FishChoice

What FishChoice does

FishChoice Inc. is a 501(c)(3) nonprofit organization founded in 2008 and headquartered in Fort Collins, Colorado, that builds online tools to advance sustainable seafood. The organization's core product is FisheryProgress (launched 2016), a global web-based platform that tracks the progress of Fishery Improvement Projects (FIPs) and aggregates sustainability ratings from partners including Seafood Watch, Good Fish Guide, and Ocean Wise. Until its retirement in November 2024, FishChoice also operated FishChoice.com, a B2B marketplace that connected 600+ seafood businesses, 6,500+ products, and 10,000+ registered users and supported tools like the My Assessments Tool, which provided real-time sustainability snapshots by automatically pulling data from ratings programs. Following the platform closure, FishChoice has narrowed its focus to FisheryProgress, launched Version 2.0 of its Human Rights and Social Responsibility (HRSR) Policy in June 2025, and is exploring Seafood LAB — a proposed supply-chain infrastructure concept (adapted from Equitable Food Initiative's LAB architecture) to support labor and human-rights due diligence across seafood supply chains.

FishChoice operates a donation-driven, non-commercial business model: it is funded by private foundations and individual donors, offers free platform access to users, and explicitly states it is not a seafood marketplace. The organization serves seafood businesses, restaurants, retailers, zoos and aquariums, Fishery Improvement Project implementers, policymakers, conservation NGOs, and philanthropic donors, and positions itself as a technology-first nonprofit that translates complex sustainability and social data into actionable formats for industry leaders and resource managers. Its six-person staff is led by founder and CEO Richard Boot, with deep domain expertise across fisheries science, labor rights, sustainability ratings, and platform technology.

The competitive positioning rests on data aggregation across authoritative ratings programs, founding-membership status in the Conservation Alliance for Seafood Solutions, and proprietary frameworks (notably the HRSR Policy and the emerging Seafood LAB concept). Distribution is direct via web-based self-serve access to FisheryProgress, supported by a quarterly newsletter (FishChoice Current), social media presence (Facebook, Instagram, Twitter, LinkedIn), industry conferences, and direct stakeholder consultation. No revenue, funding totals, or financial disclosures are publicly available, and FishChoice.com's November 2024 shutdown was attributed in part to changes in the funding landscape for seafood-focused nonprofits.

Name

FishChoice

Legal name

FishChoice Inc.

Website

https://fishchoice.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

FishChoice Inc. is a 501(c)(3) nonprofit that builds online tools — principally FisheryProgress — to track Fishery Improvement Projects and aggregate seafood sustainability ratings for seafood businesses, FIP implementers, NGOs, and donors worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Fort Collins

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Philanthropic Funding: FishChoice is a 501(c)(3) nonprofit funded by private foundations and individual donors. Tax-deductible donations can be mailed to the organization's Fort Collins, CO address.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

FishChoice develops online platforms and data-driven tools that provide seafood sustainability information for industry, conservation, and human rights stakeholders. Its flagship product FisheryProgress tracks global Fishery Improvement Project (FIP) performance, while the Seafood LAB initiative builds shared supply-chain infrastructure for labor-management system assessment. All core tools are offered free of charge as part of the nonprofit's mission to advance sustainable seafood practices.

Product overview

FishChoice is a technology-first nonprofit organization that develops online platforms for the sustainable seafood movement. The core product portfolio includes FisheryProgress (launched 2016), a comprehensive FIP tracking platform, and the now-retired FishChoice.com marketplace (2008-2024) which connected sustainable seafood buyers and suppliers. Additional offerings include the My Assessments Tool (retired) for sustainability ratings and the Seafood LAB initiative exploring labor management infrastructure. FishChoice also manages the Human Rights and Social Responsibility Policy framework for integrating social responsibility into FIPs. The organization pivoted in 2025 to focus on FisheryProgress and human rights work.

Differentiator

Problem solved

Functional benefit

Brands

• FisheryProgress: A one-stop shop for information on the progress of global fishery improvement projects (FIPs), launched in 2016. Makes tracking progress more efficient, consistent, and reliable for businesses that support FIPs.
• Seafood LAB

Products and services

• FisheryProgress A web-based platform launched in 2016 that serves as a one-stop shop for information on the progress of global fishery improvement projects (FIPs), making tracking progress more efficient, consistent, and reliable for businesses that support FIPs. Includes features like 'Follow This FIP' for real-time updates on FIP status changes.
• Seafood LAB Shared supply-chain infrastructure being explored to enable buyers, suppliers, and employers to engage in structured processes for assessing and strengthening labor-management systems across seafood supply chains using a Learn, Assess, Benchmark process adapted from the Equitable Food Initiative's architecture.
• Human Rights and Social Responsibility (HRSR) Policy A policy framework for FIPs on FisheryProgress that integrates social responsibility into fishery improvement projects. Guides FIPs through making formal commitments, understanding scope of vessels and fishers, identifying high-risk contexts for forced labor and human trafficking, and conducting robust assessments.

