Greenwashing – Is there really a sustainable Orange Roughy fishery?
Wandering through the grocery store the other day, I noticed something strange in the fish bin. Now, in general I’m pretty conscious of where my fish comes from, how it was caught, whether the fishery as a whole or the specific population is sustainable. I pay attention to those details and I can usually tell when a company’s branding is legitimate and when it’s just greenwashing.
Imagine my shock when I found a packet of Orange Roughy, sold by the Full Circle brand, and marketed as sustainable.