The Knowledge and Development Gaps were used to identify the following priorities to address within the next 10 years. The order of tackling the identified first order priorities matters, as addressing some of these priorities creates enabling conditions for others. Seaweed’s climate-mitigation impact as a food source depends on whether it can replace higher-carbon foods in people’s diets. Scientific and technological advances can enable strains and products that match conventional foods on taste, texture, and price, while targeted communications build consumer awareness and demand. With demand established, policy can follow by creating supportive frameworks and incentives to further scale production. Collectively, addressing the First-Order Priorities can help produce low carbon seaweed-based food products for scaled adoption and subsequent greenhouse gas mitigation.

The order of tackling the identified first order priorities matters, as addressing some of these priorities creates enabling conditions for others. Seaweed’s climate-mitigation impact as a food source depends on whether it can replace higher-carbon foods in people’s diets. Scientific and technological advances can enable strains and products that match conventional foods on taste, texture, and price, while targeted communications build consumer awareness and demand. With demand established, policy can follow by creating supportive frameworks and incentives to further scale production. Collectively, addressing the First-Order Priorities can help produce low carbon seaweed-based food products for scaled adoption and subsequent greenhouse gas mitigation.

Goal

By 2032, at least five commercially cultivated seaweed species have characterized nutritional and contaminant profiles, and a sufficient clinical evidence base exists to support regulatory nutrition claims in at least two major food categories.

Key Actions

• Map genetic and phenotypic diversity across commercially relevant seaweed species and growing regions to identify strains best suited for food applications
• Establish trait-targeted breeding programs for priority food species, selecting for high protein and essential amino acid content, low polysaccharide load, and low heavy metal bioaccumulation
• Develop multi-omics characterization pipelines that link genotype to nutritional profile and food safety outcomes, enabling consistent composition tracking from farm to finished product
• Design and fund trials in target consumer populations to establish bioavailability and health outcomes for leading food species — prioritizing trials in new geographies where regulatory approval requires evidence
• Build systematic contaminant databases (heavy metals, iodine, marine biotoxins) across species, growing sites, and seasons, linked to processing method outcomes

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Federal departments involved in agriculture and basic R&D funding	Fund multi-year strain characterization program; support consumer trial infrastructure	Basic R&D at this scale requires public funding — market signals are too weak and timelines too long for private capital alone. Public funders can also require open-access data-sharing that creates a shared evidence commons
Academic researchers involved in seaweed aquaculture	Lead on R&D for selectively bred or genetically engineered strains to identify those most promising for scaled production, run consumer trials and publish results in peer reviewed journals.	Academic researchers will have the capacity to safely test different strains in lab and mesocosm studies and transparently share the results of their efforts
Food product manufacturers	In partnership with academic researchers, define target nutritional and biochemical profiles required for end products Partner with academic researchers to conduct species strain R&D and consumer trials Test new strains in commercial processing settings	Food product manufacturers stand the most to benefit from the outcomes of Key Actions and so should lead on their activation and sustainment. They also have capacity and knowledge on the needs and desires of their customers and therefore must be involved to identify desirable species/strains

Goal

By 2032, at least five commercially cultivated seaweed species have characterized nutritional and contaminant profiles, and a sufficient clinical evidence base exists to support regulatory nutrition claims in at least two major food categories.

Key Actions

• Map genetic and phenotypic diversity across commercially relevant seaweed species and growing regions to identify strains best suited for food applications
• Establish trait-targeted breeding programs for priority food species, selecting for high protein and essential amino acid content, low polysaccharide load, and low heavy metal bioaccumulation
• Develop multi-omics characterization pipelines that link genotype to nutritional profile and food safety outcomes, enabling consistent composition tracking from farm to finished product
• Design and fund trials in target consumer populations to establish bioavailability and health outcomes for leading food species — prioritizing trials in new geographies where regulatory approval requires evidence
• Build systematic contaminant databases (heavy metals, iodine, marine biotoxins) across species, growing sites, and seasons, linked to processing method outcomes

