About Us

Our Mission

FishChoice creates online tools that power progress on sustainable seafood.

In 2008, FishChoice launched with an idea for a website to help companies find sustainable seafood. Since then, we have grown into a technology-first organization that believes online platforms can transform the seafood industry by giving thousands of businesses the information they need to take action on sustainability.

Problem: Without the right information, companies cannot take the right actions

The seafood industry has an enormous impact on ocean health, but companies can’t take action without information that is accessible, comprehensible, and trustworthy. Understanding the sustainability status of their sources, where to buy seafood that meets their sustainable seafood commitment, and whether fishery improvement projects (FIPs) are making progress is essential for sustainability commitments to lead to impact. And as seafood businesses are being asked to expand their sustainability efforts to include legality, traceability, and social responsibility, their need for useful, credible information is only increasing.

Solution: Online tools give thousands of seafood businesses the actionable information they need to move ahead on sustainability

FishChoice finds new ways to solve persistent information challenges in the sustainable seafood movement. By speaking the languages of business and conservation, we turn information into action by making it clear and easy to access online. And we deliver information that can be trusted so that businesses and NGOs can make decisions based on credible data.


FishChoice is a founding member of the Conservation Alliance for Seafood Solutions. The Alliance was formed in 2008 to build communication and coordination among conservation organizations working to promote sustainable seafood. Together, the Alliance created the Common Vision for Sustainable Seafood that serves as a roadmap to help seafood businesses develop and implement practices that support environmentally sustainable fishing and aquaculture production.

Support Our Work

FishChoice is a 501(c)(3) nonprofit funded by private foundations and individual donors. Join us in our mission of creating solutions that accelerate sustainability in the global seafood industry by making a tax-deductible donation.

Tax-deductible donations can be mailed to:

FishChoice Inc. | P.O. Box 531 | Fort Collins, CO 80522

Donation inquiries? Fill out our online contact form.


Protecting the ocean is why we get up in the morning. Learn more about the FishChoice team on our Staff page.

News & Press

Check out and subscribe to our newsletter, The FishChoice Current, to stay in the know on all things sustainable seafood or find us in the news by going to our News & Press section.

Open Positions

Interested in joining our crew? Take a look at our Open Positions to learn about the employment opportunities at FishChoice.

Terms & Service

To learn more about our Code of Conduct for site users, our Partner Program Requirements, and our Privacy Policy and Data Protection, please visit our Terms & Services page.