Sustainable Fisheries Partnership (SFP) began its 15th anniversary celebration today by recognizing its work that led to the establishment of sustainable seafood and transformed how business is done in the retail and seafood industry. To start its six-month celebration, SFP launched a new website ( and published SFP@15, a chronicle of the organization’s history and evolution, people, and accomplishments. 

Over the past 15 years, SFP created the model for fisheries conservation that now is the standard approach to seafood sustainability by retailers, foodservice companies and brands around the world. 

“We mobilized the entire seafood supply chain for conservation and fisheries improvement,” said Blake Lee-Harwood, chief program officer and longtime SFP employee. “We established sustainability as a core business practice and introduced unprecedented transparency into seafood production. Now sustainability and transparency are at the heart of seafood sourcing.” 

SFP pioneered fishery improvement projects (FIPs), now widely used, to address environmental issues in marine fisheries. In response to the proliferation of FIPs, SFP created Supply Chain Roundtables (SRs) to bring the middle of the supply chain together for pre-competitive collaboration. 

From its beginning, SFP has also been a leader in finding new sustainability solutions. Its science, tools, and technology created the foundation for and continue to be the leading methods for monitoring and assessing progress in seafood sustainability and fisheries improvement. SFP’s new website continues these trends. 

“On our 15th anniversary, we are excited to launch a completely reimagined website that reflects our mission and the scope and scale of our impact and work. It tells the story of what we have done, but also shows our vision of sustainable seafood and how we can get there,” said Lee-Harwood.

The website’s visually dynamic, modern design offers easy navigation and engaging content to help retailers, seafood companies, and other stakeholders easily access and better understand SFP’s initiatives, science and analysis, and tools and services. New features include: 

  • Updated visual aesthetic and visual storytelling. 
  • Improved journey optimization and re-structured layout to help visitors quickly and easily navigate the site and find the actions, assistance, and resources they need for sustainability. 
  • Nimble and responsive interface that allows SFP to provide accurate and up-to-date data and information for its partners, collaborators, and others working on sustainable seafood. 

“Our new website is easier, faster and more effective, and reflects how SFP’s continued adoption of open-source software and forward-thinking investment in data systems can help to effect real change in the seafood sector.” said Merul Patel, chief information officer and one of SFP’s first employees. “The website will significantly increase the ability of SFP and our partners and collaborators to advance sustainability in their companies and supply chains.”

Since its early beginnings, SFP has been fearless in its pursuit of conservation. The SFP@15 book starts with the story of a group of people who defied conventional environmental advocacy tactics, adopted what was then a radical approach of working with business, and built an organization that ultimately would transform the seafood sector. 

“SFP created a new path to sustainability,” said Purbasari (Sari) Surjadi, chief of staff and a founding member of SFP. “We proved that we could achieve conservation goals at a large scale by working directly with the seafood supply chain. This was completely different from traditional conservation engagement that primarily focused on PR and marketing tactics.” 

The book also highlights SFP’s initiatives, such as Target 75, which has been widely adopted and implemented by the seafood industry, NGOs, and stakeholders. In addition to stories and highlights, SFP@15 includes timelines and graphic data showing the growth and expansion of SFP’s work.