Followfish: True Taste, Tracking and Transparency

Have you ever watched “The End of the Line”? It is a disturbing and powerful film about the problem of overfishing. Advances in fishing technology mean whole species of wild fish are under threat. The most important stocks we eat are on the decline. Eventually, they will collapse altogether, if we do not do anything about it. The film looks behind the world of fish and reveals “the inconvenient truth of oceans”. It is not just a film, but also a campaign - for a new ethic of responsible fishing, for sustainable consumption of fish, and for marine protected areas to allow the sea to recover.



“Fish&More” is a medium-sized company based in Friedrichshafen (close to Lake Constance), which was founded in 1998. The company does business worldwide. It planned and built fishing sites in Russia, becoming the market leader of pike perch in Europe. Quality and ecology have always been an integral part of the corporate philosophy and activities. To do something about the problem of overfishing Fish&More exclusively works with farmers and fisheries with exemplary environmental credentials. All of their products are managed in a sustainable way:

• The farmed fish come from organic aquacultures and are only fed organic food. The stringent organic regulations ensure that fewer fish per cubic metre are kept in the cages (as compared to conventional aquacultures). They are able to move more easily and grow into healthier fish to develop their excellent taste.
• The wild fish are caught in accordance with the specific rules of the Marine Stewardship Council (MSC) to conserve the seas’ fishing stocks. The caught fish is processed on the spot, which saves long transport routes, preserving the environment and quality.

In the beginning of 2008 the company introduced the new brand “followfish”, sourced 100% from environmentally responsible and sustainable fisheries. followfish was awarded “The best organic brand 2009” by the influential industry journal Lebensmittelpraxis. The main reasons for the prestigious award were: their holistic approach, product quality, and the sustainability marketing concept leading to success in the retailing sector. Besides the high product quality, the certified ecological credentials, and great taste, followfish has a unique selling proposition: Worldwide it is the first brand to show the world behind fish. Thanks to a tracking code on the packaging, consumers are enabled to see where the fish comes from, how it was cultivated, by whom it was caught, how it was processed, which way it was transported, and where it was stored. You just have fill in the tracking code in the online system, providing that kind of information. Thus, the claim “Follow the true taste” is more than just a snappy slogan . It is about seeking product transparency and open communication between fish consumer, fish producers and processors. The high quality, the taste and the transparency comes with a premium product price, which will make it difficult to move beyond a niche market. But then we have to consider the “price” paid for fish in the mass market. Do fish fingers for 15 cents and less really cover the total cost of the product?