Oser Communications Group

GOURMET NEWS MAY 2015 www.gourmetnews.com GENERAL NEWS 8 Brothers Marketplace Brand Wins 2014 International Visual Identity Award The store brand identity design for Broth- ers Marketplace in Medfield, Massachu- setts, a new concept from Roche Bros., has won the 2014 International Visual Identity Award (IVIA) in the Retail cate- gory. This smaller neighborhood market experience inspired by European-style food markets, an original vision of Pat and Bud Roche, was brought to life by Boston-based Marquis and opened in summer 2014. Brothers Marketplace, with locations in Medfield and Weston, Massachusetts, brings an innovative approach to food, with a nod to the legacy of small neighborhood markets from long ago. Shoppers who visit will see an emphasis on unique offerings in prepared foods, baked goods, seasonal and exotic produce, meats, cheeses and pack- aged foods from local producers. Brothers Marketplace provides busy customers the ability to purchase grab-and-go items quickly while also offering an experiential culinary setting for lingering and savoring an array of seasonal foods. "We worked hard to create a special re- tail atmosphere for Brothers Marketplace, and are thrilled to see that the store has been recognized for its innovative brand," said Roche Bros. Operations Director, Aimee Morgida. "In working with Mar- quis, we harnessed today's passion and en- thusiasm for local farmer's market-like flair to create a new, aesthetic store design and identity. It is our goal for Brothers Market- place to offer customers inspi- ration, surprise and delight each time they walk into the store." Marquis was engaged by Roche Bros. to develop a com- prehensive brand for the new store from the ground up and com- plement the architec- tural design by BHDP. The IVIA recognizes the full visual brand identity program Marquis created. This includes brand strategy and messaging, brand identity and logo design, in- terior decor elements such as sig- nage, displays, packaging, labels, shopping bags, uniforms, menus and more, as well a suite of mar- keting collateral. Marquis also cre- ated a comprehensive brand book that allowed for the tight execution of the brand across all marketing channels and in-store materials for opening the new store. "Developing the brand and visual iden- tity for Brothers Mar- ketplace was a very in-depth experience," said Marquis Principal, Julie Vail. "We created an identity that satis- fied the vision of what this store concept should reflect: a gather- ing place with an inviting atmosphere filled with little experiences for customers and conveniences for the modern shop- per. We are honored to have partnered with Roche Bros. on this project and are proud of the work we've done and the success of these new stores." The IVIA is the first independent international design competition dedi- cated to visual identity. Its mission is to give good, vi- sual identity design the exposure it de- serves and formally recognize and cele- brate the world's most outstanding brand work. IVIA provides a global forum for large multinational corporations, de- sign agencies, freelancers or students still at design school to present their visual identity work. Roche Bros. Supermarkets was founded by brothers Pat and Bud Roche in 1952. Brothers Marketplace in Medfield is lo- cated at 446 Main Street and Brothers Marketplace in Weston is located at 41 Center Street. GN IUU Fishing Continued from PAGE 1 legal fishing, feel the effects of IUU fish- ing and seafood fraud in their pocket- books when their products are undercut in the market by cheaper illegally caught or mislabeled seafood. "The U.S. is a global leader on building sustainable fisheries and the seafood indus- try is an incredibly important part of our economy," said Kathryn Sullivan, PhD, NOAA Administrator. "IUU fishing and seafood fraud undermine economic and environmental sustainability of fisheries and fish stocks in the U.S. and around the world. These actions aim to level the play- ing field for legitimate fishermen, increase consumer confidence in the sustainability of seafood sold in the U.S., and ensure the vitality of marine fish stocks." Because American fishing boats are reg- ulated and heavily monitored, seafood fraud is not a big problem in American fish- eries, although there are problems with species substitutions at the retail level in grocery stores and restaurants. Substitu- tions can also occur when U.S. product is processed abroad, according to the task force's report. All seafood imported into the U.S. is subject to inspection by the federal Food and Drug Administration and must be documented to ensure that it meets the same standards as domestic seafood prod- ucts – it has to be clean, safe to eat and properly labeled. The plan offered by the presidential task force identifies actions that will strengthen enforcement, create and expand partnerships with state and local governments, industry, and non-governmental organizations, and create a risk-based traceability program to track seafood from harvest to entry into the American market. The plan also highlights ways in which the United States will work with other countries to combat IUU fishing and seafood fraud, including efforts to secure enforceable environmental provisions in the Trans-Pacific Partnership, a regional trade agreement among countries that together ac- count for approximately one-quarter of global marine catch and global seafood ex- ports. "U.S. federal fisheries are managed under a landmark piece of legislation called the Magnuson-Stevens Act that has cut overfished fisheries stocks in half from 1999 to 2012. Seafood Harvesters of America are extremely proud of the fact that 91 percent of U.S. fisheries stocks are not experiencing overfishing. Because our domestic fisheries are doing so well – and Americans should be so proud of the way we manage our fishery resources – we en- courage all Americans to consume more domestic seafood because, almost by de- fault, it's sustainable, based on the Magnu- son-Stevens Act and how it's worked to rebuild our fisheries stocks," says Brett Veerhusen, Executive Director of Seafood Harvesters of America, the national organ- ization of commercial fishermen based in Washington, D.C. "Because our U.S. fish- eries are managed at such a high level, it's important for American fishermen to be playing on a level playing field with im- ported products. When you import seafood, you import the ethics and ethos of that country of origin's fishery manage- ment practices. Meaning, as a world leader in sustainable fishery management, Amer- ican consumers demand that our imported seafood is of the same ethics and ethos that American fishermen nobly harvest." On the international front, the task force would like to see the U.S. conclude Trans Pacific Partnership negotiations during 2015 that include commitments to combat IUU fishing and first-ever provisions to eliminate harmful fisheries subsidies. The report calls on Congress to enact legislation implementing a Port State Measures Agree- ment and for at least 14 other countries to join the agreement. The task force also calls on regional fisheries management organi- zations and others to advance best practices to regulate international fisheries. Enforcement measures should include a strategy to optimize the collection, sharing, and analysis of information and resources to prevent IUU or fraudulently labeled seafood from entering U.S. commerce by September 2015, including tightening ex- isting laws that currently exempt fisheries violations and increasing civil and admin- istrative penalties for illegal fishing, accord- ing to the task force's recommendations. The task force also calls for greater atten- tion to combating seafood fraud and the sale of IUU seafood products by federal and state fisheries agencies and for better iden- tification of seafood species that are likely to be involved in seafood fraud and devel- opment of better ways to trace seafood and to convey information from the traceability system to American consumers. The first phase of this traceability program to track seafood from point of harvest into the American market is due to go into effect within 18 months. By December 2016, the task force will identify the next steps in expanding the program to all seafood entering U.S. com- merce, after taking into consideration the experience from this first year. This action plan reflects the Obama Administration's commitment to supporting sustainable fisheries in the Trans-Pacific Partnership (TPP), a regional agreement that includes four of the top 15 global producers of ma- rine fisheries products by volume. The agreement is expected to be the first-ever trade agreement to eliminate some of the most harmful fisheries subsidies, including those that contribute to overfishing. The U.S. is seeking similar commitments in the Transatlantic Trade and Investment Part- nership (T-TIP) negotiations with the Eu- ropean Union (EU). GN

• Cover