The CleanFish Alliance: Safe Seafood Made Easy

The mission behind the conscious business association known as the CleanFish Alliance is simple; by promoting seafood from thoughtful sources consumers can have wider access to high-quality, safe seafood while they assist our oceans to flourish and stimulate healthy sea life once again.

However, CleanFish isn’t just about providing top quality seafood that is delicious, safe & sustainable.  The founders and members of CleanFish believe that to truly make a difference the seafood industry must also be transformed.  And it is exactly this that they are successfully achieving through their network of businesses that span the entire seafood supply chain.

The brainchild of seafood veteran Dale Sims and eco-strategist Tim O’Shea, the CleanFish Alliance truly exemplifies a conscious, systems approach to business where the interaction between consciously chosen associations helps advance both the individual businesses of alliance members as well as the cause of the larger whole.

As co-founder Tim O’Shea says, “In an era of eroding industry standards, CleanFish stands for higher expectations… it all connects: taste connects with stewardship, connects with ecosystem sustainability…People get it.”  As such, they have wisely developed an alliance of suppliers where the structure and marketing employed not only calls forth for more producers that display extraordinary dedication to sustainability but it also drives the market to support such endeavors.

Conscious Business Practices to the Core

CleanFish alliance members hold the intention of improving the quality of life for current and future generations by persistently seeking superior business practices that demonstrate respect for our planet.   To qualify for membership, all suppliers must demonstrate commitment to such an intention.  However, as their conscious business model demonstrates, these efforts do not go unrewarded.

For example, CleanFish Alliance fisheries must exhibit the highest standards in the cultivation of seafood.  They must demonstrate a conscious harvest practice where fish are never over-harvested in service to the maintenance of the fish population and the ecosystem for many seasons to come.  As members, these fisheries in turn are rewarded for their conscious business practices with a price premium that is developed over time through market channels and extensive marketing activity.

This kind of conscious selection of suppliers continues up the supply chain to wholesalers, distributors, restaurants, chefs and retailers that as CleanFish partners have become trusted providers of high-quality, environmentally safe seafood. They are rewarded for their commitment to sustainability with first rights to CleanFish artisan seafood and marketing that enhances their sales.

Lastly, consumers become part of the CleanFish Alliance when they vote with their fork and turn the tides in favor of the oceans by choosing CleanFish seafood in markets and menus around the country.  CleanFish.com provides a free quick search service that enables consumers to look up via zip code restaurants and suppliers in the near vicinity that supply CleanFish seafood.  In areas where it isn’t found, they can also vote with their fork by requesting from their local grocers and eateries to provide CleanFish safe seafood.

By creating a large alliance of producers, investors, and customers who are engaged together toward the same goal of producing top-quality, sustainable, safe seafood, CleanFish is driving the marketplace to reward human-scale fisheries where fish are harvested responsibly and our oceans are preserved.

A Difference you can Taste and Feel

The extraordinary environmental stewardship employed by CleanFish Alliance members is translating into superior seafood and a healthier earth, a feat that is not going unnoticed.

Business Week named CleanFish in their roundup of “America’s Most Promising Social Entrepreneur,” Food & Wine Magazine named CleanFish a winner of its Eco-Ocean Award for its efforts in sustainable seafood and the Social Venture Network awarded CleanFish their 2008 Innovation Award as part of the next generation of innovative, socially responsible businesses.

In the end, CleanFish delivers fish that stands out for its flavor, its freshness and for its contribution to the health of our bodies, our oceans and our earth.  Combining that with their intent to develop a marketplace that values producers who go out of their way for their earnest dedication to providing safe seafood using sustainable practices, makes the CleanFish Alliance a clear standout conscious business.  As the CleanFish Alliance says, it truly is “the smart way to enjoy fish.”

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