Mission

To drive national supply and demand for environmentally sustainable and socially responsible seafood.

Vision

Mexico’s fisheries are sustainably managed for the benefit of everyone involved in the value chain.

Our story

SmartFish NGO was born from a clear vision: to transform how fishing is perceived and practiced in Mexico.

It all started with a fundamental question: How can we ensure that responsible fishing communities thrive without compromising the natural resources that sustain them?

The answers were suggested by fishers and experts committed to change. Drawing from their knowledge and experience, we developed key initiatives and tools to promote the sustainable use of fisheries at every link in the value chain.

    • 2010: Pilot project with the sandbass fishery in Puerto López Mateos, Baja California Sur, improving product quality and reducing bycatch.

    • 2011: Launch of PROMAR Sustentable, an initiative to strengthen the business capacities of local fishers.

    • 2012: Expansion of sandbass pilot to Punta Abreojos, Baja California Sur.

    • 2013: SmartFish NGO is legally established, launching its yellowtail amberjack project on Isla Natividad, focusing on sustainable and socially responsible markets.

    • 2014: Recognized as a semifinalist in Fish 2.0, gaining international visibility. Partnerships with renowned chefs promote high-quality products.

    • 2015: Founders create HealthyFish, a sustainable seafood marketing company, connecting cooperatives with responsible buyers.

    • 2016: Yellowtail enters Walmart and high-end restaurants. Traceability trials begin with Trace Register.

    • 2017: Collaboration with Norpack to adapt Insite Solutions traceability system and strengthen supply chain transparency.

    • 2018: Launch of the Business Engagement Program, modeled on the Conservation Alliance for Seafood Solutions’ Common Vision, to help companies develop responsible seafood sourcing policies.

    • 2019: Collaboration with Plenumsoft Marina to develop the Nadir traceability system, ensuring a transparent supply chain aligned with national regulations. The Solidarity Intermediary Program begins to foster social and environmental responsibility among seafood intermediaries.

    • 2020: The Chedraui Supermarket Group adopts sustainable seafood purchasing policies, marking a milestone. SmartFish wins the prestigious MIT Solve Challenge and is a finalist for the St. Andrews Prize for the Environment.

    • 2021: Launch of triple-impact Fishery Improvement Projects (FIPs) and implementation of the Value Rescue Model in El Rosario, Baja California.

    • During this period, the organization expanded the scope of its Fishery Improvement Projects and consolidated the Value Rescue Model, strengthening strategic alliances to promote the sustainability of fishery resources in Mexico.

    • 2023: SmartFish AC celebrates its 10th anniversary, highlighting a decade of impact in small-scale fisheries.

    • 2024: Preparing new strategies to scale the Value Rescue and Business Engagement Programs, positioning SmartFish as a leader in creating markets for sustainable seafood.

Theory of Change

We are driven by the conviction that the power of the market can create meaningful change in favor of sustainable fishing.

On one hand, we believe that the necessary changes in small-scale fishing practices can be sustained in the medium and long term if there is a short-term incentive to drive transformation on the water.

In this logic, fishers need to perceive a tangible reward that compensates them for the additional costs and effort involved in transitioning from current practices to sustainable fishing. This is especially important as fishers bear the greatest burden of these changes while often receiving the least economic benefit among all actors in the seafood value chain. Using more selective fishing gear and reducing spoilage positively impacts fishery resources and marine habitats.

On the other hand, we understand that the adoption of responsible purchasing policies by intermediaries and large-scale seafood distributors can significantly influence how fish and seafood are sold and consumed in Mexico.

We are guided by fundamental values that inspire every action and decision. These principles ensure that our work promotes sustainability, social responsibility, and a positive impact on the fishing communities we collaborate with.

Values

INNOVATION

We transform creative ideas
into valuable solutions for our partners.

COLLABORATION

We work with diverse
groups to strengthen
sustainable fishing.

SUSTAINABILITY

We integrate economic,
social, and environmental
aspects into our efforts.

COMMITMENT

We act in an informed manner
to achieve our goals.

Our Work

We strive to transform fishing in Mexico by promoting sustainable practices that benefit responsible fishing communities, sustainable seafood distributors, and marine ecosystems.

We drive sustainable fishing practices and certifications to help small-scale fishers demonstrate the value of their products in responsible markets.

We provide guidance to small-scale fishers to produce high-quality, sustainable seafood with traceability and certifications that grant access to preferential markets.

We support the trade of small-scale fisheries products in markets that value and reward their environmental and social attributes.

We encourage the integration of sustainability, social responsibility, and traceability into the operations of intermediaries.

We engage with retailers and restaurant chains in developing sustainable seafood purchasing policies, offering responsible options to consumers.

Sustainable Development Goals

We contribute to achieving the United Nations Sustainable Development Goals (SDGs) through our actions to promote responsible fishing and generate social, environmental, and economic impact in fishing communities.

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