- new tool for restaurants and retailers to increase sales of sustainable seafood

No More Fishing for Solutions: Commercial Seafood Buyers Reel in Sustainable Sources from an Unlikely Fishing Ground—The Internet.
Aug 4, 2009 6:00 AM ET

FishChoice is a non-profit, free service started by a former chef to connect producers of sustainable seafood products with both restaurant and retail buyers who would like to offer more sustainable seafood choices to their customers. FishChoice collaborates with six respected environmental organizations to set the criteria for sustainability and to provide buyers with the most current information about the most sustainable seafood species, regions, fishing methods, and farm types. By using FishChoice, restaurants and retailers can increase their sales of sustainable seafood products, satisfy customers who want more sustainable seafood, and do their part to ensure a steady supply of seafood into the future.

Press Release

(3BLMedia/theCSRfeed) San Francisco, CA - August 4, 2009 – launched today, providing chefs, and retail buyers a powerful, free tool to quickly locate sustainable seafood suppliers that meet the stringent requirements of six leading seafood conservation organizations.

The site currently carries over 300 different products from 130 suppliers, offering sustainable versions of a variety of different species including shrimp, tuna, salmon, pollock, and tilapia– the top five most consumed types of seafood in America.

"It's been difficult to find sustainable seafood at the right commercial quantities,” said Richard Boot, Founder & President of “ provides a business solution to an environmental problem by creating a crucial link in the supply chain to connect buyers and sellers of sustainable seafood."

Boot is also a former chef and Director of Operations for a sustainable fishery advocacy group where he worked extensively with seafood distributors, retail buyers, fishermen, and environmental NGOs. works with the six leading ocean conservation organizations – Marine Stewardship Council, The Monterey Bay Aquarium’s Seafood Watch Program, Blue Ocean Institute, New England Aquarium, FishWise and SeaChoice – to have access to the most current seafood rankings and certifications available. will find listings of companies that fish for, farm or process products that meet the rankings or certifications.     

Detailed product information – including supplier name, contact information, product forms, catch methods, gear or farm type, delivery information, and more is listed on This information is collected by Sea Fare Group Inc., a respected seafood consultancy organization based in Seattle, Washington. As users grow, the inventory on the site will grow. Users can request that locate items to meet their needs and suppliers can submit their products for inclusion.

More than 90% of consumers polled said “it is important for the food industry to be more proactive in addressing environmental concerns,” according to the Food Marketing Institute’s consumer survey.

“ is the most comprehensive, versatile tool I’ve ever seen,” said Gerard Viverito, CEC, CHE, Director of Culinary Education for, and proprietor of “It’s one-stop shopping for seafood buyers, allowing you to not only find suppliers you might not know about but also to compare their order requirements and rankings. I’ve been a chef for over 20 years and FishChoice has helped me make some of the most informed choices in my career to date.”

“Retailers and foodservice operators are taking seafood sustainability very seriously and are now relying on the NGOs to help them find reliable, verified sources,” says Peter Redmayne, Founder & President of Sea Fare Group Inc. and former Founding Editor & Publisher of Seafood Leader Magazine.  “Both the industry and the NGO community will benefit from producing seafood on a sustainable basis, and is a critical part of the equation.”

Media Contact Information
Vanessa Barrington, Straus Communications
(415) 777-1170 x313,

Haven Bourque, Straus Communications
(415) 777-1170 x 303