i.e. our "Fair Trade Fish" idea
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In generating awareness about the importance of sustainable fisheries among consumers in developed countries, it is important to tie this into economic markets by establishing an ecolabel that is stamped onto fish that has been harvested from a fishery with good practices. By distinguishing sustainably-caught fish from fish that is harvested from declining stocks, we can encourage consumers to support companies that work to maintain the fisheries instead of exploiting them.
The success of ecolabels can be seen in the current market for organic and fair trade products.
As of right now there are several groups that "certify" and put a label on sustainable fish, the most prominent of which is the Marine Stewardship Council, an independent, non-profit organization based in the UK. Established in 1999 as a joint effort between industry (Unilever) and conservation (WWF), the MSC has certified 857 products as of September 2007.
Also, if producers want to have their fish evaluated and certified, there is a cost barrier that bars out small fishing companies who cannot afford to apply for certification. Since a substantial portion of the fish sold in the U.S. canned tuna, perhaps focusing on labeling tuna that is caught in sustainable fisheries is the first step.