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Collaborating with "Salmon Experts" to

Improve Marine Ecosystem
Bernd Cordes, 1661 Page Mill Road, Palo Alto, CA 94304
FEBRUARY 25th, 2018

This business proposition will see the Foundation collaborating with First Nation communities to
develop and cultivate the latter’s existing resources and expertise in fisheries to establish a new
revenue stream in the market of sport fishing. With respect to the aforementioned prospective
project partners, one must consider the long and painful history Canada shares with the
indigenous people and be ever mindful of the existing cultural landscape between them to ensure
a congenial collaborative experience. A brief summary of a few of the hardships suffered by
indigenous groups as a result of Euro-Canadian ideals of assimilation is provided below for use in
facilitating functioning relationships expected to arise from this project.

The Indian Act stands out from this series of unconscionable historical events and its effects
remain to this day. It was intended to be used as a tool in assimilating the “archaic” indigenous
communities into an “advanced” European one through cultural segregation targeted towards the
children. The Act saw aboriginal children being forced to attend 'residential schools', thus
separating them from their family as well as their culture. This policy lasted for over 150 years
until 1996 and the generational trauma experienced by aboriginal people caused by the loss of
their culture is still presently in effect. This has been intrinsically linked to the loss of self-value
and sense of identity in indigenous individuals.

As these infamous “residential schools” delivered inferior education built on pre-determined,

biased expectations of the children’s capabilities and future work placements, the students were
taught basic physical labour skills such as how to operate simple machineries. They were not
provided with proper diets and were moreover deprived of the ability to build emotional
attachments most of time because they were kept in school every day. Furthermore, many were
brutally mistreated and died from physical and mental abuse. Upon graduation, most of these
First Nation students can barely speak their native language due to a lack of practice, and were
unable to form connections with their families as a result of the diasporic experience. The Indian
Act also banned them from free marriage therefore depriving their rights of freedom. These kids
may have grown into adults now but the mistreatment they endured continue to play a role in
denying them of the access everyone is legally entitled to.

The legislation of the Indian Act also included the banning of the potlatch, an important religious
festival that serve multiple purposes in indigenous groups. They are usually hosted by highly-
ranked figures to celebrate or honor significant events such as marriages, the naming of babies,
the passing on of titles, and funerals. The prohibition further displayed the government’s crude
disregard of the First Nations’ cultures and traditions as it was another malicious attempt at
indoctrinating them into the dominant European-Christian Canadian society. More information
about the aboriginal experience of residential schools spanning the past two hundred years can be
found in the book Price Paid by Bev Sellars, and in the Truth and Reconciliation Report provided
by the Truth and Reconciliation Commission of Canada.

This development project was designed with the objective of empowering local First Nation
businesses. The plan focuses on creating a sustainable tourism market based on their marine
resources, especially Pacific salmons with the understanding that they are a staple of the
aboriginal people's livelihoods. It is no surprise that the fish holds a cultural significance within
the First Nations considering their deep and extensive history of coexistence. According to a 2008
study from the federal fisheries department and the University of Victoria, Vancouver Island First
Nations eat an average of 60 kilograms of seafood a year, 15 times more than the Canadian
average. Ninety per cent of the seafood is harvested locally, not bought from grocery stores. For
the aboriginal people, the salmons are not only depicted as a primary food source but are also
friends and spiritual animals they strive to preserve. The First Nations know to maintain a
sustainable relationships with their environment and employ methods to extract resources they
need from nature without damaging the ecosystem and only consume the amount that is required
to sustain their lives. One can learn much from these pioneers in the field of sustainable fisheries.
Therefore, it would be undoubtedly be a great opportunity to work with them on a meaningful
project such as this.

It would be most advisable for one to take care in approaching First Nations businesses with the
intention to make use of their natural resources for commercial profit. One should take note of the
aboriginal groups’ struggles both past and present when negotiating business terms with them.
Mutual respect and a competent understanding of each other’s cultural backgrounds will allow for
a healthy work partnership between the two to ensure the project’s success. With a functioning,
respectful relationship in place, the project will be no doubt be mutually beneficial.

In considering the impact of the project on the chosen indigenous community, the actualization of
this project is predicted to create jobs and generate income to improve the local economy and
conditions on the reserves. More importantly, this will increase the indigenous communities’
influence in the fisheries industry hence acting as stepping stones for them to increase the number
of different salmon species to depend on as a food source as well as work in improving their
marine environment. The plan, if implemented will additionally help in fostering responsible
fishing. The First Nations will be major stakeholders in the to Pacific Salmon preservation and
development project in addition to their role as business partners. Consequently, they should be
granted equal decision-making rights in this prospective partnership. At the meanwhile, the
Foundation need to realize that we are obligated and will be held responsible to take the
appropriate steps to return a sustainable salmon-growing environment back to this wrongfully
disadvantaged community.

