About FishChoice

Mission
Creating solutions that accelerate sustainability in the global seafood industry

Vision
A thriving and sustainable global seafood industry

About the Organization

What is FishChoice.com? 
Why is FishChoice.com important?

How does it work?
How much does FishChoice.com cost?
How is FishChoice.com funded?
Who founded FishChoice.com? 
Can consumers use the site?

Finding Seafood / Contacting Suppliers

Why do I need a membership? 
How do I change information or my password?
What types of suppliers will you find on FishChoice.com? 

How do I purchase seafood products I find on FishChoice.com?
What if I am having trouble contacting a supplier?

Adding My Company & Products

Adding Seafood Products to FishChoice.com
Why is the product I submitted not showing up in the product directory?

About the Organization

What is FishChoice.com?

FishChoice.com is an online, sustainable seafood sourcing tool that connects retail, restaurant, and institutional seafood buyers to suppliers of sustainable seafood products. FishChoice.com also helps sustainable aquaculture operations and wild fisheries that utilize environmentally responsible fishing methods find markets for their products.

Why is FishChoice.com important?

In a 2007 Food Marketing Institute Survey 92% of consumers polled said it is important for the food industry to be more proactive in addressing environmental concerns. Consumers want to make more sustainable choices and chefs and retailers want to provide them. FishChoice.com fills the missing piece in the equation by matching those suppliers and their products to an aggregated group of sustainable seafood ratings and certifications. 

How does it work?

FishChoice.com is not an e-commerce website, but rather an online network, similar to a dating website. The process that takes place typically is: suppliers submit products, FishChoice identifies if they meet the necessary sustainability requirements of one or more of its partners, those that meet the requirements are listed on the website alongside the aggregated sustainability ratings &/or certifications, buyers register for the website to get full access and contact those suppliers who they want to speak with about purchasing their products.

How much does FishChoice.com cost?

FishChoice.com is currently free. In the future, one or more revenue models will be implemented.

How is FishChoice.com funded?

FishChoice.com is a nonprofit organization that is currently funded by private foundations and individual donors who recognize the importance of ensuring sustainable supplies of seafood for future generations. In the future, FishChoice.com will receive some of its operating income from subscriber fees.

Who founded FishChoice.com?

Richard Boot is the Founder and President of FishChoice.com. Prior to founding Fishchoice.com in 2008, Richard worked as Director of Operations for FishWise (Sustainable Fishery Advocates). At FishWise he developed training and implementation programs for use in grocery stores’ meat and seafood departments. Richard has formed collaborations with national environmental NGOs on a variety of subjects including mercury labeling and education about and sourcing of environmentally preferable seafood products. (Go to full bio here)

Can consumers use the site?

Anyone can register to see what types of products are listed. However, the site provides listings geared to the needs of commercial seafood buyers. There is a consumer page on the website and there are plans to add additional resources for consumers.

Finding Seafood / Contacting Suppliers

Why do I need a membership

In order to use all aspects of FishChoice.com, a simple membership is required. The membership allows access to all content, receipt of our e-newsletter, and  ensures the most successful means in contacting suppliers using the website.

How do I change information or my password?

To change your email, display name, or password, please use the Profile link in the upper right hand corner of your screen.

What types of suppliers will you find on FishChoice.com?

FishChoice.com lists farms, fishers, primary processors, importers, and products for distributors who are Marine Stewardship Council (MSC) chain of custody certified.

How do I purchase seafood products I find on FishChoice.com?

FishChoice.com does not directly sell products from our directory of suppliers, but connects buyers with these suppliers. To purchase products you find in our database, click the "Contact Supplier" button on the search or product detail page or contact them directly using the contact information listed on the product detail page.

ONLINE

Once you have found a product that you want more information you can express your interest directly to the supplier from the FishChoice website. To contact the supplier use the orange “Contact Supplier” button on the far right of the product listing on the browse list or similarly on the right side of the product detail page. Clicking on the button opens up an online form with your name and email you provided when registering for FishChoice preloaded and a blank field for you to ask any questions you may have. Click "Send" and this form is sent directly to the supplier in just a few seconds, alerts them to your interest, and they will follow-up with you. We recommend you include your phone number if you want an immediate reply.

FORWARD PRODUCT DETAILS

If you do not buy products directly, want to send information to your distributor, or want to let someone else know about a product, you can forward the product detail page directly from the website. Under the orange 'contact supplier' button on each product detail page is a link to "Forward Product Details." This link opens an online form, with the name and email you provided when registering for FishChoice and fields to enter the email address of who you are sending the product detail page to and a blank field to include your message. For example, if you are a chef or restaurant that uses a distributor, finding products on FishChoice.com and sending those details to the distributor to then procure the product is a simple and efficient way to source sustainable seafood.

OFFLINE:

Each product detail page includes the name of the contact for the supplier, their address, phone number, and website. Remember when calling a supplier you found on FishChoice please tell them where you found them.

I am having trouble getting in touch with a supplier, what should I do?

If you have any problems contacting a supplier, please contact us and we can help address your questions.

Adding My Company & Products

How can producers get a product on FishChoice.com?

Producers can submit their products by filling out an online form or calling the organization. FishChoice will need to know the scientific name of the species, where it was caught or farmed, and the method by which it was caught or farmed to establish the basis of whether a product has the necessary sustainability credentials. For products that get listed on the website FishChoice will add details such as fresh &/or frozen product forms, seasonal availability, minimum order size, delivery information, full sales contact information, and additional notes about the company.

ONLINE

Products can be submitted online at FishChoice.com using the "List Products" form. The form will ask for some basic questions about the company, and the product. If you want to submit more than one product, after you've submitted the first product, an option will be available to ask you to submit another product. Once the product is submitted, FishChoice.com is notified immediately and we get to work looking at all the product details, we will contact you to confirm the information, ask for any missing information, determine the sustainability ratings and/or certifications for the product and post eligilbe products on the website.

OFFLINE

Products can also be submitted offline by simply calling FishChoice.com or emailing us and letting us know you want your products on the website.

Why is the product I submitted not showing up in the product directory?

To ensure that all products listed on FishChoice.com meet the criteria or certification of one of the partnering organizations, we review each submission to the database. If you would like to inquire about the status of your product please contact us directly.