For large brands that want to offer more sustainable seafood to their customers, there are two choices: (1) Buy fish from sources that are certified as sustainable, or (2) Improve fisheries and move them towards certification.
The first option delivers sustainable products immediately and rewards suppliers that already prioritize environmental performance. The second option is more challenging, but it also increases the number of sustainable fisheries overall—a benefit for the entire seafood industry and its customers, not to mention the oceans and the diverse life it supports.
In 2013, World Wildlife Fund (WWF) and Bumble Bee began collaborating on a project that takes both approaches to sustainable sourcing