Potential aboriginal partners for this project could reasonably be expected to behave cautiously
when engaging in commercial projects with non-aboriginal owned businesses because the
government and numerous for-profit businesses have intentionally passed policies and legislation
crafted to trap indigenous bodies in unequal power dynamics with disastrous consequences that
lingers today. In order to learn and make reparations for these mistakes, the Foundation need to
work in building trust with indigenous partners and create clear, transparent policies that will
protect and benefit both parties while falling in line with national business regulations through a
two-way communication process. As a result, learning more about B.C. aboriginal history is
highly recommended to all individuals involved in this scheme so the Foundation can hold an
appropriate cultural perspective for all upcoming collaboration opportunities with the First

Respectfully Yours,
Tides Canada

The Gordon and Betty Foundation

1661 Page Mill Road, Palo Alto,
CA, United States 94304
Promoting and Protecting Salmon Culture of
the Da’naxda'xw/Awaetlala Nation
Sport-fishing Site Plan at Knight Inlet

Elizabeth Davidson,
Economic Development Officer
P.O. Box 330 Alert Bay,
BC, Canada V0N 1A0
February 25th, 2018

Dear Ms. Davidson,

On behalf of the Gordon and Betty Moore Foundation, we are pleased to announce the Da'naxda'xw
First Nation as our chosen partners for the Pacific Salmon preservation and development project. In
the accompanying proposal, we have outlined various facets of the plan that we believe to align with
the community’s interests in the hopes of setting off a mutually beneficial future partnership between
our two parties.

After thorough analysis of the Da’naxda'xw/Awaetlala First Nation people’s Marine Plan, we have
identified that our plans to foster healthy ecosystems through the building of sport fishing lodges
would benefit the local community by:

● Increasing marine life preservation resources

● Developing and updating existing fisheries technology
● Creating new jobs for locals
● Reducing the project’s costs and construction timeline with faster return on investments
● Generating a new revenue stream
● Educating tourists on sustainable fishing methods

We seek to learn from and integrate diverse points of view offered by the Da’naxda'xw/Awaetlala
First Nation people in this prospective cooperation. We look forward to hearing from you soon.


Yudian Liu
Program Manager,
Ocean and Seafood Markets

The Gordon and Betty Foundation

1661 Page Mill Road, Palo Alto,
CA, United States 94304
Promoting and Protecting Salmon Culture of the
Da’naxda'xw/Awaetlala Nation
Sport-fishing Site Plan at Knight Inlet

Prepared for Prepared by

Elizabeth Davidson, Yudian Liu,
Economic Development Program Manager,
Officer Ocean and Seafood
P.O. Box 330 Alert Bay, Markets
BC, Canada V0N 1A0

Executive Summary

The project of saltwater sportfishing site is expected to be initiated by the end of 2018. After a
thorough analysis of local environmental conditions and cultural landscapes, the Gordon and
Betty Moore Foundation (The Foundation) has identified the Da’naxda'xw/Awaetlala First
Nation as their potential partner with regard to the construction of sportfishing operations in
the area near the Knight Inlet. This project was designed based on the Marine Resource Use Plan
as well as other governmental and provincial documents pertaining to the interests of the local
indigenous groups. It was found that the purpose of the project matches goals of the Foundation
and the management principles with respect to the utilization of resources on the
Da’naxda'xw/Awaetlala First Nations’ traditional territory. Furthermore, the project would
benefit the local aboriginals through reasonable allocation and management of selected
resources which would improve the area’s economy, employment, and education opportunities.
In this case, the operation of this project should be differentiated into two perspectives --
rebuilding aboriginal culture and promoting responsible fishing. More importantly, the project
will proceed based on shared decision-making and agreements that are inseparable from the
native group’s traditional practices.

Table of Contents………………………………………………………………....……………………………………………3

1. Introduction

1.1 Gordon and Betty Moore Foundation…………………………………………..…….………4

2. About the Project

2.1 Project Description………………………………………………………..………………...…...……4

2.2 Sport-fishing Tourism Overview

2.3 Alternative Project

3. Benefits

3.1 Use of Resource

3.2 Economy

3.3 Employment

3.4 Education

4. Why a good-fit for the Foundation

4.1 Our Perspective

4.2 Environment Preservation

4.3 Market Value

5. How Do We Differentiate

5.1 Aboriginal Culture

5.2 Responsible Fishing

6. Projected Timeline

7. Other Key Considerations

Sport-fishing Site Plan at Knight Inlet

1. Introduction

1.1 Gordon and Betty Moore Foundation

In accordance to the Foundation’s values which are Impact, Integrity, Disciplined Approach, and
Collaboration, it strives to achieve enduring impact by taking a responsible and scientific
approach. Its emphasis on sustainability aims to continue to support people and communities
for generations to come (Guiding Principles).

