Selling Sustainably Sourced Seafood Online

I'm happy to see that someone has made a credible foray into selling sustainably sourced seafood online. I Love Blue Sea, a San Francisco-based start-up, buys and sells seafood that its owner, Martin Reed, has verified as sustainable. According to this article in the New York Times blog, Reed uses all third-party standards, like those of Greenpeace (nothing from the “red list”) and the Monterey Bay Aquarium (no “avoid” fish):

"If he knows that “pirating” (as illegal fishing is called) is big with a certain species, he won’t sell it at all. (Thus, no yellowfin.) And he is insisting that suppliers sell him only fish that can be traced — individually — through bills of lading and bar codes."

Having seriously researched starting a similar business, I know Reed has bitten off a major task. I wish him the best. Marrying sustainability to the profit motive (and remaining faithful to both) is a key component of saving the seas and the planet.