The Problem
The seafood supply chain is in transition and is addressing the (environmental) problems associated with seafood production. Despite this, in many seafood production systems (wild capture and aquaculture alike) there are still serious (environmental) concerns. Such practices can continue as long as fish from poorly managed fisheries and unsustainable production systems finds a market. By making responsible buying choices, consumers create a market demand for sustainable fish and reward entrepreneurs who are putting sustainability at the heart of their business.
The FISHguide (VISwijzer) assists consumers in their responsible buying decisions. The tool has proved a success in the Dutch market: one out of two citizens are familiar with the FISH guide (TNS Nipo research) and there is a growing demand for sustainable seafood.

The Good Fish Foundation
– Manages and develops the FISHguide (VISwijzer) and the website and applications.
– Provides support to the restaurant programme ‘Good FISH on the menu’.
– Develops methods to assess the sustainability of wild capture and aquaculture-based (shell)fish production systems.
– Supports the maintenance and development of the international seafood assessment database.

The problem
There is a growing demand for Good FISH. To be able to choose Good FISH, consumers need information about the seafood product; they need to know what fish species the product contains, how the fish was caught or farmed, where and by who. It is important that this information is clearly stated on the packaging or product label and that this information is correct. This is especially important for filleted fish, for which it is difficult to distinguish the species, making filleted products highly sensitive to fraud. Traceability is also important to be able to guarantee food safety and to tackle illegal practices in seafood trade.

In 2010, the European Union introduced regulation banning imports of illegally caught fish into the European market ((EC) 1005/2008). From the 14th of December 2014 product labels for seafood need to provide detailed product information, specifying among others the species name, the method by which it was caught and the origin (reg EU 1379/2013). The major challenge is how these measures will be implemented and effectively enforced.

The Good Fish Foundation
– Actively promotes traceability in the seafood supply chain.
– Supports seafood (eco)labels and certification that ensure traceability.
– Advocates clear and detailed product information for consumers.

The problem
Illegal, unreported and unregulated (IUU) fishing practices frustrate good fisheries management: catches are underestimated and cannot be effectively controlled. IUU puts extra pressure on fish stocks and increases the risk of overfishing. This threatens food security, results in missing tax income, and creates unfair competition for businesses who do operate within the law.

For various reasons, fish from IUU fisheries can access the supply chain relatively easily, among others because there are multiple phases in seafood supply chain where IUU fish can be mixed with legally caught fish. IUU fishing is a major problem and it is estimated that in the United States alone 20 to 35% of all sold wild caught seafood comes from illegal or unreported fisheries. The economic losses associated with IUU have been estimated at 10 to 23,5 billion US dollars a year, worldwide. Illegal fishing is often affiliated with other crime such as whitewashing, tax evasion, human trafficking and drugs traffic. It is clear that tough measures are needed to clamp down on IUU.

Good Fish Foundation
– Researches the effectiveness of the implementation of European IUU regulation in the Netherlands.
– Assists in the development of risk assessment tools for business in the seafood supply chain to control their exposure to IUU.
– Promotes traceability and transparency in the seafood supply chain (see previous ‘challenge’).

The problem
Farmed fish is of growing importance. By 2018 global consumption of farmed seafood will exceed the consumption of seafood from wild capture. In the Netherlands, this is already the case. Aquaculture is often thought to be the solution to overfishing. However, fish farming requires feed inputs and this feed is often based on wild fish. Moreover, fish farming in open production systems can lead to eutrophication of surface waters and can have a negative effect on wild fish population through for instance the transmission of disease.
The European aquaculture sector is expected to grow in the coming years, especially as the European Commission has decided to give the sector an economic boost. The European Commission wants to facilitate the participation of societal actors in EU policy-making and has set up a European Aquaculture Advisory council to facilitate this.

Good Fish Foundation
– Watches national and European policy developments for aquaculture closely and undertakes action where needed to ensure policies promote sustainable development of the sector. Among others, the Good Fish Foundation will take a seat in the Aquaculture Advisory Council.
– Partakes in research projects that promote sustainable development of the aquaculture sector, among which the ‘Sustainable Pike Perch Collective’.
– Contributes to the development of a standard for sustainable aquaculture.

Problem
The transition towards a sustainable seafood supply chain is in full swing. Businesses in the retail and foodservices sector increasingly choose to source sustainable fish as part of the CSR policies. To implement these sourcing policies businesses need support, both in terms of information as well as in their marketing strategies. Sustainability claims need to be sound and verifiable. Traceability is a ‘must’ when seafood products are not independently certified.

Good Fish Foundation
– Is a ‘watch dog’ and takes action against misleading or false claims in the market.
– Builds partnerships with businesses who want to ‘green up and clean up’ their product range and want to communicate founded messages to their customers.

Problem
Increasingly, information about food scandals, human rights abuses and other unlawful practices in the seafood industry is entering the media. This creates greater awareness of the wider social impacts of seafood production and is raising questions among consumers and businesses about the seafood they buy. Increasingly, consumers want to know where their seafood comes from, who farmed or caught it, and how. They don’t only want to know that the seafood they choose is environmentally friendly, but also that it is safe and was fished or farmed in a socially responsible manner with respect for human rights and animal welfare. These developments point to a growing need for more information about the social and ethical dimensions of seafood production and integration of such topics in the assessment of seafood sustainability.

Good Fish Foundation
– Promotes collaboration between environmental NGO’s and organisations with expertise in other domains such as traceability, illegal fishing, fish welfare, fair trade and other social issues.
– Intends to increase the demand for seafood that is both ecologically and socially responsible.

Problem
The North Sea Foundation introduced a consumer-facing fish guide (VISwijzer) in the Dutch market ten years ago. The Marine Conservation Society introduced a similar guide in the UK (Fishonline). Since then, other prominent European environmental NGO’s have joined in these efforts and today many European countries have seafood guides and operate market-based seafood programs. This and the growing complexity and internationalisation of the seafood sector have created a need to coordinate NGO activities in order to be able to address sustainability issues in the seafood sector more effectively. Through better collaboration and coordination NGO’s can align their messages to the market and ensure that their seafood recommendations are clear and consistent. In addition, by sharing information, expertise and research activities, the individual organisation can work more efficiently, increasing their collective impact and accelerating the transition towards a sustainable seafood sector.

The Good Fish Foundation 
– Intends to develop methods for sharing information about seafood traded and sold in Europe.
– Collaborates with other NGO’s to develop campaigns targeting European audiences.
– Stimulates information sharing and collaboration between European and non-European NGO’s.
– Initiates partnerships with universities and research centres.