In Australia, there’s been a marked shift in the seafood industry. Now, it’s absolutely clear to the supply chain and the retailers that consumers want to know more about what they’re buying. They might not always choose certified goods at the counter, but they want to know whether their products are sourced responsibly, where they come from – and that someone’s taking care of these things. That’s not just true of fish: a great deal of progress has been made in free range chicken eggs, pigs, and so on. For Australia’s food sector, sustainability has become part of doing business.