-3 fatty acids. A well- balanced diet that includes a variety of fish and shellfish can contribute to heart health and children’s proper growth and development. So, women and young children in particular should include fish or shellfish in their diets due to the many nutritional benefits.”

5. The Epoch of Incredulity “Absolutely, I would avoid all fish.” “Absolutely, I would avoid all fish.” “if [alcohol and tobacco] are harmful and require labels, then so should fish.” “if [alcohol and tobacco] are harmful and require labels, then so should fish.” “I will not introduce tuna to my kids’ diets.” “I will not introduce tuna to my kids’ diets.” --FDA Focus Group Comments, 2003- 2004

6. The Spring of Hope Current & future N-3 Benefits Alzheimer’s Alzheimer’s Cancer Cancer Premature Birth Premature Birth Asthma Asthma Neurodev/ADHD Neurodev/ADHD Arthritis Arthritis Depression Depression

7. The Spring of Hope Current & future N-3 Benefits Enormous body of science showing fish and N-3 fatty acids reduce the risk of cardiovascular disease Enormous body of science showing fish and N-3 fatty acids reduce the risk of cardiovascular disease

8. The Winter of Despair Farmed salmon higher in PCBs Farmed salmon higher in PCBs 300,000 babies at risk from mercury 300,000 babies at risk from mercury Pregnant women advised not to eat RTE smoked fish due to Listeria Pregnant women advised not to eat RTE smoked fish due to Listeria

9. Communications Challenges Narrowly targeted audience v. mass media Narrowly targeted audience v. mass media Complex science Complex science Diverse agendas Diverse agendas Resources Resources

10. Communications Challenges Narrowly targeted audience v. mass media Narrowly targeted audience v. mass media

13. Complex Science—Putting the Risk in Perspective 300,000 babies at risk nationwide 300,000 babies at risk nationwide Based on EPA Reference Dose (RfD) for mercury (RfD a level of exposure over time believed to be without risk)Based on EPA Reference Dose (RfD) for mercury (RfD a level of exposure over time believed to be without risk) Calculates from a CDC study the number of women in childbearing years with blood mercury levels that exceed the RfD and who might become pregnant.Calculates from a CDC study the number of women in childbearing years with blood mercury levels that exceed the RfD and who might become pregnant.

14. Risk and the Rfd EPA/FDA: Rfd not a “bright line” between safe & unsafe EPA/FDA: Rfd not a “bright line” between safe & unsafe 10 X safety (uncertainty) factor 10 X safety (uncertainty) factor 300,000 women on average about 8 X below 300,000 women on average about 8 X below predicted affects level Media interprets as over Rfd = affected Media interprets as over Rfd = affected Result-- Consumers eschew all seafood in fear Result-- Consumers eschew all seafood in fear

15. MERCURY COVERAGE 2004

17. U.S. TUNA SALES 4-Wk periods compared to year ago

18. HOPE SPRINGS ETERNAL: Industry Actions NYT, WSJ Op-Eds NYT, WSJ Op-Eds News Releases/ Website News Releases/ Website Interviews Interviews Partnerships Partnerships Research Research Understanding the riskUnderstanding the risk Mitigating the riskMitigating the risk Risk ComparisonsRisk Comparisons

19. MORE TO BE DONE Encourage gov’t to conduct targeted education campaign Encourage gov’t to conduct targeted education campaign Doctors and Health Professionals who provide medical services and advice to women and young childrenDoctors and Health Professionals who provide medical services and advice to women and young children Risk-based programs at harvest, growing and processing points to reduce contamination Risk-based programs at harvest, growing and processing points to reduce contamination E.g. Farmed salmonE.g. Farmed salmon

20. Conclusion Fish is not tobacco or alcohol Fish is not tobacco or alcohol Fish has know benefits to adults and children Fish has know benefits to adults and children Government, health professionals, media and industry must work together to assure dissemination of proactive effective and targeted information to consumers Government, health professionals, media and industry must work together to assure dissemination of proactive effective and targeted information to consumers