THE HAPPY FISH PROJECT

Happy Fish’s primary function is to provide a practical solution to the widespread confusion and mistrust
about what seafood is sustainable, where to source it, and the lack of reward for businesses who make
the extra effort. Information provided is simple, independent, transparent and trustworthy.

We focus on the marriage of premium seafood with sustainability,
and verifiable provenance and sustainability through the tracking & tagging of seafood

By connecting diverse stakeholders from ocean-to-plate we create transparent seafood supply chains
and a groundswell beyond the marketplace. We want to inspire and empower fishers right through
to the end consumers to think and act sustainably when sourcing seafood

HAPPY FISH = RESEARCH + ADVOCACY + PROMOTION

RESEARCH & SPECIES ENDORSEMENTS
For a species to be endorsed Happy Fish and be eligible for inclusion in
the Happy Fish List it must meet stringent sustainability criteria

FIND SUSTAINABLE SEAFOOD
The Happy Fish Directory shows you where to find fishers, fish shops and restaurants
sourcing Happy Fish

TRACKING, TAGGING AND VERIFYING PROVENANCE
Tracking and fish tagging technology connects seafood suppliers to the end consumer.
A swipe of a smartphone enables you to Track Your Fish all the way back to the ocean.

PROMOTE & REWARD
The fisheries scientists have facilitated unprecedented access for smaller scale
family fishers to high quality sustainability reviews, by ensuring the endorsement process is affordable.
Seafood sellers can now confidently sell their offerings as verifiably sustainable, and receive the promotion,
reputational and financial rewards of selling premium sustainable seafood with verifiable provenance

TRANSPARENCY & ADVOCACY
We believe in the importance of sharing our research to inform community, build trust and understanding
about what it means for fish to be ‘sustainable’ and for oceans to be healthy. We hope to promote discussion
and debate so our fishers, chefs, seafood sellers and their customers become advocates for sustainable seafood.

WHAT DO THE LOGO AND TAGS MEAN?

The Happy Fish logo signifies the species has met our rigorous sustainability criteria.
The tags provide the verification that the species has been endorsed and can be traced back to the source

Happy fish tracking