In 1999, Seafood Watch began as a market-based program focused on increasing consumer awareness of sustainable seafood in order to influence what seafood businesses buy and ultimately how it is produced. 

The success of this strategy has increased consumer demand for sustainable seafood and is driving many seafood producers to improve how they fish or farm so they can sell to the U.S. market — but many can't do it alone. Some need technical help to raise their fish without the use of antibiotics, others need stronger policies for managing their industry and many need assurance that there is a buyer for their more sustainable products. This is where Seafood Watch can help.