Social media, traceability tools, and emerging online marketplaces are also creating new avenues through which seafood can be
bought and sold. These efforts aim to connect fishers and seafood
dealers to new buyers. Ecotrust, for example, has initiated ThisFish
so that consumers can trace fish from fishers to plate. Other groups,
such as Open Ocean Trading, are now utilizing forward contracts
between fishers and end buyers to create more secure exchange
channels. And many CSFs utilize social media to communicate with
current and potential customers, and have expanded shares to
include online orders