Abstract: Environmental concerns about the scarcity of marine
resources are critical driving forces for firms aiming to prepare their
supply chains for sustainability. Building on previous work, this
paper highlights the implementation of good practices geared towards
sustainable operations in the seafood department, which were
pursued in an exploratory retailer case. Outcomes of the adopted
environmentally and socially acceptable fish retailing strategies,
ranged from traceability, to self-certification and eco-labelling. The
consequences for business were, as follows: stronger collaboration
and trust across the chain of custody, improvement of sponsors’
image and of consumers’ loyalty and, progress in the Greenpeace
retailers’ evaluation ranking.