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Federal departments involved in agriculture and basic R&D funding	Fund multi-year strain characterization program; support consumer trial infrastructure	Basic R&D at this scale requires public funding — market signals are too weak and timelines too long for private capital alone. Public funders can also require open-access data-sharing that creates a shared evidence commons
Academic researchers involved in seaweed aquaculture	Lead on R&D for selectively bred or genetically engineered strains to identify those most promising for scaled production, run consumer trials and publish results in peer reviewed journals.	Academic researchers will have the capacity to safely test different strains in lab and mesocosm studies and transparently share the results of their efforts
Food product manufacturers	In partnership with academic researchers, define target nutritional and biochemical profiles required for end products Partner with academic researchers to conduct species strain R&D and consumer trials Test new strains in commercial processing settings	Food product manufacturers stand the most to benefit from the outcomes of Key Actions and so should lead on their activation and sustainment. They also have capacity and knowledge on the needs and desires of their customers and therefore must be involved to identify desirable species/strains

Goal: By 2032, at least five commercially cultivated seaweed species have characterized nutritional and contaminant profiles, and a sufficient clinical evidence base exists to support regulatory nutrition claims in at least two major food categories. Key Actions

• Map genetic and phenotypic diversity across commercially relevant seaweed species and growing regions to identify strains best suited for food applications
• Establish trait-targeted breeding programs for priority food species, selecting for high protein and essential amino acid content, low polysaccharide load, and low heavy metal bioaccumulation
• Develop multi-omics characterization pipelines that link genotype to nutritional profile and food safety outcomes, enabling consistent composition tracking from farm to finished product
• Design and fund trials in target consumer populations to establish bioavailability and health outcomes for leading food species — prioritizing trials in new geographies where regulatory approval requires evidence
• Build systematic contaminant databases (heavy metals, iodine, marine biotoxins) across species, growing sites, and seasons, linked to processing method outcomes

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Federal departments involved in agriculture and basic R&D funding	Fund multi-year strain characterization program; support consumer trial infrastructure	Basic R&D at this scale requires public funding — market signals are too weak and timelines too long for private capital alone. Public funders can also require open-access data-sharing that creates a shared evidence commons
Academic researchers involved in seaweed aquaculture	Lead on R&D for selectively bred or genetically engineered strains to identify those most promising for scaled production, run consumer trials and publish results in peer reviewed journals.	Academic researchers will have the capacity to safely test different strains in lab and mesocosm studies and transparently share the results of their efforts
Food product manufacturers	In partnership with academic researchers, define target nutritional and biochemical profiles required for end products Partner with academic researchers to conduct species strain R&D and consumer trials Test new strains in commercial processing settings	Food product manufacturers stand the most to benefit from the outcomes of Key Actions and so should lead on their activation and sustainment. They also have capacity and knowledge on the needs and desires of their customers and therefore must be involved to identify desirable species/strains

Goal:

By 2033, at least two low-carbon extraction methods have been demonstrated at commercial pilot scale for priority food species, delivering products at ≥30% target compound concentration to bridge the nutritional density gap with competitors, bypass sensory barriers, and be cost-competitive in the markets.

Key Actions

• Develop and test low-carbon pre-treatment and processing methods (e.g., EAE, MAE, UAE; fermentation; enzyme hydrolysis)
• Explore the possibility of co-extraction methods with existing seaweed processing industries (e.g., pharmaceutical industry partners who already extract polysaccharides for algin, etc.)
• Explore on-site processing facilities with seaweed farms
• Accelerate the development and testing of product quality based on flavor, texture, and digestibility
• Develop and test low-carbon packaging and storage technologies to increase stability and shelf-life (e.g., freeze-drying, fermentation, ensiling)

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Federal departments involved in basic R&D funding	Provide funding grants specifically catered to engineering and innovation for seaweed extraction methodologies	A federal funding program tailored to this task can ensure a diverse R&D portfolio to study multiple pathways and accelerate the field. Federal funders can also support more early-stage innovation, taking on more science and technology risks
Private/philanthropic funding organizations	Provide funding grants specifically catered to engineering and innovation for seaweed extraction methodologies	Philanthropic funding can provide critical capital to accelerate R&D for one or more of the key actions that unlock climate impacts
Existing seaweed processing companies (e.g., pharmaceuticals, nutraceuticals)	Partner with food product manufacturers to share conversion and stabilization technologies for testing blended products and cascading biorefinery methods	Existing seaweed processing companies have the infrastructure, capacity, and expertise to test different types of processing workstreams, including cascading biorefineries. They can help identify the efficacy of promising extraction methodologies and feasibility at scale
Food producers	Test and standardize energy-efficient conversion technologies and explore integration with cascading biorefinery systems Provide transparency in conversion performance metrics	Food product manufacturers have the infrastructure, expertise, and incentive to explore R&D innovations that lower their operational costs, gain competitive advantage through new innovations and increase demand for their services. Therefore, they should lead R&D project planning

