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A Simple Guide to Helping Share the Story of California Aquaculture

Purpose

The California Aquaculture Association represents a diverse and important industry, but public awareness is still limited. This toolkit is designed to help members easily share industry news, company updates, consumer education, California aquaculture stories, events, research, jobs, and positive industry developments across social media.

The goal is not to turn every member into a content creator. The goal is to make it easy for members to participate in a shared visibility effort.

More voices. More stories. More awareness.

Why This Matters

California aquaculture has a story worth telling.

It supports local food systems, coastal and rural economies, environmental restoration, seafood supply, research, workforce development, innovation, and responsible aquatic food production.

But if the industry does not tell its story, someone else will define it – or worse, the public may never hear it at all.

Social media gives CAA members a simple way to help people understand what aquaculture is, why it matters, and how it contributes to California’s food future.

What Members Can Share

Members can use their social media pages to share:

• Industry news
• California aquaculture updates
• Farm, hatchery, research, or facility photos
• Consumer education about seafood and aquatic foods
• Job openings and workforce stories
• Events, conferences, tours, and legislative updates
• Behind-the-scenes glimpses of daily operations
• Environmental and sustainability stories
• Research partnerships and innovation
• Recipes, product education, and “did you know?” facts

The Four Content Pillars

To keep it simple, members can organize posts around four main themes:

1. EducateHelp the public understand aquaculture.

   Example: “Did you know aquaculture is one of the fastest-growing food production sectors in the world? Here in California, producers, researchers, and industry partners are working to grow aquatic foods responsibly, support local economies, and strengthen seafood supply.”

2. HumanizeShow the people behind the industry.

   Example: “Behind every aquaculture operation are farmers, scientists, hatchery teams, processors, logistics professionals, students, and seafood specialists working hard to bring quality aquatic foods to market.”

3. PromoteShare member news, products, jobs, events, and wins.

   Example: “We’re proud to be part of California’s growing aquaculture community. From innovation to food production to workforce development, this industry is creating real opportunities across the state.”

4. AdvocateHelp decision-makers and the public understand why aquaculture matters.

   Example: “California aquaculture plays an important role in food security, economic development, environmental stewardship, and the future of sustainable seafood. Supporting this industry means supporting local food, jobs, and responsible growth.”

Easy Posting Schedule

Members do not need to post every day. A simple rhythm could be:

• Once per week: Share a CAA post, industry article, or company update.
• Once per month: Post something original from your business, farm, facility, team, or region.
• Quarterly: Highlight a larger story, milestone, event, or industry issue.

The key is consistency, not perfection.

Simple Member Post Formula

Use this easy structure:

1. Start with the point.
   What do you want people to know?
2. Add one detail.
   Why does it matter?
3. Make it human.
   Who is involved? What is happening?
4. End with a simple takeaway.
   Why should people care?

Example: “California aquaculture is more than seafood production. It is science, farming, restoration, jobs, innovation, and food security. We’re proud to be part of an industry helping shape the future of aquatic foods in our state.”

Suggested Hashtags

#CaliforniaAquaculture
#CAGrown
#Aquaculture
#Seafood
#SustainableSeafood
#AquaticFood
#BlueEconomy
#CaliforniaSeafood
#FutureOfFood
#CAAquaculture
#SeafoodIndustry
#EatFish
#EatMoreFish
#USAquaculture
#FeedTheNation

Best Practices

• Keep posts clear and simple.
• Use real photos whenever possible.
• Avoid jargon unless you explain it.
• Celebrate people, places, products, and progress.
• Share CAA posts to amplify the association’s voice.
• Collaborate with / tag CAA, partners, agencies, schools, and companies when appropriate.
• Stay positive, factual, and professional.
• When discussing regulations, policy, or sensitive issues, speak carefully and accurately.

What Not to Do

• Do not argue in comment sections.
• Do not share confidential business information.
• Do not post unsafe work practices or anything that could be misunderstood.
• Do not overcomplicate the message.
• Do not assume the public already understands aquaculture.

Big Picture Message

California aquaculture needs more visibility, more understanding, and more public connection.

This toolkit gives every member a simple way to participate.

Not every post has to be perfect. It just has to help tell the story.

The more the industry shares, the more the public understands.The more the public understands, the stronger the future of

California aquaculture becomes.