Nonprofit FishChoice makes it easy for supermarkets, restaurants and distributers to source sustainably harvested fish.
Seafood is sold as a completely different fish as much as 70% of the time, endangering the oceans and the people who eat the fish.
Targets will sell only sustainably sourced seafood by 2015.
You order a certain kind of fish in a restaurant and get served another because of mislabeling and fraud.
Safeway will not sell endangered species and is advocating for marine protected areas to help fisheries recover.