Goal: By 2033, at least two low-carbon extraction methods have been demonstrated at commercial pilot scale for priority food species, delivering products at ≥30% target compound concentration to bridge the nutritional density gap with competitors, bypass sensory barriers, and be cost-competitive in the markets. Key Actions

• Develop and test low-carbon pre-treatment and processing methods (e.g., EAE, MAE, UAE; fermentation; enzyme hydrolysis)
• Explore the possibility of co-extraction methods with existing seaweed processing industries (e.g., pharmaceutical industry partners who already extract polysaccharides for algin, etc.)
• Explore on-site processing facilities with seaweed farms
• Accelerate the development and testing of product quality based on flavor, texture, and digestibility
• Develop and test low-carbon packaging and storage technologies to increase stability and shelf-life (e.g., freeze-drying, fermentation, ensiling)

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Federal departments involved in basic R&D funding	Provide funding grants specifically catered to engineering and innovation for seaweed extraction methodologies	A federal funding program tailored to this task can ensure a diverse R&D portfolio to study multiple pathways and accelerate the field. Federal funders can also support more early-stage innovation, taking on more science and technology risks
Private/philanthropic funding organizations	Provide funding grants specifically catered to engineering and innovation for seaweed extraction methodologies	Philanthropic funding can provide critical capital to accelerate R&D for one or more of the key actions that unlock climate impacts
Existing seaweed processing companies (e.g., pharmaceuticals, nutraceuticals)	Partner with food product manufacturers to share conversion and stabilization technologies for testing blended products and cascading biorefinery methods	Existing seaweed processing companies have the infrastructure, capacity, and expertise to test different types of processing workstreams, including cascading biorefineries. They can help identify the efficacy of promising extraction methodologies and feasibility at scale
Food producers	Test and standardize energy-efficient conversion technologies and explore integration with cascading biorefinery systems Provide transparency in conversion performance metrics	Food product manufacturers have the infrastructure, expertise, and incentive to explore R&D innovations that lower their operational costs, gain competitive advantage through new innovations and increase demand for their services. Therefore, they should lead R&D project planning

Goal:

By 2032, standardized lifecycle analyses are available for the top five food species across at least three major production regions, enabling direct comparison with conventional competitors on climate impact, cost, and socioeconomic benefit for producing communities.

Key Actions

• Expand LCA programs to cover priority food species across major production regions in the world— using standardized functional units and system boundaries that include full end-to-end emissions (including consumer transport and end-use)
• Conduct direct comparative LCAs against the specific conventional products that seaweed foods are intended to substitute, at the same functional unit (e.g., protein/dietary fiber content, per serving) rather than per ton of biomass
• Embed socioeconomic assessment into demonstration farm programs in high-production regions to quantify how food value chains affect producer income, community wellbeing, and value distribution along the supply chain

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Academic research institutions	Conduct independent lifecycle analyses to quantify the environmental footprint of seaweed-based food products compared to high-carbon competitors, with estimates for what this means at scale	Academic researchers can act as a third-party in assessing end-to-end benefits of using seaweed-based products over conventional ones. This can inform farmers and top-down decision makers if/how to adopt seaweed-based products
Environmental non-government organizations	Conduct independent lifecycle analyses to quantify the economic and environmental footprint of seaweed-based food compared to high-carbon competitors, with estimates for what this means at scale	Environmental non-government organizations can act as a third-party in assessing end-to-end cost and benefits of using seaweed-based products over conventional ones. This can inform farmers and top-down decision makers if/how to adopt seaweed-based products
Major food manufacturers and institutional buyers (e.g., Unilever, Nestlé, Sodexo)	Signal procurement interest contingent on verified environmental performance data; co-fund LCA programs that generate the product-specific evidence they require for supplier qualification	Anchor procurement commitments from large buyers create the market pull that justifies upstream investment — but buyers will not commit without independent evidence that meets their own sustainability reporting standards. Their co-investment in evidence generation aligns interests.

