The Hess Collection is joining an ongoing program that seeks to educate consumers and businesses about sustainable seafood, associating its wine offerings with the Monterey Bay Aquarium’s Seafood Watch program starting in January.
The program began in 1997 with an exhibition at the California aquarium, which led to a review of the aquarium’s own seafood buying practices for its restaurants and catering events. As the aquarium’s policy changed, visitors began asking to learn more about it, and the aquarium responded with what eventually became the Seafood Watch program.
Now, the Hess Collection is adding to the sustainable seafood program by pairing wines from its Select tier with seafood choices suggested by the program.
“Seafood Watch is a natural extension of Donald Hess’ decades-long commitment to sustainability and giving back to our community,” said Derek Bromley, Hess chief marketing officer.
According to Bromley, the collaboration between Hess and Seafood Watch will take the form of retail promotional events, including a sweepstakes which offers the winners a three-day, two-night trip to Monterey, including a behind-the-scenes visit to the Aquariu.
The company will also offer traditional marketing through its wine merchants, consumer and trade events. Hess has also set up a website with links to Seafood Watch, a downloadable app and other materials.
Hess Select will also sponsor Cooking for Solutions, an annual event that recognizes and honors top Seafood Watch chefs for their sustainability efforts. The event takes place 17 to 19 May, 2013 at the aquarium.
