Green Maven Directory

FishWise™ is a seafood marketing and consumer education program for retailers that enables their consumers to make sustainable choices that protect ocean ecosystems. FishWise works with its Member Retailers to develop a long term approach to seafood through the development of a strategic plan at the core of which is a comprehensive retail service that facilitates seafood sales. The key components of the program include sourcing assistance, employee training, program materials, current science information from leading institutions and marketing assistance. FishWise uses the sustainability criteria established by the Monterey Bay Aquarium’s Seafood Watch program and partners with Environmental Defense to address consumer concerns about contaminants in seafood. The “Low Mercury List” identifies fish tested to be low in mercury and PCBs and that come from sustainable fisheries. Additionally, FishWise reinforces the work of the Marine Stewardship Council by creating a context for certified seafood products at the retail level, and by encouraging retailers to work back through their supply chains to create change at the fishery and farm level.