Goal: By 2032, standardized lifecycle analyses are available for the top five food species across at least three major production regions, enabling direct comparison with conventional competitors on climate impact, cost, and socioeconomic benefit for producing communities. Key Actions

• Expand LCA programs to cover priority food species across major production regions in the world— using standardized functional units and system boundaries that include full end-to-end emissions (including consumer transport and end-use)
• Conduct direct comparative LCAs against the specific conventional products that seaweed foods are intended to substitute, at the same functional unit (e.g., protein/dietary fiber content, per serving) rather than per ton of biomass
• Embed socioeconomic assessment into demonstration farm programs in high-production regions to quantify how food value chains affect producer income, community wellbeing, and value distribution along the supply chain

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Academic research institutions	Conduct independent lifecycle analyses to quantify the environmental footprint of seaweed-based food products compared to high-carbon competitors, with estimates for what this means at scale	Academic researchers can act as a third-party in assessing end-to-end benefits of using seaweed-based products over conventional ones. This can inform farmers and top-down decision makers if/how to adopt seaweed-based products
Environmental non-government organizations	Conduct independent lifecycle analyses to quantify the economic and environmental footprint of seaweed-based food compared to high-carbon competitors, with estimates for what this means at scale	Environmental non-government organizations can act as a third-party in assessing end-to-end cost and benefits of using seaweed-based products over conventional ones. This can inform farmers and top-down decision makers if/how to adopt seaweed-based products
Major food manufacturers and institutional buyers (e.g., Unilever, Nestlé, Sodexo)	Signal procurement interest contingent on verified environmental performance data; co-fund LCA programs that generate the product-specific evidence they require for supplier qualification	Anchor procurement commitments from large buyers create the market pull that justifies upstream investment — but buyers will not commit without independent evidence that meets their own sustainability reporting standards. Their co-investment in evidence generation aligns interests.

Goal:

By 2031, seaweed-specific food safety classifications and maximum contaminant limits are adopted in at least three major geographies, and a Codex-aligned international reference framework for seaweed food products is under active development.

Key Actions

• Standardize limits on biocontaminants present in products at the international level through FAO/WHO/Codex processes
• Include seaweed-based foods in nutrition and composition standards and classifications, as well as novel food regulations, that establish the seaweed origins and analyze the presence and concentration of any biotoxins
• Create an open-access data inventory of food safety data, tailored to region-specific exposure, including how different seaweed processing methods may affect food product quality and/or concentration of biocontaminants

Key Actors and Roles

Actor Group	Specific Roles	Rationale
International food safety experts and panels (e.g., FAO, WHO)	Create a standardization of the caps on chemical and biological hazards that can be present in products and be integrated at the international level Develop guidelines for including seaweed-based food products in organic standards and classifications Create an open-access database for food safety data of products grown with seaweed Catalyze sustained inventories of food safety of products grown with seaweed	As primary actors in coordination of international food safety, international food safety experts and panels should take the lead on all Key Actions. They should also develop ways to build awareness and literacy of new standards and their rationale
National and regional food safety regulators	Streamline process for including seaweed-based foods into novel regulations, distinct from nutraceuticals and other supplement products	National and regional food safety regulators control if and how seaweed is classified as a food in associated jurisdictions; their ability to identify and classify novel seaweed-based foods is a lever in the food market

Goal:

By 2031, seaweed-specific food safety classifications and maximum contaminant limits are adopted in at least three major geographies, and a Codex-aligned international reference framework for seaweed food products is under active development.

Key Actions

• Standardize limits on biocontaminants present in products at the international level through FAO/WHO/Codex processes
• Include seaweed-based foods in nutrition and composition standards and classifications, as well as novel food regulations, that establish the seaweed origins and analyze the presence and concentration of any biotoxins
• Create an open-access data inventory of food safety data, including how different seaweed processing methods may affect food product quality and/or concentration of biocontaminants

Key Actors and Roles

Actor Group	Specific Roles	Rationale
International food safety experts and panels (e.g., FAO, WHO)	Create a standardization of the caps on chemical and biological hazards that can be present in products and be integrated at the international level Develop guidelines for including seaweed-based food products in organic standards and classifications Create an open-access database for food safety data of products grown with seaweed Catalyze sustained inventories of food safety of products grown with seaweed	As primary actors in coordination of international food safety, international food safety experts and panels should take the lead on all Key Actions. They should also develop ways to build awareness and literacy of new standards and their rationale
National and regional food safety regulators	Streamline process for including seaweed-based foods into novel regulations, distinct from nutraceuticals and other supplement products	National and regional food safety regulators control if and how seaweed is classified as a food in associated jurisdictions; their ability to identify and classify novel seaweed-based foods is a lever in the food market

Goal:

By 2031, seaweed-specific food safety classifications and maximum contaminant limits are adopted in at least three major geographies, and a Codex-aligned international reference framework for seaweed food products is under active development.

