In 2010, Target announced that they would phase out all farmed salmon products in an effort to market more sustainable options for consumers. In their words, “Increasing the demand for seafood from ocean-friendly sources, like this Monterey Bay Aquarium ‘Best Choice,’ charts us on a course not only to protect our oceans, but to improve fishing and fish-farming practices around the world.” Target’s decision to offer only “natural” catches is in line with the industry trend of regulating fishing practices for the sake of the environment. But with an ever increasing population of consumers looking to eat seafood, will the current eco-friendly fishing models be prolific enough to provide food for the masses? Furthermore, with the focus on wild seafood being the “good” model, does it harm the new markets of new fishery companies such as SweetSpring that have claimed to create more sustainable models for fish farming? It will be important in the coming years for society to get a holistic view of the fishing industry in order to make informed decision on what products to support in stores.