Ocean Wise Conservation Association
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| Nickname | Ocean Wise |
|---|---|
| Formation | 2017 |
| Type | Nonprofit organization |
| Purpose | Ocean conservation |
| Headquarters | Vancouver,British Columbia, Canada |
Interim CEO | Jennie Moushos (since 2025) |
Rormer President & CEO | Lasse Gustavsson |
| Website | ocean |
Ocean Wise Conservation Association, or simply Ocean Wise, is a global nonprofit marine conservation organization based in Vancouver, British Columbia, Canada. It works to protect and restore the health of the world's ocean through scientific research, education, public engagement, sustainable seafood initiatives, citizen science programs, and direct environmental action.[1]
Ocean Wise traces its roots to marine conservation programs developed at the Vancouver Aquarium Marine Science Centre in the mid‑20th century.[2] The Vancouver Aquarium, opened in 1956, became a leading institution in marine research and education in Canada.
The Great Canadian Shoreline Cleanup, now one of Canada's largest volunteer‑led conservation programs, began in 1994 along the shoreline of Stanley Park in Vancouver, led by a small team of Vancouver Aquarium staff and volunteers, and expanded nationally by 2002 to include thousands of participants across Canada.[3]
In 2005, the sustainable seafood program that would later become an integral part of Ocean Wise was launched at the Vancouver Aquarium.[4] The Ocean Wise sustainable seafood program has been described in independent surveys as one of the most widely recognized sustainable seafood ecolabels among Canadian consumers.[5]
In 2017, Ocean Wise was established as a global nonprofit dedicated to ocean conservation, expanding beyond its origins in aquarium‑based programs.[2] This reorganization aimed to shift from an aquarium‑centric approach to a broader, globally focused marine conservation organization.
In 2021, ownership of the Vancouver Aquarium was transferred from Ocean Wise to Herschend Family Enterprises due to financial challenges associated with the COVID-19 pandemic.[6] Ocean Wise remained an independent charitable organization focused on conservation and education, with a commitment from the aquarium's new operator to support Ocean Wise's work through an annual donation equal to 1% of the aquarium's gross revenues to its conservation and education programs.[7]
In 2022, Ocean Wise also introduced a new brand identity, including an updated visual design and a revised Ocean Wise Seafood symbol, as part of a broader organizational repositioning following the aquarium sale.[8]
As of 2025, Ocean Wise Conservation Association continues its operations through international conservation initiatives, public advocacy, and research-based programs. During this period, the organization launched the Invest in the Ocean campaign, highlighting the importance of protecting ocean health and supporting sustainable fisheries, marine biodiversity, and the livelihoods of communities dependent on the ocean.[9] The campaign emphasizes the ocean's role in carbon absorption, oxygen production, and global food security, while reinforcing Ocean Wise's ongoing conservation, education, and restoration initiatives in marine environments.
Structure and mission
Ocean Wise operates as a registered charity under Canadian law and as a nonprofit environmental organization.[10] Its stated mission is to build a global community that takes meaningful action to protect and restore our ocean. The organization emphasizes inclusion, equity, and global engagement in its conservation initiatives.