Key Actions

• Standardize limits on biocontaminants present in products at the international level through FAO/WHO/Codex processes
• Include seaweed-based foods in nutrition and composition standards and classifications, as well as novel food regulations, that establish the seaweed origins and analyze the presence and concentration of any biotoxins
• Create an open-access data inventory of food safety data, including how different seaweed processing methods may affect the content of hazards and if/how food product quality changes
  • Catalyze sustained inventories of food safety of food products with seaweed

Key Actors and Roles

Actor Group	Specific Roles	Rationale
International food safety experts and panels (e.g., FAO, WHO)	Create a standardization of the caps on chemical and biological hazards that can be present in products and be integrated at the international level Develop guidelines for including seaweed-based food products in organic standards and classifications Create an open-access database for food safety data of products grown with seaweed Catalyze sustained inventories of food safety of products grown with seaweed	As primary actors in coordination of international food safety, international food safety experts and panels should take the lead on all Key Actions. They should also develop ways to build awareness and literacy of new standards and their rationale
National and regional food safety regulators	Streamline process for including seaweed-based foods into novel regulations, distinct from nutraceuticals and other supplement products	National and regional food safety regulators control if and how seaweed is classified as a food in associated jurisdictions; their ability to identify and classify novel seaweed-based foods is a lever in the food market

Goal: By 2031, seaweed-specific food safety classifications and maximum contaminant limits are adopted in at least three major geographies, and a Codex-aligned international reference framework for seaweed food products is under active development. Key Actions

• Standardize limits on biocontaminants present in products at the international level through FAO/WHO/Codex processes
• Include seaweed-based foods in nutrition and composition standards and classifications, as well as novel food regulations, that establish the seaweed origins and analyze the presence and concentration of any biotoxins
• Create an open-access data inventory of food safety data, including how different seaweed processing methods may affect the content of hazards and if/how food product quality changes
  • Catalyze sustained inventories of food safety of food products with seaweed

Key Actors and Roles

Actor Group	Specific Roles	Rationale
International food safety experts and panels (e.g., FAO, WHO)	Create a standardization of the caps on chemical and biological hazards that can be present in products and be integrated at the international level Develop guidelines for including seaweed-based food products in organic standards and classifications Create an open-access database for food safety data of products grown with seaweed Catalyze sustained inventories of food safety of products grown with seaweed	As primary actors in coordination of international food safety, international food safety experts and panels should take the lead on all Key Actions. They should also develop ways to build awareness and literacy of new standards and their rationale
National and regional food safety regulators	Streamline process for including seaweed-based foods into novel regulations, distinct from nutraceuticals and other supplement products	National and regional food safety regulators control if and how seaweed is classified as a food in associated jurisdictions; their ability to identify and classify novel seaweed-based foods is a lever in the food market

Goal:

By 2034, targeted demand activation programs are underway in at least three new geographies, supported by independently verified nutrition and environmental claims, measurable increases in consumer trial rates, and identifiable commercial offtake commitments from food service or retail partners.

Key Actions

• Conduct consumer preference studies in target novel markets to identify the specific environmental and nutritional claims with the greatest influence on trial and repeat purchase, and the product formats and channels best suited to each market context. Studies should specifically identify which nutritional claims can impact food justice/security concerns so that products are not marketed as exclusive luxury items
• Develop science-grounded, independently reviewed consumer communication materials — distinct from promotional campaigns — that accurately represent what seaweed foods deliver and how they compare to conventional alternatives
• Partner with food service operators, retail chains, and recipe developers to build seaweed foods into mainstream meal formats and distribution channels in target markets
• Develop a visible, independently verified environmental label for seaweed food products, enabling consumers and buyers to identify climate-competitive products at point of sale
• Design communications programs in partnership with communities in high-production regions to ensure that market development benefits, including premium pricing and value-chain participation, flow to producing communities rather than exclusively to processors and retailers in importing markets

