The Global Aquaculture Alliance unveiled a redesigned Best Aquaculture Practices (BAP) logo as part of a rebranding campaign that will officially roll out in October 2019. Since its inception in 2002, BAP has evolved and grown tremendously, and the rebranding campaign acknowledges the program’s journey from an industry-facing solution to a publicly recognized brand. 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.

“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,” said GAA CEO, Andrew Mallison.

In addition to the new logo, the rebranding campaign, that’s launching in October, will also feature a redesigned BAP website; 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. Updated BAP logo guidelines are available here.

Through the end of June, there were 2,414 BAP-certified farms, processing plants, hatcheries and feed mills worldwide. Additionally, the BAP program has more than 150 retail and foodservice endorsers who have committed to source seafood from BAP-certified facilities.