Ocean provides enough to satisfy every man’s need, but not every man’s greed. Believing that conservation is a state of harmony between men and sea, I am a big supporter of sustainable seafood movement.

Only when the last river has been poisoned and the last fish has been caught will we realize we cannot eat money. Subsidies for fishing lead to indiscriminate commercial fishing practices, including extensive driftnets and lethal hooks. As a result, fisheries are depleted, non-seafood species are killed and coastal habitats are destroyed.

As the corporate social responsibility lead of Deliveroo, a UK-headquartered online food delivery platform, I decided to partner with Ocean Recovery Alliance, Foodie and Choose Right Today to organize Kin Hong Seafood Festival together and promote sustainable seafood to both restaurants and customers. I actively educated restaurants on the sourcing of sustainable seafood based on the guidelines of Marine Stewardship Council (MSC), Aquaculture Stewardship Council (ASC) and World Wildlife Fund (WWF). As a result, 15 restaurants, from local restaurant Wong Chi Kei, organic restaurant Sohofama to Italian restaurant Fishsteria joined the festival.

When small acts– from sourcing, eating to promoting sustainable seafood – are multiplied by millions of people, they can transform the world and save the ocean. Supply chain innovations can maximize sustainable yield and restore fish stocks in the shortest time feasible. With the rise in sea-tech, fishermen can now document their catches and tell the stories of their fish to customers. As the middle class becomes increasingly health-conscious, it is a great time for us to educate them to choose right today.


Choose now

Guide to Sustainable Seafood Labels

Guide to Online Shops

Guide to Restaurants

Guide to Wet Markets

Industry Connect