Good Fish
Good Fish Foundation is a Dutch non-profit operating the VISwijzer seafood sustainability guide, serving Benelux consumers, restaurants, retailers, and the seafood industry with independent fish species ratings and a 1,000+ partner licensing network.
- Company typePrivate
- Founded-
- HeadquartersNetherlands, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Good Fish does
Good Fish Foundation (Stichting Goede Vis) is an independent Dutch environmental non-profit organization (ANBI-status Public Benefit Organization) dedicated to improving the transition to a sustainable fishing and aquaculture industry. Its core product is the VISwijzer, a registered trademark seafood sustainability guide available as a website and a native iOS/Android mobile application. The VISwijzer rates approximately 2,500 fish species using a color-coded system (green/yellow/red) based on stock status, fishing method, ecosystem impact, and bycatch, and references MSC and ASC ecolabels. The platform covers both wild-caught and farmed species, including data-poor species assessed via research partnerships with Wageningen Marine Research.
Good Fish serves two primary audiences. On the demand side, Dutch and (expanding) Benelux consumers use the VISwijzer app and website to make informed seafood choices and locate sustainable retailers and restaurants. On the supply side, Good Fish operates a partner-licensing model covering 291 dedicated restaurants, 500+ certified restaurants, 1,000+ partner locations, 15 wholesalers, 4 supermarket chains, 10 fishmongers, 185 Green Key-certified venues, and 50 'Fish in Season' restaurants, all of which must hold a partner agreement to use VISwijzer branding commercially. The foundation does not charge consumers for the tool.
Revenue is generated through individual donations (one-time, monthly, or annual via iDEAL, credit card, and Google Pay), partner licensing fees for commercial use of VISwijzer branding, and project grants from the Nationale Postcode Loterij and the European Maritime and Fisheries Fund (EMFF/EFMZV). Strategic programs include the 'Power to the Eel' eel conservation campaign, an invasive crayfish management initiative (30,000 kg/year), the international Catch Welfare Platform (co-founded 2023), and the 'Shelf Cards in Action' B2B pilot embedding sustainability data at point of sale via FishPartners. The organization operates primarily in the Netherlands and Belgium/Luxembourg under the DBA 'Good Fish Guide Benelux a.s.b.l.'
Good Fish firmographics
Firmographics- Name
- Good Fish
- Legal name
- Stichting Goede Vis, Good Fish Foundation
- Website
- https://goodfish.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Good Fish Foundation is a Dutch non-profit operating the VISwijzer seafood sustainability guide, serving Benelux consumers, restaurants, retailers, and the seafood industry with independent fish species ratings and a 1,000+ partner licensing network.
- Ownership category
- akta.pro rank
Good Fish industry classification
Industry- Product category
- Marine Conservation & Sustainable Seafood Certification
- akta.pro primary industry
- Marine & Freshwater Conservation (BPAGAGAE)
- akta.pro secondary industry
- Seafood & Aquaculture Certification Services (MSC/ASC/BAP) (AFALAMAL)
Keywords
Where Good Fish is headquartered
LocationHeadquarters
- HQ city
- Netherlands
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Good Fish business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Donations from individuals and foundations: Good Fish is funded through gifts and donations from private individuals and foundations. Donations can be one-time, monthly, or annual, processed via iDEAL, credit card, and Google Pay.
- Partner licensing agreements: Entrepreneurs with a profit motive who use VISwijzer information and imagery must have a partner agreement with Good Fish Foundation, generating licensing revenue.
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Good Fish product offering
Product offeringCore offering
Good Fish Foundation operates the VISwijzer, an independent digital seafood sustainability guide that rates approximately 2,500 fish species on environmental impact using color codes (green/yellow/red) based on stock status, fishing method, ecosystem impact, and MSC/ASC certifications. The tool is available as a website and mobile app, and is complemented by a partner directory of sustainable fish suppliers and restaurants, an educational dictionary, and published research reports. The organization funds itself through donations and partner licensing fees.
