Entrepreneurs Fight for the Future of Fish—Beginning With the Bottom Line
Cheryl Dahle and Future of Fish are helping fishermen improve their bottom line while better managing stocks for the future.
"We hope to change incentives for behavior in the industry so it's no longer profitable to overfish and to fish non-sustainably," founder Cheryl Dahle explained. "And we're looking to reward sustainable behavior with a better price."
The effort begins with making information more available, properly identifying fish, and tracking it all the way from sea to plate. Today's consumers have little idea where, when, or how most of their fish was caught. In fact, genetic studies show they often don't even know what kind of fish they are really buying.
"Estimates vary but some 30 to 70 percent of the fish sold in the United States is mislabeled," Dahle said. "If fish is mislabeled you don't have a real choice to