Fortune Fish Sustainability Initiative
“ Making the right choices for more choices” We are excited to announce the Fortune Fish Sustainability Initiative. Because it is our goal to be a leader in the seafood industry, we find it our responsibility to provide, promote and market environmentally friendly wild fisheries and aquaculture. In our signature initiative, we will bring the leaders from the seafood, conservation, research, educational, restaurant, hotel, private club and retail food service industries together to promote ocean friendly seafood. Through this initiative we will increase awareness of sustainable seafood to the public and affect the long term health of the ocean environment and its wonderful supply of resources.

Fortune Fish Company will feature a sustainable seafood choice every 2 months through its website, market report and sales associates. For every pound of fish ordered, Fortune will donate a portion of its profits to partner organizations that are committed to the future health and supply of our seafood resources. We will also reward the customer that purchases the most sustainable seafood for the year with the “Fortune Fish Sustainability Award” that will be given at our annual Gourmet Food Expo.

As a participant, all we ask is that you order sustainable seafood. We will track your purchases and post the running totals on our website. We will provide marketing materials and wait staff and/or in-store training on the sustainable products we are featuring. A Fortune Fish Sustainability logo will also be provided that you may use on your menus or daily specials card.

As an initial show of commitment to sustainability, Fortune Fish Company will donate one dollar for every person who attends the 2007 Fortune Fish Gourmet Food Expo to the John G. Shedd Aquarium. The kickoff months for the Sustainability Initiative will be May and June. In the initial period, we will feature Australis Barramundi and donate 50 cents per pound to the Seafood Choices Alliance.

We look forward to working on this important initiative with you and strengthening our commitment to the future of wild seafood and aquaculture. If there is an additional sustainability/conservation cause you would like us to partner with, please let us know. If you have any questions, please contact Mark Palicki, Vice President of Marketing, at (630) 860-7100.