Original subtitles

Okay.

Basically, the fish are lined up in order of species.

Ah, you have Northern bluefins at the front here,

Southern bluefins behind.

And then you'll have big-eyed tuna.

And in the very back,

you'll have, uh, yellowfin on occasion.

Fish are from all over, both Japan and the rest of the world.

Uh, we have some Italian product over on the other side there.

We have, some, uh,

domestically-caught Northern bluefin.

Uh, they're all numbered for auction,

so they'll run from one all the way through down

and auction every single fish off.

They generally arrange the better fish first,

so the better fish are higher up in numbers

than the lower-grade fish.

So they do some grading, and they do some sorting.

And these are all wholesalers.

They're intermediate wholesalers.

They have a license to buy on the auction here.

Uh, essentially they've come in.

They've got orders to fill.

And they're, uh...

They're looking at the fish for both its confirmation.

They're looking at the fat content,

and they're looking at the color.

And, then they'll think about what the customer requires,

what they're likely to pay, uh, and then bid accordingly.

You might want to film this.

He's just taking a piece out of the tail.

Well, he's gonna feel the oil content in his hands.

He'll warm up the meat sample,

and that'll bring on color change,

and use his light to examine it.

The thing is that the rest of the world

is starting to appreciate what the Japanese appreciate,

and they're getting a... they're developing a taste for it.

♪

What started my interest in these animals,

first of all, was their physiology.

It's all built for speed.

The natural form of the tuna

is the most hydrodynamic form known to man.

They're sprinters,

but they're also marathon runners.

They're a combination.

They migrate for thousands of miles.

They also can swim at very, very fast speeds.

We used to call the bluefin tuna

the Porsche of the oceans, because it's as fast a Porsche.

They're as big as a Porsche.

They get up to 1,500 pounds.

And it's as expensive as a Porsche,

because one fish goes for more than $100,000 US.

There are at least three different kinds

of bluefin tuna globally.

There's the Pacific bluefin, the Southern bluefin,

and the Atlantic bluefin.

And they're quite distinct, quite distinct populations.

They breed in different places.

The fish are a different size.

We've learned that tuna,

such as the Southern bluefin tuna,

go from the South Australia Bight

all the way over to South Africa and back as youngsters.

And then later in life, they go up

the coast of Western Australia to Java, where they spawn.

In the case of the Northern bluefin tuna,

they'll cross the entire Pacific from Japan to Mexico,

live off the California coast and Mexican coast

for three to four years,

and then they'll go back to their spawning grounds.

So their life is one of wandering the world's oceans,

growing by feeding every day, and taking many years

to get to be what we call a giant bluefin tuna.

They actually have slots,

where their fins will slot in,

as you can see in the grooves there.

And it's perfectly smooth.

The dorsal fin has a slot here, and it comes straight out,

so they can make themselves completely streamlined.

They have the dark skin on the top,

so when fish are looking down on them,

it's dark, like the dark of ocean,

so it masks them from, uh, predators and prey.

And then they have a light skin here,

so when fish are looking up,

the sun's coming down, it's not easy to see.

They're at the top of the evolutionary tree, really.

They're right up there with other supreme species of fish.

♪ Silver fin in the sky

♪ Take me high

♪ Take me high

♪ Silver fin in the sky

♪ Take me high, take me high

♪ Silver fin in the sky

♪ Take me high, take me high ♪

In the beginning,

many experimental shipments were made

to discover and eliminate the inherent problems involved

in shipping fresh tuna, an item never before transported

halfway around the world by air.

Three years of constant testing

were necessary to evolve a cooling panel system container

that was not only light enough,

but would keep tuna in a fresh condition at

a perfect 32 degrees Fahrenheit for a period of 40 hours.

In the early '90s, the global, uh, sushi economy,

as such, wasn't as large as it is now.

With China coming on, and Russia coming on...

And even in India.

I've just come back from India, and they... you can get sushi

in sushi restaurants in India now in the top hotels.

And, well, who would've thought that a few years ago?

It's just like a few years ago, you could find

a Chinese restaurant in any country in the world,

and now you're starting to find

sushi restaurants in any country in the world.

I woke up one morning,

and I was living with my girlfriend.

And she said, "Look, if you don't get a job,

you can't live anymore and we're breaking up."

And so out of a panic, I took the bus, went downtown.

Walked around downtown, put in about 20 to 30 apps...

Applications.

And the only place that called me back

was Kyoto Japanese Restaurant.

I had sushi once before.

I thought it was disgusting.

It was literally

just about getting that job as a dishwasher.

I'd never had any food like that before.

Grew up in middle of America, white people food.

And so I really started falling in love with the cuisine,

and then started hanging out with the staff, the chefs.

The sushi chefs, specifically.

Once I saw them making it,

I was passionate about wanting to do that.

To them, having someone from here who's not Japanese,

being in the forefront, representing them

and the restaurant, wasn't even an option,

'cause I was Anglo, 'cause I was white.