Quantifiable outcome

• Supported over 600 businesses and 10,000+ users in making sustainable seafood sourcing decisions
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and major.

• Conservation Alliance for Seafood SolutionscoreStrategic or Co-development Partner · 1 January 2008FishChoice is a founding member of the Conservation Alliance for Seafood Solutions. The Alliance was formed in 2008 to build communication and coordination among conservation organizations working to promote sustainable seafood. Together, the Alliance created the Common Vision for Sustainable Seafood that serves as a roadmap to help seafood businesses develop and implement sustainable practices. FisheryProgress grew out of the Alliance's work to revise its Guidelines for Supporting Fishery Improvement Projects in 2015.
• Seafood WatchcoreTechnology or IntegrationRatings partner providing sustainability data for FishChoice's My Assessments Tool. Seafood Watch ratings were integrated into the platform to provide real-time sustainability snapshots for seafood products.
• Good Fish GuidecoreTechnology or IntegrationRatings partner providing sustainability data for FishChoice's My Assessments Tool. Good Fish Guide ratings were integrated into the platform alongside other ratings programs.
• Ocean WisecoreTechnology or IntegrationRatings partner providing sustainability data for FishChoice's My Assessments Tool. Ocean Wise ratings were integrated into the platform to provide comprehensive sustainability information.
• Equitable Food Initiative (EFI)coreStrategic or Co-development PartnerThe Seafood LAB concept draws inspiration from the LAB architecture developed by the Equitable Food Initiative and implemented in produce supply chains through ECIP LAB. That model demonstrated how engagement in strengthening labor systems can be structured across buyers, suppliers, and producers within commercial relationships. Seafood LAB is being explored as a sector-specific adaptation of this architecture for seafood supply chains.
• Ratings PartnerscoreTechnology or IntegrationPartnership with leading ratings providers who provide sustainability data for platform tools. Multiple ratings partners listed with logos.
• Certification PartnerscoreTechnology or IntegrationPartnerships with certification programs that provide verification data for sustainable seafood products listed on FishChoice platforms. Multiple certification partners listed with logos.
• Traceability ProvidersmajorTechnology or IntegrationPartnerships with traceability providers that enable supply chain transparency for sustainable seafood products. Multiple traceability partners listed with logos.
• Sustainable Seafood CollaboratorscoreStrategic or Co-development PartnerCollaborative relationships with organizations looking to promote and assess seafood sustainability. Multiple collaborator logos displayed.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• FishWise: Nonprofit sustainable seafood consultancy that creates tools and training for retailers, suppliers, and fisheries. Most direct comparable to FishChoice—same mission area, nonprofit model, and the organization where FishChoice's founder Richard Boot previously built retailer programs.
• Sustainable Fisheries Partnership: Nonprofit focused on engaging global seafood supply chains in Fishery Improvement Projects and aquaculture improvement projects. Highly comparable to FisheryProgress, with overlapping FIP-tracking and improvement-project advisory work for seafood businesses.
• Global Sustainable Seafood Initiative: Multi-stakeholder organization that benchmarks seafood certification programs and provides a global benchmark tool. Comparable data-infrastructure role in the sustainable seafood ecosystem, serving similar audiences (seafood businesses, certifiers, retailers).

Others

• Conservation Alliance for Seafood Solutions: Coalition of conservation organizations (founded 2008) of which FishChoice is a founding member. Not a direct competitor but a key ecosystem partner whose FIP Guidelines work seeded FisheryProgress, making it an essential comparable in the movement.

Emerging players

• Equitable Food Initiative: Nonprofit that built the LAB (Learn, Assess, Benchmark) labor-management architecture in produce supply chains, which FishChoice's Seafood LAB explicitly adapts for seafood. Closest analog for the proposed Seafood LAB initiative.

Broad incumbents

• Monterey Bay Aquarium Seafood Watch: The most-recognized seafood sustainability ratings program in the US, and one of FishChoice's three ratings integration partners. Larger-scope incumbent whose data FishChoice aggregated; relevant comparable on the buyer-facing sustainability information side.
• Marine Stewardship Council: Global leader in voluntary seafood sustainability certification, covering wild-capture fisheries. Operates at a much larger scale than FishChoice and represents the dominant certification incumbent that FisheryProgress FIPs often work toward.
• Friend of the Sea: International non-profit certification scheme for sustainable seafood (wild and farmed). Comparable incumbent in sustainable seafood verification that companies use alongside or instead of FishChoice's tools.
• Ocean Wise: Canadian-based ocean conservation organization running the Ocean Wise Seafood program (sustainability ratings). One of FishChoice's three core ratings partners, and a broader-incumbent comparable on sustainability ratings and consumer-facing seafood programs.
• World Wildlife Fund (WWF) - Seafood: Large international NGO with significant sustainable seafood and fisheries improvement programs globally. Operates the WWF Seafood Savers and similar market-engagement initiatives that overlap with FishChoice's mission at much larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/fishchoice
• Facebookfacebook.com/FishChoice
• LinkedInlinkedin.com/company/fishchoice
• Instagraminstagram.com/FishChoiceinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FishChoice