Legal Doesn’t Always Mean Right

I have never dined at Legal Sea Foods, “a fish company in the restaurant business.” Perhaps, I will someday–I’m intrigued by the brand’s appeal to those with a diminished tolerance for humorless environmentalists (even though I sometimes fall into that camp, myself).

“I’m not trying to antagonize environmentalists,” says Roger Berkowitz, CEO of Legal Sea Foods. “I’m trying to educate consumers.” Hmmm. Last time I checked my Thesaurus, “educate” and “amuse” were not synonyms.

Of course, the folks at Greenpeace aren’t at all amused. “Ironically, the trout sold by Legal Sea Foods is farmed and has never seen a golden brook or sunlit stream,” says John Hocevar, director of Greenpeace Oceans. “The choice isn’t between putting fish on a pedestal or eating them, it’s between reforming the way we produce our seafood or irrevocably degrading our oceans.”

via: USA Today and Fast Company



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.