Product overview
Good Fish Foundation operates the VISwijzer (Seafood Guide) as its primary product—a sustainability rating platform that advises consumers and businesses on sustainable seafood choices. The VISwijzer uses a color-coded system (green/yellow/red) to rate fish species based on environmental impact, and incorporates MSC and ASC ecolabels. The platform is available as both a web application and mobile app (iOS/Android). Supporting offerings include an educational dictionary of fishing and aquaculture terminology, a directory of verified sustainable fish partners (restaurants, retailers, wholesalers), and published research reports on seafood sustainability. The organization also runs various projects addressing specific issues such as European eel conservation, invasive crayfish management, and fish welfare initiatives.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- More than 1500 Dutch caterers striving for RED-free menus across 1000+ restaurant and catering locations
- +3 more outcomes
Companies that use Good Fish
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Good Fish technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Good Fish partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core, major and minor.
- Stichting De NoordzeecoreStichting De Noordzee (Foundation North Sea) is a co-initiator of the VISwijzer. Together with Good Fish Foundation and WNF, they developed the seafood sustainability guide.
- WNF (Wereld Natuur Fonds / World Wildlife Fund)coreWNF co-initiated the VISwijzer and is part of the joint NGO coalition (with WWF, Greenpeace, Stichting De Noordzee, Good Fish, Sportvisserij Nederland, RAVON, and Natuurmonumenten) calling for eel conservation.
- RAVONcoreRAVON collaborated with Good Fish on the 'Power to the Eel' campaign and received joint funding from the Nationale Postcode Loterij for eel conservation efforts.
- Wageningen Marine Research (WMR)coreWMR partnered with Good Fish and Cornelis Vrolijk/Jaczon on the Knowledge Project VISwijzer and Flyshoot, collecting data on data-poor fish species (red mullet, gurnard, squid) in the North Sea.
- Cornelis Vrolijk/JaczoncoreFlyshoot fishing company partnering with Good Fish and WMR in the Knowledge Project VISwijzer and Flyshoot to improve sustainability data for under-researched North Sea species.
- FishPartnersmajorFishPartners, a supplier to approximately 400 fish shops and mobile traders, is piloting the 'Shelf Cards in Action' project to provide fish retailers with sustainability labels for their products.
- VNV (Vereniging van Nederlandse Visspecialisten)majorThe Association of Dutch Fish Specialists is piloting shelf cards for fish retailers in cooperation with FishPartners and Good Fish, providing wettally required and sustainability information.
- Wageningen University and ResearchcoreWUR is a founding partner of the Catch Welfare Platform (CWP) and collaborates with Good Fish on multiple research projects including fish welfare, sustainable aquaculture, and seafood supply chain transparency.
- Institute of Marine Research (Norway)coreFounding partner of the Catch Welfare Platform (CWP), an international initiative to improve fish welfare during the catching and slaughtering process.
- Nofima (Norway)coreFounding partner of the Catch Welfare Platform (CWP), contributing to research on fish welfare in fisheries and aquaculture globally.
- MDV Beheer B.V.minorPartner in the Bedwelmen op Zee (Stunning at Sea) research project investigating fish welfare during catch processing aboard fishing vessels.
- Stichting Prosea Marine EducationminorPartner in the Bedwelmen op Zee project contributing to knowledge dissemination about fish welfare and stunning techniques.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Good Fish competitors and assessment
Company assessmentBroad incumbents
- World Wildlife Fund (WWF): Global conservation organization with a major seafood sustainability program. WWF is also a Good Fish partner and co-initiator of VISwijzer. Comparable sustainability work but vastly larger scale and far broader environmental mission.
- Oceana: Large international ocean conservation organization focused on policy advocacy and rebuilding fish stocks. Comparable marine sustainability mission but vastly larger scale, global operations, and policy-centric approach rather than a consumer rating platform.
