Gerrans Bay seaweed farm: a masterclass in how not to do it (and how you can avoid their mistakes).

Last week, The Fish Site discussed the failure to launch of Biome Algae and Carbon Sea Garden's proposed 270 acre farm in Gerrans Bay, and the ‘disappointing media storm that followed’, with the BBC and others reporting celebration amongst the plan’s opponents.

Was it disappointing, or inevitable?

⛔ Where it went wrong

Miles Carden detailed a ‘worst practice’ proposal that:
* was poorly evidenced
* lacked any detail on local economic impacts
* contained many inaccuracies
* lacked local engagement and pre-application consultation

Summarising that ‘you cannot blame the local residents for having significant concerns … small things matter to communities’.

💡 How to do it better

With experience managing complex stakeholder relationships to change ocean use and harmonise opinions, needs, heritage and future, my strategic partners at Hornbeam & Co. and I believe this shows how ‘communicating badly is often worse than not communicating at all’.

Our pointers for future proposals are:

1. Know your audience

Before you begin, build a full picture. Find your allies and establish a coalition of advocates to gain local support. Play the part of the opposition; if you were on the other side, what would you be doing to stop this going ahead?

2. Appreciate your impact - and what came before you.

Every change has winners and losers; who - or what - will win and lose here? Is a potential loss acceptable, or something which should be ring-fenced and protected? What prior errors must you overcome?

3. Humanise the benefits

Peter Green’s take that ‘educating the public, including fishermen, on the value of seaweed farming is vital to ensure that it gains acceptance’ is admirable, but overly simplistic at best and condescending at worst. Acceptance is a low bar; aquaculture needs support.

Make your benefit relatable. What specific pain points will this solve? How does your business contribute to the success of others? What are you protecting?

4. Conversation beats lecturing

Build trust by facilitating critique and constructive resolution. Be transparent, value stakeholder voices, welcome feedback, give updates on how you’re respecting their wishes and prove that inclusion and collaboration matters.

5. Maximise your channels

The best idea is useless if no one knows about it. Map the opportunities for amplification, influential figures you can engage on a micro and macro scale, and know what media your targets connect with. Make friends with the media and secure routes to get your narrative out first.

6. Monitor, assess, evaluate.

A small problem can quickly become a project-ending crisis without oversight. Change is a journey under constant threat - keep a close eye on progress, monitor emerging challenges and respond accordingly. Consider a risk register and an escalation plan.

These make-or-break situations will be more frequent as the industry scales. For a better chance at success with your own proposal, why not talk to us?