Ever scanned through the menu at a local fine dining restaurant and come across this symbol? 
(Source: Vancouver Aquarium Ocean Wise)
While consumers are becoming more environmentally conscious, Vancouver locals are also being more vigilant when considering dining options; Ocean Wise being one of the many programs guaranteeing an ocean-friendly seafood choice.
BC salmon farmers, not only wishing to gain recognition on a local scale, are also striving to meet a new global environmental standard, the Aquaculture Stewardship Council certification.
Why would players in the food industry go through such hassle and regulation? To create product market fit (Steve Blank). As we see a growing segment of sustainably selective consumers, the industry is trying to satisfy customer needs. It is a point of difference that is likely going to place certain businesses on a higher playing field, given the rigour of the certification.
For instance, Loblaws, who has been losing market share to domestic and foreign competitors like Walmart, will be the first retailer in North America to sell ASC certified salmon, as a strategy to put them ahead in the game. While it isn’t necessarily the farming method that customers are worried about, the ASC standard will definitely provide a safety assurance, delivering customers a value proposition that fulfills “jobs-to-be-done” (Clayton Christensen).