“In every project we undertake, we listen. We actively work with grantees to coordinate multiple
partners, integrate diverse points of view and adapt to changing circumstances. In partnership
with communities, businesses, governments, NGOs and others, we strive to ensure that fisheries,
forests and other ecosystems remain healthy, resilient and productive.”
– Gordon and Betty Moore Foundation

2. About the Project

2.1 Project Outline

Due to the abundant marine resources that are readily available on the territory of
Da’naxda'xw/Awaetlala First Nation, we are hoping to develop a commercial saltwater sport-
fishing operation on the traditional territory of the Nation with a focus on the area of the coastal
British Columbia Knight Inlet. The project is made up of the construction of a lodge, a guiding
and hospitality service centre, and all the amenities needed for taking visiting anglers on guided
fishing excursions.

2.2 Saltwater Sport-fishing Tourism Overview

Sport-fishing industry holds a very promising future as it has experienced a fast growth rate in
the past decades. According to Pacific Region Statistics, the number of new recreational fishing
licenses issued from the National Recreational Licensing has been growing constantly from
1999 to 2017 and the number of Pacific Salmon Conservation Stamp (PSF) which is a
permission for anglers to keep salmon fished has also increased consistently since 1999. In the
BC Freshwater Sport Fishing Economic Impact Report 2013, the total expenditures of
freshwater sport-fishing anglers amounts to 545.7 million in that year, which is expected to rise
as there is a trend that sees more family and children as being motivated to engage in sport-
fishing activities.

The two graphs below indicate that anglers tend to expend more money in saltwater sport
fishing compared to freshwater sport fishing (Fishing Product Overview). Furthermore,
Saltwater fishing travellers were slightly more likely to report household incomes over
$100,000 compared to freshwater fishing travellers (41% and 31%, respectively), projecting
our target market possesses comparatively greater spending power.
Additionally, after comparing the age of motivated angler dedicated to saltwater and freshwater
sport-fishing, it can be concluded that more young people who are in their twenties participate
in saltwater sport-fishing. In summary, with the insight provided by these research data, the
saltwater fishing industry contains substantial potential to grow and boost the economy in the
near future.
Nevertheless, the sportfishing industry generally has a high risk of investment because of its
start-up cost and high fixed cost. Most operations can control the risks within a safe level by
capitalizing existing resources and managing the cost structure at the starting phase of the

2.3 Alternative Project

Alternative projects such as fish-farming have been considered rather disputable and
controversial from both environmental ecology and cultural environment perspective. As a
result, we should focus on project other than fish-farming and its related programs because
further scientific study results on fish farming still remains uncertain for now.

3. Benefits

3.1 Use of Resource

With the guidance of Marine Resource Use Plan, it comes to our attention that areas at Knight
Inlet provide a varied diet of sustenance from the marine environment including diverse species
of salmon, herring, herring roe, seals, and sea lions. However, the current uses of these marine
resources showcase a lack of development, involving only viewings of grizzly and black bears
and other wildlife. Currently, the Inlet only carries few recreational boaters and anglers. We also
noticed that a spawning channel in Glendale Cove offering views of returning salmon in the fall
which could be an opportunity to attract tourists and anglers. Thus, there are untapped
resources that can be capitalized and built upon in the area.

3.2 Economy
The Da’naxda'xw/Awaetlala people prioritizes their participation in the marine sector economy.
The sportfishing operation could boost the local economy and contribute to the overall GDP
with a estimated number of 20 percent. In the case of Queen Charlotte Island (QCI) in 2002, the
fishing lodge sector has increased 30% from 2000 to 2002, resulting in a $38 million in revenue
(British Columbia Seafood Sector and Tidal Water Recreational Fishing). However, the present
project will be in a relatively smaller size compared to QCI fishing lodge sector due to the
conditions in assigned areas like seasonal operation and limited capacity, and therefore we
might need to adopt a more realistic perspective which refers to the scale of the Walters Cove in
which in a size of maximum 18 guests. Due to the fact that the territory has three different units
located by the Knight Inlet, we can reasonably project a maximum capacity of 60 guests, which
is 10% the size of QCI. We have faith in the project for boosting local economy. The inflow of
cash will boost the local economy and provide more means to preserve local stocks.

3.3 Employment
In addition to economic profits, the sportfishing site can provide an estimated number of 100
jobs per year including both year-round and seasonal employment (estimates are based on the
QCI and the Walter Cove case). The increase of job opportunities in the area will provide
solutions to the local employment problem and help the aboriginal denizens to achieve a better
life with the vision to re-establish their role in managing their rightful lands and resources on
their traditional territory.

