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Eating seafood can be complicated.
What can we do about it?

Sourcing
Learn
The commercial seafood supply chain is complex and often produces unreliable information. Because we’re in business to save our home planet, we convened a panel of leading scientists and fish-conservation groups to help us responsibly source our seafood. One result of this collaboration is our own ultra-stringent Seafood Sourcing Criteria that guides our decisions. The basic philosophy is a place-based framework that accounts for specific harvest locations and localized needs of the ecosystem. Learn more about our sourcing process with our Wild Salmon Sourcing Criteria and Mussels Sourcing pages.
There's a story behind everything we consume. Read more about our seafood from conservationists, chefs, fishermen, biologists and writers who are committed to conservation and eating responsibly. Learn More

Protect Wild Fish

Hatcheries and open-water fish farms are driving wild fish to extinction around the world. Tell decision makers to stop wasting money on failed plans to invest in science-based solutions to save endangered salmon and orcas: Stop hatcheries, reduce harvest and remove dams

Sign the Petition

Read

Stories and essays by writers, biologists, chefs, fishermen and conservationists.

The Meaning of Salmon

The wild salmon of the Pacific Northwest represent place, nourishment, community, and profound lessons in sustainability.

The Meaning of Mussels

Mussels can breathe life back into the oceans—while feeding us, too.

Eat Informed

Know where your seafood comes from.
Ask questions, be informed and eat smart.

Buy wild salmon from well-managed, selectively-harvested fisheries. For example, sockeye salmon from near-shore, set-net fisheries in Alaska and reef-net-caught pink salmon from Lummi Island, Washington.

Don't buy Atlantic salmon or steelhead.For the most part, these species are either farmed in net-pens or harvested from endangered populations.

Eat bait + bivalves. Go lower on the food chain with smaller fish, including mackerel and sardines, from well-managed, place-based fisheries. Mussels, oysters and clams improve water quality and provide habitat for other aquatic life where they are cultivated.

Don't eat open-ocean, apex predator fish. Swordfish, bluefin tuna, Chilean seabass and other large fish at the top of the food chain are vulnerable to overfishing and can accumulate high levels of toxic chemicals.

Our Partners


Our friends at Wild Fish Conservancy of Duvall, Washington do the hard work—scientific, legal, political—required to protect our wild salmon. We’re proud to support their efforts, and to partner with them in creating our ultra-stringent Wild Salmon Sourcing Criteria. Thanks to WFC and other fish conservation groups, when you enjoy our Wild Pink and Wild Sockeye Salmon, you’re supporting truly sustainable fisheries, and the future of wild salmon.