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Incumbent and emerging food producers and retailers (e.g., Atlantic Sea Farms, Umaro Foods, major supermarket chains in target markets)	Lead branding, recipe development, and sampling campaigns grounded in verified nutrition and environmental claims; provide early-stage test markets and transparent sales data on consumer uptake	Producers and retailers have the market access, distribution infrastructure, and commercial incentive to drive adoption. Their involvement ensures communications are grounded in real product performance and supply availability — not aspirational claims that erode trust if unmet.
Food system communications organizations and environmental NGOs	Develop and validate independent consumer communication materials; build third-party credibility for environmental labelling; support media engagement and public education campaigns	Consumer trust in sustainability claims depends on independent verification. NGOs and food system communicators provide the credibility that producer-funded campaigns cannot — especially in markets where sustainable food claims are already viewed with skepticism.
National governments and food system agencies in target novel markets	Integrate seaweed foods into public food system strategies, dietary guidelines, and institutional procurement programs (schools, hospitals, government catering) to create anchor demand and normalise consumption	Government procurement and dietary guidance are the most powerful levers for creating sustained, predictable demand at scale. Public sector adoption signals legitimacy to private consumers and removes the 'niche product' framing that limits mainstream uptake.

Goal:

By 2034, targeted demand activation programs are underway in at least three new geographies, supported by independently verified nutrition and environmental claims, measurable increases in consumer trial rates, and identifiable commercial offtake commitments from food service or retail partners.

Key Actions

• Conduct consumer preference studies in target novel markets to identify the specific environmental and nutritional claims with the greatest influence on trial and repeat purchase, and the product formats and channels best suited to each market context. Studies should specifically identify which nutritional claims can impact food justice/security concerns so that products are not marketed as exclusive luxury items
• Develop science-grounded, independently reviewed consumer communication materials — distinct from promotional campaigns — that accurately represent what seaweed foods deliver and how they compare to conventional alternatives
• Partner with food service operators, retail chains, and recipe developers to build seaweed foods into mainstream meal formats and distribution channels in target markets
• Develop and promote a visible, independently verified environmental label for seaweed food products, enabling consumers and buyers to identify climate-competitive products at point of sale
• Design communications programs in partnership with communities in high-production regions to ensure that market development benefits, including premium pricing and value-chain participation, flow to producing communities rather than exclusively to processors and retailers in importing markets

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Incumbent and emerging food producers and retailers (e.g., Atlantic Sea Farms, Umaro Foods, major supermarket chains in target markets)	Lead branding, recipe development, and sampling campaigns grounded in verified nutrition and environmental claims; provide early-stage test markets and transparent sales data on consumer uptake	Producers and retailers have the market access, distribution infrastructure, and commercial incentive to drive adoption. Their involvement ensures communications are grounded in real product performance and supply availability — not aspirational claims that erode trust if unmet.
Food system communications organizations and environmental NGOs	Develop and validate independent consumer communication materials; build third-party credibility for environmental labelling; support media engagement and public education campaigns	Consumer trust in sustainability claims depends on independent verification. NGOs and food system communicators provide the credibility that producer-funded campaigns cannot — especially in markets where sustainable food claims are already viewed with skepticism.
National governments and food system agencies in target novel markets	Integrate seaweed foods into public food system strategies, dietary guidelines, and institutional procurement programs (schools, hospitals, government catering) to create anchor demand and normalise consumption	Government procurement and dietary guidance are the most powerful levers for creating sustained, predictable demand at scale. Public sector adoption signals legitimacy to private consumers and removes the 'niche product' framing that limits mainstream uptake.

Goal:

By 2034, targeted demand activation programs are underway in at least three new geographies, supported by independently verified nutrition and environmental claims, measurable increases in consumer trial rates, and identifiable commercial offtake commitments from food service or retail partners.