3.4 Education
The indirect effects of the project on the educational level is non-negligible. Incoming anglers
will not only experience the pleasure and relaxation from sportfishing but also the education of
aboriginal culture and history as well as the importance of conservation practices. In the
meantime, the local people can also benefit from the exchange of culture from people coming
from all over the world.

4. Da’naxda'xw/Awaetlala Nation Project Contributions

4.1 The Foundation’s Perspective

Nowadays, insufficient data and weak enforcement make optimal management of the world’s
fisheries and aquaculture farms challenging to realize. 85 percent of the world’s fish stocks are
fully exploited or are in decline. By working with grantees to reshape market demand and the
decision-making systems that drive conservation solutions, we can demonstrate the market
value of improved fisheries and farm management so that companies will have the incentives to
transition and help drive wider reforms.

4.2 Environment Preservation

The Oceans and Seafood Markets Initiative of the Foundation is working to protect marine and
coastal ecosystems by improving aquaculture practices and the health and abundance of wild-
capture fish stocks. We plan to work with partners such as First Nation groups who possess
valuable expertise on Pacific salmon aquaculture to accomplish that goal by ensuring that
leading companies implement sustainable sourcing commitments for top-traded seafood
commodities and without displacement, the companies can still eliminate overfishing and
coastal habitat degradation resulting from the production of these commodities from their
supply chains.

4.3 Market Value

The Foundation recognizes the potential market value of the recreational fishing industry and
will work continuously to utilize the marine resources near the Knight Inlet with guidance from
the local communities to realize its potential value. By engaging in productive partnerships with
the local bands, this will definitely accelerate the process and make lasting positive impacts on
Pacific fisheries.

5. How We Differentiate

5.1 Aboriginal Culture

We understand and will take every step necessary throughout the running of our business operations
that all members involved are mindful of the community’s rights and historical heritage in their
Territory. We will work to consistently maintain a transparent and open dialogue with the local
representatives to ensure that the First Nations are always in a just and fair position to receive the
benefits generated from the utilization of their resources in this and all future business endeavours
between both parties.

5.2 Responsible Fishing

In order to align with our mutual goals, which is to preserve the area’s marine ecosystem and
prevent further environmental degradation, the site will also serve as a living textbook for the
teaching of responsible fishing. Through sportfishing activities, the message to be sent to
anglers is the need for collaboration among all parties be it the local indigenous groups, the
government, businesses or consumers to regulate the fishing practices in order to achieve
sustainability for future generations.

6. Projected Timeline
The planning phase will start after agreement talks have ended and the necessary paperworks
signed and processed. As we estimated, the construction of the project will initiate at the end of
2018 with the completion date projected to be in a rough estimate of 3 years.

7. Other Key Considerations

The partnership between the Foundation and the First Nations follows the insights provided in
the Marine Resource Use Plan of Da’naxda'xw/Awaetlala First Nation, especially regarding their
visions and principles and detailed implementation rules.

Bernd Cordes
Program Officer
The Gordon and Betty Foundation,
1661 Page Mill Road, Palo Alto,
CA, United States 94304

Dear Mr. Cordes,

On behalf of the Da'naxda'xw First Nation people, we are writing to communicate our formal
acceptance of the Betty and Gordon Moore Foundation’s proposal of developing sport fishing
operations at Knight Inlet.

We felt that your proposal was close to what we had in mind for our community’s development plans
to position ourselves to regain benefits from resources in our Territory after decades of past
commercial exploitations by others. We would like to express our appreciation to the company for its
firm grasp of our objectives as shown in the plan’s good stewardship and conservation related goals.
The Nation would like to highlight a few concerns as a reminder of our wish to participate equally in
the management of such issues:

● Protected areas of heritage or ecological importance

● Dangers of climate and seasonal changes
● Strict maintenance of low impact eco-tourism
● Respect and recognition of family privileges of the Da’naxda'xw/Awaetlala and other
communities over the marine and terrestrial resources in Knight Inlet,
● Potential threats from industrial activities

We would like to begin the project as soon as possible and look forward to meeting to discuss this
matter further. Please contact me at your convenience at (250)974-2179 or We greatly anticipate our cooperation with the Betty and Gordon
Moore Foundation on this project.

Yudian Liu
Business Liaison Officer,
Nanwakolas Council


BC Freshwater Sport Fishing. (2013). Retrieved February 26, 2018, from

British Columbia Seafood Sector and Tidal Water Recreational Fishing. (2003, December). Retrieved
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Da'naxda'xw Awaetlala First Nation Marine Planning. (2014, June). Retrieved February 26, 2018,

Fishing Product Overview - Destination BC. (2009, April). Retrieved February 26, 2018, from

Guiding Principles. (2018). Retrieved February 26, 2018, from


PACIFIC REGION STATISTICS. (2017). Retrieved February 26, 2018, from http://www.pac.dfo-


LODGE. (2008, March). Retrieved February 26, 2018, from