HAPPY FISH

Happy Fish provides 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 is simple, independent, transparent and trustworthy.

Consumers connect with stories celebrating the fish’s journey and
the faces behind the fish;
weaving the narrative of the unbroken supply chain from ocean-to-plate

HAPPY FISH = ASSESSMENT + ADVOCACY + PROMOTION

SUSTAINABILITY ASSESSMENTS
Rigorous scientific assessment is the bedrock of Happy Fish. Endorsed Happy Fish
must meet stringent sustainability criteria to be eligible for inclusion in the Happy Fish List

WHERE TO FIND SUSTAINABLE SEAFOOD?
The Happy Fish Directory shows you where to find Happy Fish;
whether it be the fishers, suppliers, fish shops or restaurants

TRACKING, TAGGING & PROVENANCE
With a swipe of your smartphone you can Track Your Fish all the way back to the ocean.

PROMOTE & REWARD
Seafood sellers can clearly differentiate their offerings from other seafood sold.
This builds reputations and value for those undertaking best practice.

TRANSPARENCY & ACCOUNTABILITY
Sustainability assessments are published on the tracking and web sites for anyone interested.
We believe in the importance of sharing our assessment findings to build trust and understanding
about what it means for seafood to be deemed ‘sustainable’ and for oceans to be healthy.
We aim to inspire and empower fishers right through to the end consumers
to think and act sustainably when sourcing seafood

WHAT DO THE LOGO AND TAGS MEAN?

Fish tagged with the Happy Fish logo and tracking QR code indicates you can be confident the fish is: verifiably sustainable; where it comes from; who caught it; and there has been no fish substitution. Tags provide real time information to help us ensure Happy Fish is fresh and sold to consumers within an optimum timeframe.

Happy fish tracking