At a recent grocery store visit, I overheard a woman ask the fishmonger if the salmon was “real” or “fake.” He paused. “It’s… farm-raised,” he said, uncertainly. In that one moment, the confusion and fear around seafood came into sharp focus. And it’s not just her—navigating the seafood aisle today feels like wading through murky waters.

That everyday confusion is a small reflection of a much bigger story. Sir David Attenborough’s new documentary, Oceans, pulls the camera back—way back—to show what’s really at stake.

Through sweeping visuals and urgent narration, Attenborough reminds us that the ocean is Earth’s life-support system, regulating climate, producing half of the planet’s oxygen, and providing a primary source of protein for over 3 billion people.

Why are we talking about this now?

The National Geographic documentary also exposes the mounting threats we’ve imposed: industrial trawling that scars the seafloor, coral bleaching from rising temperatures, fish populations collapsing under global demand, and plastic pollution infiltrating even the most remote ecosystems.

The film underscores the urgency of changing how we harvest food from the sea—but it also points to hopeful pathways. Marine protected areas (MPAs), responsible aquaculture, innovative technologies that reduce bycatch and improve sustainability, and global cooperation emerge as necessary solutions.

Attenborough’s message is clear: our choices as consumers matter. By choosing retailers and brands that prioritize sustainable sourcing, we help tip the balance toward recovery. The oceans can rebound—but the window for action is closing fast.

Sources for chart: Seafoodwatch.org, World Bank

Why the oceans matter

Imagine draining your fridge every night and expecting it to restock itself by morning. That’s how we’ve been treating the ocean. We’re no longer living off the ocean’s interest—we’re draining its life.

The oceans regulates our climate, feeds billions, and hosts over 80% of life on Earth. But pollution, and overfishing are pushing it to the brink. A 2022 FAO report confirms that over 35% of global fish stocks are overfished, compared to just 10% in the 1970s (FAO SOFIA 2022).

Wild & farmed working together

The debate over wild vs. farmed fish often gets emotional, but the reality is clear: the future of seafood depends on both wild-caught and aquaculture production.

The global seafood industry—both farmed and wild-caught—is highly fragmented, with wildly inconsistent standards. In some regions, poor working conditions, environmental contamination, and lax oversight persist. In others, strict rules govern human welfare, fish health, and environmental impact.

Take wild-capture fisheries: in some parts of the world, massive trawl nets scoop up everything in their path—targeted fish, turtles, sharks, and countless other creatures. The unwanted catch, known as bycatch, usually dies before being tossed back into the sea.

But not all wild fisheries are the same. Marine Stewardship Council (MSC)-certified operations must meet strict bycatch and habitat standards. In Alaska, for instance, pollock fisheries now use trawl nets with escape hatches for non-target species, cutting bycatch rates to under 2%.

Innovations in modern aquaculture

Aquaculture already supplies more than half the world’s seafood—and it will need to grow. The FAO estimates we’ll require 30 to 40% more aquatic protein by 2050 to feed the planet. While aquaculture has long been stigmatized, modern operations in Norway, Chile, and the U.S. are among the most tightly regulated in the world.

Today’s innovations are changing the game:

• Recirculating Aquaculture Systems (RAS): Filter and reuse water, slashing waste and pollution
• Integrated Multi-Trophic Aquaculture (IMTA): Combines fish, shellfish, and seaweed to create closed-loop systems that absorb waste and enhance ecosystem health
• Alternative Feeds: Algae- and insect-based feeds are reducing reliance on wild forage fish (Nature Sustainability, 2022)
• Shellfish and Seaweed Farming: Require no feed, filter surrounding water, and even sequester carbon

When done responsibly, aquaculture provides year-round, stable protein with far less volatility than seasonal wild catches. It relieves pressure on overfished stocks, strengthens supply chains, and feeds growing populations. Wild fisheries, meanwhile, remain essential for biodiversity, cultural traditions, and ecological balance.

“It’s not about one or the other,” McReynolds adds. “They have to co-exist. We don’t need to pit wild against farmed—we just need to eat good fish and protect the systems that make that possible.”

Think of it this way: wild fish are like wildflowers—diverse, ecologically vital, and worth protecting in their natural habitats. Farmed fish are more like cultivated crops—carefully managed, scalable, and increasingly sustainable when grown the right way. We need both for a healthy, resilient future.

Tech on deck: The future of fishing

Technology is revolutionizing seafood production—and not just in theory. Today, it’s making real-time sustainability a reality on both farms and boats. Today’s smart fish farms are like underwater smart homes—outfitted with AI, sensors, and eco-engineering to keep every parameter in check.

Artificial Intelligence

In aquaculture, AI is now used to monitor fish health, regulate feeding, and track water quality. Smart cameras and machine learning tools help detect issues like disease, parasites (such as sea lice), or oxygen depletion before they become crises. In Chile, farms equipped with AI sensors have reported feed conversion ratio (FCR) improvements of 15–20%—meaning less waste and lower environmental impact.

Smart tip: Shellfish like mussels are filter feeders—they actually clean the ocean as they grow.

Electronic Monitoring Systems

On the wild catch side, fisheries are increasingly adopting electronic monitoring systems (EMS). These include onboard cameras, acoustic sensors, and geolocation tags that allow vessels to track every net, every haul, and every species caught. Data is uploaded in near real-time to ensure compliance with quotas and protected areas. According to Global Fishing Watch, these technologies are being used to track over 65,000 vessels worldwide.

Satellite Systems

Satellite systems also play a crucial role in combating illegal, unreported, and unregulated (IUU) fishing. With high-resolution imaging and automatic identification systems (AIS), authorities can detect vessels operating in no-fishing zones or under false flags. Governments and NGOs now use these tools to enforce marine protected areas and respond faster to violations.

Did you know? AI is being used to track sea lice, detect fish with injuries, and reduce overfeeding in aquaculture.

These technologies don’t just reduce environmental harm—they also improve operational efficiency.

More precise tracking means less fuel burned, less wasted effort, and more sustainable margins for producers.

When combined with better data sharing, predictive modeling, and blockchain for traceability, tech-enabled seafood becomes not just better for the planet—but better for business.

“AI can process things the human eye can’t,” McReynolds says. “It’s changing the game.”

Who to trust: Leading seafood retailers

Not all seafood counters are created equal. Where you shop can be just as important as what you buy.

Some retailers have made sustainability a core part of their sourcing strategy—vetting suppliers, auditing traceability, and prioritizing eco-labels so that you don’t have to decode everything yourself.

Costco, Walmart, Whole Foods, and Sainsbury’s have made significant investments in sustainable seafood.

These companies work with third-party certifiers like the Marine Stewardship Council (MSC), Aquaculture Stewardship Council (ASC), and Best Aquaculture Practices (BAP) to ensure their seafood meets rigorous environmental and ethical standards.

Behind the scenes, trusted retailers are asking tough questions on your behalf:

• Where and how was this fish caught or farmed?
• What’s the feed made of?
• Are workers in the supply chain treated fairly?
• Is the product traceable to its origin?

Don’t overlook store brands. Kirkland Signature at Costco, for instance, is often certified and traceable, thanks to the company’s strict supplier standards. Walmart has committed to sourcing 100% of its fresh and frozen seafood from sustainable sources, adapting its strategy across global markets to meet local challenges.

In short: when you choose a retailer that takes sustainability seriously, you’re casting a vote for better oceans—every time you shop.