Up to four prizes will be awarded to the competitors achieving the highest sales volumes. For both the 2-Year and 4-Year Contest, the top-selling fish farm measured by live weight equivalent at harvest, will receive a $90,000 USD prize. An additional $10,000 USD special award will be granted to the Atlantic salmon (Salmo salar) farm with the highest sales by live weight equivalent at harvest. All winners will be recognized at an award ceremony held during an industry-focused conference.
More important than the grand prizes, all participants receive significant publicity through news stories about the challenge in seafood and feed media outlets as well as other popular news outlets. In 2022, 807 news articles mentioned the F3 Challenge and its contestants, which was a potential audience reach of 3.1 billion people.
Even if contestants do not win, all gain significant advantages, such as visibility through F3 communications, seafood trade media, and promotion around major industry events. Participation also connects entrants to the broader F3 network and stakeholder ecosystem, including cross–value chain relationships facilitated through F3 meetings and convenings.
Participation in the challenge is public, and F3 actively promotes contestants through industry media and communications. However, only winners’ production volumes are publicized. F3 focuses on positive storytelling and avoids framing that could reflect negatively on participants.
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