A clean oceans conference in British Columbia focused on ways to clean up polluted waterways as supporting organizations gave out foam keychains. An attendee filed a complaint. Credit: Vancouver Sun

According to a Canadian environmentalist, giveaways at a recent conference were decidedly off-brand.

Fisheries and Oceans Canada (DFO), a federal department, held an Ocean Protection Plan conference earlier this month in Vancouver, BC. Attendees were invited to join government representatives to discuss issues like lost and discarded fishing accoutrements (called “ghost gear”) and plastic and polystyrene foam pollution in the province’s waterways.

Meanwhile, in a significant brand misstep, attendees received orca- and life vest-shaped keychains made of — wait for it — foam.  

Attendee John Preissl, a longtime environmental activist who attended the event on behalf of the Burnaby Mountain Stream Keepers, filed a formal complaint with organizers expressing his concern that the foam products were damaging the conference’s message. He told the Vancouver Sun that representatives from organizations who advertised on these promo products, namely the Canadian Coast Guard and DFO’s hotline for reporting marine mammal incidents (such as entanglements and injuries), were giving them out “like candy.”

The DFO says they’ll now be reviewing their policy for allowable products at events, though the keychains weren’t meant to be used once since they include contact information. “As a department, we will be reviewing our approach with respect to the use of such promotional items while ensuring that Canadians are adequately informed and are aware of the importance of programs we deliver,” DFO spokeswoman Jane Deeks told the Sun.

Marine pollution continues to plague the idyllic Pacific Northwest, according to a recent report by the government in British Columbia. Small single-use items like bags, utensils, straws and containers pose a threat to wildlife. Meanwhile, waterways are choked by larger pieces like abandoned fishing gear (nets and boats), and foam disintegrating off buoys and other equipment used in waterways that creates what looks like “snow drifts.”

Forward-thinking suppliers in the promo industry are becoming more conscious of sustainability and reducing their environmental footprint. Featured products at trade shows this year have included plantable seed paper, 100% recycled garments, reusable totes and sandwich bags, and bamboo products. SanMar (asi/84863) just introduced the 100% recycled District Re-Tee (DT8000/DT8001), made of plastic bottles and cotton scraps. Alternative Apparel (asi/34850), owned by HanesBrands (asi/59528,) also recently announced that they’ll no longer use virgin polyester in their garments, and Vantage Apparel (asi/93390) will now use recycled poly bags for custom garments.

As the recent snafu at the conference in British Columbia demonstrates, distributors need to be thinking about their customers’ mission and messaging and pitching industry products that fit, to avoid brand missteps.