New Multi-Faceted Partnership Launched to Benefit Both Tropical Small-Scale Fisheries and Consumers

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Rare, The Monterey Bay Aquarium Seafood Watch® program, The Asian Seafood Improvement Collaborative and Salty Girl Seafood will work to leverage markets-based approaches to drive sustainability in tropical small-scale fisheries

In a May 16th memorandum of understanding, a pioneering partnership was formalized between entrepreneurs, scientists and practitioners to untangle and take on one of the most intractable challenges of seafood supply chains: the ability to leverage markets-based approaches to drive sustainability in tropical small-scale fisheries.
While markets-based approaches have had a hand in improving the state of some fisheries, these efforts have focused primarily on industrial whitefish fisheries in low latitudes. Most sustainably certified fisheries are characterized as high-volume, high-price, single-species entities with years of solid recorded data within fishing jurisdictions with strong infrastructure.  Overrepresented amongst developed nations, it is these nations who can then best take advantage of such certifications.
In contrast, small-scale, community-based, multi-species fisheries in the developing tropics have not yet benefitted from the global trend of consumer interest in the sourcing and certification of food supply which impacts purchase decisions.  But this is about to change.

"Our work with Rare, ASIC and Salty Girl can drive improvements in small-scale tropical fisheries by leveraging the purchasing power of markets interested in environmentally and socially responsible sourcing. But the true value of this work is in building sustainable fisheries that support local fishing communities and contribute to domestic market access, food security and livelihoods," said Jennifer Dianto Kemmerly, Director of Global Fisheries and Aquaculture at the Monterey Bay Aquarium.

The Monterey Bay Aquarium Seafood Watch program, global conservation organization Rare, the Asian Seafood Improvement Collaborative (ASIC) and seafood company Salty Girl have joined forces to design and test a globally recognized improvement protocol that delivers Seafood Watch’s Good Alternative consumer ratings for fish, is realistic in the context of tropical small-scale fisheries resources and data collection, and links to commercially viable supply chains.
“Saving the oceans requires that we unleash the self-interest of small-scale fishers in adopting sustainable practices," said Rare CEO Brett Jenks. "Establishing a globally recognized method for rating these fisheries is a key step in that direction."
Over the next two years under the umbrella of Rare’s Fish Forever program, pilots of this protocol will be rolled out in Indonesia and the Philippines with the ambition of developing pathways for sustainable small-scale tropical fisheries to reach prime markets. Fish Forever is a global small-scale fisheries recovery and restoration program that leverages Rare’s unique behavior change expertise to motivate and inspire coastal sustainable resource management in tropical countries.

About the Monterey Bay Aquarium Seafood Watch program
The mission of the nonprofit Monterey Bay Aquarium is to inspire conservation of the ocean. The Monterey Bay Aquarium Seafood Watch program empowers consumers and businesses to choose seafood that's fished or farmed using responsible methods that protect sea life and habitats, now and for future generations. Seafood Watch’s widely recognized and respected science-based recommendations, indicating which seafood items are Best Choices or Good Alternatives, and which ones to Avoid, are available in its free app and at

About Rare
Ranked in the top 25 NGOs in the world by NGO Advisor, Rare is an innovative conservation organization that implements proven conservation solutions and trains local leaders in communities worldwide. Through its signature social marketing campaigns (called Pride campaigns), Rare inspires people to take pride in the species and habitats that make their community unique, while also introducing practical alternatives to environmentally destructive practices. Employees of local governments or non-profit organizations receive extensive training on fisheries management, campaign planning and social marketing to communities. They are equipped to deliver community-based solutions based on natural and social science, while leveraging policy and market forces to accelerate positive environmental change through programs in clean water, sustainable agriculture, and coastal fisheries. To learn more about Rare, please visit

About The Asian Seafood Improvement Collaborative
ASIC engages stakeholders throughout the Asian seafood industry production supply chain in respectful dialogue that considers the societal impact of fostering improvement. While international certification standards for fisheries and aquaculture as well as commitments by international seafood buyers to source responsible seafood already exist, ASIC is expanding the adoption of sustainability standards and incentives for both supplier and buyer. ASIC is committed to forging improvements for the Asian seafood industry that support local, regional and international economic growth, a healthy ocean and global food security.

About Salty Girl Seafood
Salty Girl Seafood, Inc. is a sustainable seafood company that develops sustainable, traceable, simple to prepare seafood products that incentivize sustainable fishing practices and promote stewardship of oceans. For more information on Salty Girl Seafood and where to find products in stores nationwide, please visit the Salty Girl Seafood website or join their community on Facebook and Instagram.
For media inquiries, please contact:
Seafood Watch: Emerson Brown, ebrown(at)
Rare: Dale Galvin, dgalvin(at)
ASIC: Corey Peet, cpeet(at)
Salty Girl: Gina Auriemma, gina(at)

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Zach Lowe
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