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.

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