Key Actions

• Conduct consumer preference studies in target novel markets to identify the specific environmental and nutritional claims with the greatest influence on trial and repeat purchase, and the product formats and channels best suited to each market context. Studies should specifically identify which nutritional claims can impact food justice/security concerns so that products are not marketed as exclusive luxury items
• Develop science-grounded, independently reviewed consumer communication materials — distinct from promotional campaigns — that accurately represent what seaweed foods deliver and how they compare to conventional alternatives
• Partner with food service operators, retail chains, and recipe developers to build seaweed foods into mainstream meal formats and distribution channels in target markets
• Develop and promote a visible, independently verified environmental label for seaweed food products, enabling consumers and buyers to identify climate-competitive products at point of sale
• Design communications programs in partnership with communities in high-production regions to ensure that market development benefits, including premium pricing and value-chain participation, flow to producing communities rather than exclusively to processors and retailers in importing markets

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Incumbent and emerging food producers and retailers (e.g., Atlantic Sea Farms, Umaro Foods, major supermarket chains in target markets)	Lead branding, recipe development, and sampling campaigns grounded in verified nutrition and environmental claims; provide early-stage test markets and transparent sales data on consumer uptake	Producers and retailers have the market access, distribution infrastructure, and commercial incentive to drive adoption. Their involvement ensures communications are grounded in real product performance and supply availability — not aspirational claims that erode trust if unmet.
Food system communications organizations and environmental NGOs	Develop and validate independent consumer communication materials; build third-party credibility for environmental labelling; support media engagement and public education campaigns	Consumer trust in sustainability claims depends on independent verification. NGOs and food system communicators provide the credibility that producer-funded campaigns cannot — especially in markets where sustainable food claims are already viewed with skepticism.
National governments and food system agencies in target novel markets	Integrate seaweed foods into public food system strategies, dietary guidelines, and institutional procurement programs (schools, hospitals, government catering) to create anchor demand and normalise consumption	Government procurement and dietary guidance are the most powerful levers for creating sustained, predictable demand at scale. Public sector adoption signals legitimacy to private consumers and removes the 'niche product' framing that limits mainstream uptake.

Goal:

By 2034, targeted demand activation programs are underway in at least three new geographies, supported by independently verified nutrition and environmental claims, measurable increases in consumer trial rates, and identifiable commercial offtake commitments from food service or retail partners.

Key Actions

• Conduct consumer preference studies in target novel markets to identify the specific environmental and nutritional claims with the greatest influence on trial and repeat purchase, and the product formats and channels best suited to each market context. Studies should specifically identify which nutritional claims can impact food justice/security concerns so that products are not marketed as exclusive luxury items
• Develop science-grounded, independently reviewed consumer communication materials — distinct from promotional campaigns — that accurately represent what seaweed foods deliver and how they compare to conventional alternatives
• Partner with food service operators, retail chains, and recipe developers to build seaweed foods into mainstream meal formats and distribution channels in target markets
• Establish and promote a visible, independently verified environmental label for seaweed food products, enabling consumers and buyers to identify climate-competitive products at point of sale
• Design communications programs in partnership with communities in high-production regions to ensure that market development benefits, including premium pricing and value-chain participation, flow to producing communities rather than exclusively to processors and retailers in importing markets

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Incumbent and emerging food producers and retailers (e.g., Atlantic Sea Farms, Umaro Foods, major supermarket chains in target markets)	Lead branding, recipe development, and sampling campaigns grounded in verified nutrition and environmental claims; provide early-stage test markets and transparent sales data on consumer uptake	Producers and retailers have the market access, distribution infrastructure, and commercial incentive to drive adoption. Their involvement ensures communications are grounded in real product performance and supply availability — not aspirational claims that erode trust if unmet.
Food system communications organizations and environmental NGOs	Develop and validate independent consumer communication materials; build third-party credibility for environmental labelling; support media engagement and public education campaigns	Consumer trust in sustainability claims depends on independent verification. NGOs and food system communicators provide the credibility that producer-funded campaigns cannot — especially in markets where sustainable food claims are already viewed with skepticism.
National governments and food system agencies in target novel markets	Integrate seaweed foods into public food system strategies, dietary guidelines, and institutional procurement programs (schools, hospitals, government catering) to create anchor demand and normalise consumption	Government procurement and dietary guidance are the most powerful levers for creating sustained, predictable demand at scale. Public sector adoption signals legitimacy to private consumers and removes the 'niche product' framing that limits mainstream uptake.

Goal:

By 2034, targeted demand activation programs are underway in at least three new geographies, supported by independently verified nutrition and environmental claims, measurable increases in consumer trial rates, and identifiable commercial offtake commitments from food service or retail partners.

