It's 2027, and we're no longer gorging ourselves on prawns. Or tuna. Or salmon. Not because they have disappeared or we are appalled by how they are produced, but because we are eating so many other delicious fish – kingfish, cobia, lionfish, mackerel, and others we have yet to meet.
Our old favourites are still around. We have stopped loving them to death and figured out how to grow low-impact, high-quality seafood. We also know exactly what fish we are eating and where it comes from – sometimes we even know the fishers by name – so we can make confident choices based on nutrition and sustainability. Unsustainable seafood just doesn't sell: shoppers walk away from it the way they do transfat-laden foods today.
This scenario might sound ridiculous given the historically slow rate of change in the seafood industry, with its complex and often low-tech global supply chain. People assume that change will continue to plod along. I don't believe that.
The pace has already picked up dramatically. Governments, big industry players, entrepreneurs and investors are focused on seafood sustainability like never before. Several drivers are kicking in at once.