Why We Rebranded: The Story Behind Action For Ocean

Rebranding isn’t just a new logo or a name change. It’s a deliberate shift. A realignment. A moment to say: this is who we are now, and this is where we’re headed. After years of committed work in Tanzania’s coastal communities, we have evolved—and it was time our identity reflected that. Introducing Action For Ocean (AFO): a clearer voice, a sharper mission, and a name that captures the urgency of the work we do.

From Aqua-Farms Organization to Action For Ocean

We started as Aqua-Farms Organization, rooted in aquaculture. Our focus was simple: use fish farming to support livelihoods in coastal communities. But as we grew alongside the communities we served, the work began to shift. We weren’t just supporting aquaculture, we were restoring coral reefs, protecting mangroves, building climate resilience, and training a new generation of ocean defenders. And the name? It started to feel too small. Action For Ocean is a name that meets us where we are now. It reflects:

• Action – because the threats to our ocean demand urgency, not hesitation.
• Ocean – because the ocean is our focus, our purpose, and our shared responsibility.
• Community – because we work with, not for, the people who call these coasts home.

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Why We Rebranded

We didn’t make this decision overnight. We listened closely. To our team. To our partners. To the coastal leaders and communities we collaborate with. Then we asked the hard question: Does our name truly reflect our work and our ambition? Here’s what became clear:

• We’ve outgrown aquaculture as a singular focus. Our initiatives now span coral restoration, community-led storytelling, mangrove protection, youth training, and the emerging blue economy.
• We’re no longer a grassroots start-up. We’re influencing national policy, speaking at global climate forums, and building regional networks.
• We needed a name that speaks with clarity, confidence, and scale—a name that opens doors and anchors the urgency of our work.

So, we chose a name that doesn’t just describe what we do. It demands it.

What Action For Ocean Represents

At its core, Action For Ocean is more than branding. It’s a message to the world. 1. Urgency The ocean is in crisis from coral bleaching and illegal fishing to rising sea levels. Waiting is no longer an option. We act now. 2. Collective Responsibility We all stand at the very similar stage across the globe to be stewards of our oceans and this is everyone has a role to play in ocean restoration. 3. Local Leadership Solutions that last are rooted in the knowledge, ownership, and voices of the communities closest to the ocean. We don’t impose. We co-create. 4. Hope, Powered by Action We believe it’s still possible to turn the tide. Not with fear but with action grounded in hope, equity, and shared vision.

What Hasn’t Changed

Our values remain constant. We’re still committed to equity, local leadership, and the belief that people and the planet do thrive together. The work continues in the villages and islands we have always served. Our team remains grounded in humility, service, and science backed evidence. What has changed is how we present ourselves to match the power of what we are building.

• We’re still training youth leaders across Tanzania’s coastlines
• Still amplifying coastal women’s voices in ocean governance and improving their livelihoods
• Still investing in blue economy solutions that work for people and ecosystems
• Still telling the stories that often go unheard but urgently need to be told

Looking Ahead: A New Chapter for Ocean Action

This rebrand isn’t about wiping the slate clean. It’s about scaling impact, elevating our voice, and expanding our reach without losing sight of the communities who shaped us. Action For Ocean positions us for what’s next:

• Stronger collaborations across the Western Indian Ocean
• Policy influence that supports just and sustainable ocean economies
• Increased visibility on regional and global platforms
• Funding partnerships aligned with climate, equity, and conservation priorities

We are growing, not changing. Evolving not erasing. This identity doesn’t abandon our roots. It lifts them up so they can be seen, heard, and supported at a bigger scale.

Thank You for Walking With Us

To everyone who believed in us when we were Aqua-Farms Organization thank you. Your trust, support, and partnership shaped this transition. Now, as Action For Ocean, we invite you to walk with us into this next chapter. Because the ocean has waited long enough. The time for action is not tomorrow. It’s now. We are Action For Ocean—and we’re just getting started.