The Global Aquaculture Alliance (GAA) unveiled a new look for its Best Aquaculture Practices (BAP) third-party certification program on Thursday, 25 July.
A rebranding campaign for the BAP program will see a redesigned logo officially rolled out in October 2019, GAA said in a press release. BAP’s “journey from an industry-facing solution to a publicly recognized brand” was the catalyst for the rebranding effort, GAA explained.
“The centerpiece of the rebranding campaign is a new BAP logo that is more consumer friendly and displays more clearly on pack, in print and online,” the organization said. “The refreshed BAP logo better speaks to the program’s goal of continuous improvement and the program’s connection to GAA, which underwent a rebrand in 2016 as the organization approached its 20th anniversary.”
“We make the BAP logo available to certified partners free of charge and want to make sure that the logo is attractive, meaningful and easily recognized in global markets. This redesign has incorporated feedback from our partners and clearly links to the assurances on the environment, social, animal welfare and food safety provided by the BAP program,” added GAA CEO Andrew Mallison.
To promote improved readability and brand recognition, the new BAP logo boasts a horizontal parent version and the program’s acronym. Resembling an eye, the new logo “speaks to the program’s attention to detail in the standards-development and auditing process, and features a fish that points to the name and faces forward, recognizing that the program is on a path toward continuous improvement,” GAA said.
GAA also introduced a new on-pack BAP “star” logo incorporating its updated visage, which recognizes product from associated or integrated facilities with a star-based ranking system.
In October, GAA will launch a redesigned website for BAP as well as a marketing toolkit for retailers and foodservice operators containing point-of-sale materials, photo and video assets, and more; a separate marketing toolkit for producers; resources and signage for business-to-business events; and consumer-facing messaging to tell the story of responsible aquaculture.
The BAP logo remains free to use, GAA said – there is no logo-licensing fee associated with BAP. In an effort to mitigate any inconvenience brought about by the logo change-over, BAP partners will have until 1 October, 2020, to switch the logo on their respective packaging and websites and avoid any unnecessary costs.
“For BAP partners who have packaging or materials ready to go to print, the new logo, in English, is available now,” GAA said.
Administered by GAA, BAP is the world’s most comprehensive third-party aquaculture certification program, with standards encompassing environmental responsibility, social responsibility, food safety, animal health and welfare, and traceability. As of the end of June, there were 2,414 BAP-certified farms, processing plants, hatcheries and feed mills worldwide. To date, more than 150 retail and foodservice endorsers have committed to sourcing seafood from BAP-certified facilities.
Image coutesy of the Global Aquaculture Alliance/