- The Nature Conservancy: Large global environmental non-profit with marine conservation programs including sustainable fisheries and aquaculture. Comparable mission space and non-profit structure but vastly larger organization with a much broader environmental scope.
- Marine Stewardship Council (MSC): Global non-profit certification standard for sustainable wild-caught seafood. MSC's eco-label is referenced within VISwijzer; comparable function (sustainability ratings for seafood) but vastly larger scale, global operations, and formal commercial certification infrastructure rather than a donation-funded independent consumer guide.
- Sustainable Fisheries Partnership (SFP): Global non-profit engaging seafood-industry stakeholders to improve fishery and aquaculture sustainability. Comparable marine sustainability mission but focuses on industry capacity-building and supply-chain improvement rather than a consumer-facing species guide.
- Aquaculture Stewardship Council (ASC): Global non-profit certification standard for responsibly farmed seafood, also referenced by VISwijzer. Comparable sustainability-rating function but global reach, formal certification infrastructure, and aquaculture-specific focus rather than a broad consumer-facing guide.
Direct peers
- Seafood Watch (Monterey Bay Aquarium): US-based seafood sustainability guide operated by the Monterey Bay Aquarium that rates fish species using color-coded ratings (green/yellow/red best/good/avoid) for consumers and businesses. Most directly comparable to Good Fish's VISwijzer in product, mission, and target audience.
- Friend of the Sea: International non-profit certification scheme for sustainable seafood (wild-caught and farmed). Comparable sustainability-certification function but operates globally with a formal third-party-audited certification model rather than an independent consumer guide.
- FishWise: US-based non-profit focused on sustainable seafood that works with retailers, suppliers, and fishermen on sustainability improvements. Comparable non-profit structure and seafood sustainability mission, though FishWise emphasizes supply-chain engagement over a consumer-facing species guide.
- Bloom: French non-profit organization working on ocean protection and sustainable fisheries, including consumer-facing awareness and advocacy on overfishing and aquaculture. Comparable European non-profit structure and marine sustainability focus, with similar independent, non-commercial posture.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Good Fish social profiles
Digital presenceGood Fish compliance and trust
Trust signalCompliance2 records
Good Fish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Fish leadership team
Management profileNumber of profiles
Profiles1 record
Good Fish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Fish M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good Fish
What does Good Fish do?
Good Fish Foundation operates the VISwijzer, an independent digital seafood sustainability guide that rates approximately 2,500 fish species on environmental impact using color codes (green/yellow/red) based on stock status, fishing method, ecosystem impact, and MSC/ASC certifications. The tool is available as a website and mobile app, and is complemented by a partner directory of sustainable fish suppliers and restaurants, an educational dictionary, and published research reports. The organization funds itself through donations and partner licensing fees.
Is Good Fish a public or private company?
Good Fish is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Good Fish founded?
Good Fish was founded in -1. It employs 1 to 10 people.
Where is Good Fish based?
Good Fish is headquartered in Netherlands, Netherlands, in the Europe region.
How does Good Fish make money?
Two revenue lines are on record. Donations from individuals and foundations are the primary driver. The others are partner licensing agreements.
Who are Good Fish's main competitors?
Broad incumbents on record are World Wildlife Fund (WWF), Oceana, The Nature Conservancy, Marine Stewardship Council (MSC), Sustainable Fisheries Partnership (SFP) and Aquaculture Stewardship Council (ASC). Direct peers are Seafood Watch (Monterey Bay Aquarium), Friend of the Sea, FishWise and Bloom.
Does Good Fish have an API?
No public API is recorded for Good Fish.
What industry is Good Fish in?
Good Fish's product category is Marine Conservation & Sustainable Seafood Certification. Its primary akta.pro industry code is BPAGAGAE, Marine & Freshwater Conservation, with a secondary code of AFALAMAL, Seafood & Aquaculture Certification Services (MSC/ASC/BAP).