Solutions for a sustainable whitefish industry | WWF

Solutions for a sustainable whitefish industry

WWF cares about whitefish because they are key components of the food chain and live in areas we seek to protect. Leading seafood companies share the same concern, and work with us to map out a sustainable future for fish stocks and the industry.
WWF´s work focuses on whitefish species in important places such as the Arctic, the Southern Oceans, Southern Chile and European waters.

We engage directly with companies that represent a significant proportion of the global whitefish volume to help them source, process and sell sustainable whitefish only.

This requires "one-on-one" work with the management of these companies, as well as providing assistance to implement the technical requirements.

Good management and governance

WWF constructively advocates with governments and regional fisheries management organizations (RFMOs) for stricter regulations and better fisheries management that involves reducing bycatch and discard practices by using sustainable fishing gear.

We also ask for more transparency on the seas through better monitoring, efficient control systems and port state measures.

Find out about WWF´s Smart Fishing approach

We promote responsible fisheries and trade practices through credible certification systems such as the Marine Stewardship Council (MSC) certification programme. The first whitefish MSC certification was awarded to a New Zealand hoki fishery in 2001.

Since that time the number of certified whitefish suppliers – and those that are now in the process of certification – has grown to over 50% of the global supply of whitefish.
How can we move production to more sustainable practices? Find out about WWF's Market Transformation Initiative ►
Want to know more about how WWF tackles overfishing globally? Find out about WWF´s Smart Fishing Initiative
Marine Stewardship Council  
	© WWF
Marine Stewardship Council


A number of credible, third-party certification schemes, such as the Forest Stewardship Council (FSC) and the Roundtable on Sustainable Palm Oil (RSPO) can help companies prevent environmental degradation and drive the key industries toward better and more responsible performance. Find out more ►

Be part of the solution

► Fish traders, processors, and retailers can stimulate more transparency in fisheries by selectively buying seafood products from fisheries with low or no bycatch, and that have been certified according to the standards of the MSC.

Consumers can search for MSC-certified products to find seafood caught and/or processed by companies that have taken steps to reduce their negative impacts on the marine environment.

Find out more about what you can do


FIPs are initiatives that use the power of private sector and markets to incentivise positive changes towards sustainability in the fishery. They can open new market opportunities and help reduce the impact of fishing on our seas and oceans. Find out more ►

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