Key Actions

• Conduct consumer preference studies in target novel markets to identify the specific environmental and nutritional claims with the greatest influence on trial and repeat purchase, and the product formats and channels best suited to each market context
• Develop science-grounded, independently reviewed consumer communication materials — distinct from promotional campaigns — that accurately represent what seaweed foods deliver and how they compare to conventional alternatives
• Partner with food service operators, retail chains, and recipe developers to build seaweed foods into mainstream meal formats and distribution channels in target markets
• Establish and promote a visible, independently verified environmental label for seaweed food products, enabling consumers and buyers to identify climate-competitive products at point of sale
• Design communications programs in partnership with communities in high-production regions to ensure that market development benefits, including premium pricing and value-chain participation, flow to producing communities rather than exclusively to processors and retailers in importing markets

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Incumbent and emerging food producers and retailers (e.g., Atlantic Sea Farms, Umaro Foods, major supermarket chains in target markets)	Lead branding, recipe development, and sampling campaigns grounded in verified nutrition and environmental claims; provide early-stage test markets and transparent sales data on consumer uptake	Producers and retailers have the market access, distribution infrastructure, and commercial incentive to drive adoption. Their involvement ensures communications are grounded in real product performance and supply availability — not aspirational claims that erode trust if unmet.
Food system communications organizations and environmental NGOs	Develop and validate independent consumer communication materials; build third-party credibility for environmental labelling; support media engagement and public education campaigns	Consumer trust in sustainability claims depends on independent verification. NGOs and food system communicators provide the credibility that producer-funded campaigns cannot — especially in markets where sustainable food claims are already viewed with skepticism.
National governments and food system agencies in target novel markets	Integrate seaweed foods into public food system strategies, dietary guidelines, and institutional procurement programs (schools, hospitals, government catering) to create anchor demand and normalise consumption	Government procurement and dietary guidance are the most powerful levers for creating sustained, predictable demand at scale. Public sector adoption signals legitimacy to private consumers and removes the 'niche product' framing that limits mainstream uptake.

Goal: By 2034, targeted demand activation programs are underway in at least three new geographies, supported by independently verified nutrition and environmental claims, measurable increases in consumer trial rates, and identifiable commercial offtake commitments from food service or retail partners. Key Actions

• Conduct consumer preference studies in target novel markets to identify the specific environmental and nutritional claims with the greatest influence on trial and repeat purchase, and the product formats and channels best suited to each market context
• Develop science-grounded, independently reviewed consumer communication materials — distinct from promotional campaigns — that accurately represent what seaweed foods deliver and how they compare to conventional alternatives
• Partner with food service operators, retail chains, and recipe developers to build seaweed foods into mainstream meal formats and distribution channels in target markets
• Establish and promote a visible, independently verified environmental label for seaweed food products, enabling consumers and buyers to identify climate-competitive products at point of sale
• Design communications programs in partnership with communities in high-production regions to ensure that market development benefits, including premium pricing and value-chain participation, flow to producing communities rather than exclusively to processors and retailers in importing markets

Key Actors and Roles

Actor Group	Specific Roles	Rationale
Incumbent and emerging food producers and retailers (e.g., Atlantic Sea Farms, Umaro Foods, major supermarket chains in target markets)	Lead branding, recipe development, and sampling campaigns grounded in verified nutrition and environmental claims; provide early-stage test markets and transparent sales data on consumer uptake	Producers and retailers have the market access, distribution infrastructure, and commercial incentive to drive adoption. Their involvement ensures communications are grounded in real product performance and supply availability — not aspirational claims that erode trust if unmet.
Food system communications organizations and environmental NGOs	Develop and validate independent consumer communication materials; build third-party credibility for environmental labelling; support media engagement and public education campaigns	Consumer trust in sustainability claims depends on independent verification. NGOs and food system communicators provide the credibility that producer-funded campaigns cannot — especially in markets where sustainable food claims are already viewed with skepticism.
National governments and food system agencies in target novel markets	Integrate seaweed foods into public food system strategies, dietary guidelines, and institutional procurement programs (schools, hospitals, government catering) to create anchor demand and normalise consumption	Government procurement and dietary guidance are the most powerful levers for creating sustained, predictable demand at scale. Public sector adoption signals legitimacy to private consumers and removes the 'niche product' framing that limits mainstream uptake.