Vision and mission
Our vision is of the world’s oceans teeming with life, and seafood supplies safeguarded for this and future generations.
Our mission is to use our ecolabel and fishery certification programme to contribute to the health of the world’s oceans by recognising and rewarding sustainable fishing practices, influencing the choices people make when buying seafood, and working with our partners to transform the seafood market to a sustainable basis.
- Collaborate with fishers, retailers, processors, consumers and others to drive change forward
- Never compromise on the environmental standard we set, nor on our independence
- Continue to lead the world in wild capture fishery certification, with the most trusted, recognised and credible seafood ecolabel.
Fish for today, fish for tomorrow - follow the fish from boat to plate and meet the pioneers of sustainable fishing in our short movie (8 minutes).