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WWF South African Sustainable Seafood Initiative (SASSI): Case Study on Communicating Food Sustainability Information to Consumers

  • Published on April 22, 2022

This case study presents WWF South African Sustainable Seafood Initiative (SASSI)’s approaches, challenges and successes on communicating food sustainability information to consumers.It is one of a series of twelve case studies developed by UNEP, WWF and GlobeScan which include efforts by companies and labels to communicate food sustainability to consumers. The case study could be downloaded at the bottom of this page.


In 2004, the Worldwide Fund for Nature (WWF) and its partner, the South African National Biodiversity Institute, established the South African Sustainable Seafood Initiative (SASSI) to inform and educate South African seafood consumers and restaurateurs to make informed seafood choices in an effort to shift the seafood market to become more sustainable. In 2010, SASSI expanded its programme to include the middle actors in the seafood supply chain, i.e. retailers, suppliers and traders to ensure a significant shift in the behaviour of the South African seafood sector towards more sustainable production practices.

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