Fish Market vs Supermarket

Discussions today regarding seafood are primarily about the mislabeling and substitution of products, and the difficulties associated with tracing the product source. Swapping one fish for another can have health implications for consumers as some fish contain toxins or allergens; it can undermine current conservation efforts and make it difficult for consumers to make sustainable choices. A global analysis suggested that upwards of 30% of seafood products are mislabeled or inaccurately described. Twice a year, the Marine Stewardship Council (MSC) conducts DNA tests on random seafood samples to monitor the effectiveness of its traceability system and guard against seafood mislabeling.

Sustainability and Traceability

Our seafood is direct to the consumer. It does not go through the complex and opaque processing channels sometimes associated with the importing and exporting of seafood products.

What is a sustainable fishery?

In short, the idea or definition of a sustainable fishery is that it is one that is harvested at a sustainable rate, where the fish population does not decline over time because of fishing practices.

What is sustainable seafood?

Sustainable seafood is seafood that is either caught or farmed in ways that consider the long-term vitality of harvested species and the well-being of the oceans, as well as the livelihoods of fisheries-dependent communities.

What is sustainable fishing?

Sustainable fishing means healthy fish stocks, minimal ecosystem impacts and effective management.


As fishermen, and in some cases more than one generation of a fishing family, we adhere to sustainable fishing practices. Regulations such as seasonal closures help ensure the survival of a species and to maintain populations for years to come. Consumers can choose from our seafood knowing that they are products of well-managed, sustainable fisheries. Our consumers know where our fish comes from and how it is caught.