How SASSI Helps

“Sustainable seafood is about more than simply how many – and how – fish are caught, it is also about how seafood is traded. SASSI works in different ways to influence the entire industry.”


Voluntary Compliance

Promoting voluntary compliance with the law (specifically, the South African Marine Living Resources Act) through education and awareness


Demand for sustainable seafood

Shifting consumer demand away from over-exploited marine species to more sustainable options



Creating awareness around marine conservation issues and inspiring consumers

Developing a sustainable seafood industry requires more than sustainable fishing. It is also about addressing the other aspects of the supply chain – from the fisherman’s hook, via the seafood vendor, to your fork.

Started in 2004, the Southern African Sustainable Seafood Initiative (SASSI) was established to drive change in the local seafood industry by working with suppliers and sellers of seafood, as well as informing and inspiring consumers to make sustainable seafood choices.

WWF-SASSI promotes voluntary compliance with the law – specifically the South African Marine Living Resources Act – through education and awareness. It also aims to shift consumer demand from over-exploited species to more sustainable ones.

To support consumers in understanding their sustainable seafood options, SASSI provides a few easy-to-use tools that categorise seafood species according to a ‘traffic light’ system of red, orange and green. These tools include a credit card-sized pocket guide, a free app and a mobile SMS service, aptly named FishMS. By sending our service an SMS including the name of the fish you’re about to eat, we’ll send you an immediate response telling you whether to tuck in, think twice or avoid a particular seafood.