Habitattitude Brochure

Habitattitude^TM is a national public awareness partnership campaign that was initiated in 2004 to promote responsible consumer behaviors to limit the spread of potentially invasive aquatic species.  Co-sponsored by the Service, the Pet Industry Joint Advisory Council, and the National Oceanic and Atmospheric Administration’s Sea Grant Program, this unique government-industry-academia partnership is intended to promote environmentally friendly behaviors among aquarium hobbyists, water gardeners, and backyard pond owners to prevent the release of aquatic plants and animals into public waters.  A variety of specially designed informational materials are available to registered campaign partners for use in government agency outreach efforts, retail store displays, manufacturer’s packaging, and hobbyist magazines that promote sanctioned alternatives to release and responsible aquatic hobbyist behaviors.

La Crosse FRO fishery biologist Mark Steingraeber recently visited six pet stores that sell hobby fish to evaluate campaign awareness and participation on the part of local retailers.  Only one of the six retailers (a major chain store) had any campaign materials available for consumer distribution (imprinted bags used to transport purchased hobby fish).  However, no one at this store was familiar with the campaign.  When employees at the five remaining retailers were asked whether they were aware of the campaign, a sales associate at an independently owned store and the manager of another major chain store responded affirmatively, despite the fact that neither of these stores is a registered participant.  Most retailers indicated they had accepted unwanted fish that outgrew hobbyists’ aquaria in the past and planned to continue this practice. 

Examples of Habitattitude^TM informational materials available to registered participants were distributed to sales staff who were encouraged to prominently display these items to propsective customers in all of the stores visited.  Store managers were also given a handout that summarized the Habitattitude^TM  Campaign and were encouraged to visit the web site (www.Habitatittude.net) to register and become an active partner. 

Similar visits to local aquatic plant retailers are planned for the spring and summer.  Major regional aquaria with established public educational programs in Dubuque, Iowa, and Bloomington, Minn., as well as a Franklin, Wis., based manufacturer of aquaria sold nationwide were also contacted by e-mail and encouraged to actively participate in the Habitattitude^TM  Campaign.