This was a guy who used to watch

Iron Chef Japan on VHS when he started out

as a dishwasher at a Japanese restaurant.

And now he is battling

his favorite chef from that show.

Dare to dream.

A lot of it was self-taught.

They didn't teach me a lot at that point.

A few pointers here and there,

but I was trying to teach myself how to make rolls.

And whenever there'd be downtime,

I would go out to the front

and just kind of play around out there

and make sushi rolls in the front.

Kind of stars in my eyes,

wish I could be out there kind of thing.

Gonna toss this with a little bit of the watermelon

on the side.

I've kind of defined Uchi food as my food.

And my food stays true to the Japanese aesthetic,

but not traditional Japanese.

So applying new techniques, new ingredients, new styles,

and making sense of them and how they go together.

You see, the Texas roll is very requested.

Okay, thank you.

All right, thanks.

Bye bye.

Dragons, fight!

Victory tonight!

The coaches have asked me,

"What do you think you're doing?

This is Texas football."

And I'm like, "I'm serving sushi."

And they're going, "What?"

Sushi is, I think, an up-and-coming food item

for your high school kids, your college kids.

This is a healthy choice.

Sushi!

♪

I love sushi.

And this was part of the motivation

to make it portable.

Uh, I realized that I was eating more and more of it.

But, you know, when you eat sushi,

you're tied to a table.

You're tied to your chopsticks.

It's not something that's easy to walk around and eat.

Just looking at the shape of sushi rolls,

well, it starts off as a cylindrical object,

and then you slice it into pieces.

Well, why not just keep it as a cylindrical object?

And maybe there's a way that you can put it in a container

and it would be dispensed out in some way.

And the push-up device seemed like a good way to go.

And we decided we'll put the soy sauce in the handle.

We can now bring it to places

where it wasn't that convenient to go before.

Airlines have expressed interest,

and we're running tests for them.

Amusement parks, cruise lines.

Kids are going crazy about our product,

because we are really just igniting the excitement

that's already there.

The Sushi Popper roll

is a very fun way to eat sushi.

We're passionate about portable sushi,

and we really want to respond to the demand

that we've seen globally.

Welcome to Matsuko,

one of the most popular sushi restaurants in Beijing.

Historically, most Chinese don't really like raw fish.

But with incomes rising, palates are becoming more sophisticated.

This is Chef Tom.

He's Chinese, but was trained in Japan.

And right now, he's slicing bluefin tuna,

which is flown in every other day.

By some estimates, there will be 50 million new sushi eaters

in China in coming years.

But the growing market comes with a catch.

There's concern China's appetite for sushi alone

could wipe out the bluefin tuna population.

The supply is falling internationally

and demand is growing.

It's just gonna get worse and worse.

Most of us in the industry

are quite surprised at how fast and how rapid sushi

has become a very popular dish around the world.

The love of sushi and sashimi,

the raw fish market,

is driving a global effort to get tuna.

It's one of the most lucrative animals on Earth.

What we have to do as nations is begin to understand that

the effect of removing bluefin from the sea

is that that species won't be here for future generations.

♪

The bluefin tuna is an apex predator.

It exists at the top of the food chain of its ecosystem.

Large bluefin tuna, a mature bluefin tuna,

nothing in the ocean can touch it.

Nothing.

An animal like that provides

an irreplaceable ecosystem benefit.

We need top predators in the ocean

because they eat smaller animals.

And that's how things work.

So you take the top predators out of the trophic system,

then all of a sudden, the sub-predators explode

in numbers, because there's nothing to eat them.

And so now they are in such enormous numbers

that whatever was below them,

what they fed on is being devastated.

So you lose the top predator, and then you lose the third,

because the second eats the third.

And then when the third is gone, the second disappears,

'cause it has nothing to eat,

and you're left with jellyfish and urchins.

That cannot be allowed to happen.

And the bluefin tuna provides that service

to the Mediterranean, to the Atlantic,

to the Gulf of Mexico, to Cape Cod.

We can't afford to lose it.

There is no species that has fared worse

at the hands of humans than the Atlantic bluefin tuna.

The populations have been reduced by 60% to 80%

of their historic abundance since the 1950s.

So in the last 30 or 40 years, this species has been taken down

to less than 20% to 30% of what it was before.

What we have to understand is that

it's our generation of life on Earth that's taking

the bluefin tuna out of all three oceanic environments

at a level that, in some cases, exceeds sustainability.

I grew up in a little town

in Washington State, on the beach.

When I was little, I used to be able to go down to that beach

in the summertime and dig for clams, and mussels,

and little shrimp and stuff,

and take the clams back and eat them.

As I got older, that beach started to die

because of pollution in Puget Sound,

and overuse and runoff.

Now it's to the point where I would never touch anything

that came out of that beach.

It's filthy.

And it really made a huge impact on me.

This is a sushi restaurant that only serves

what we consider to be sustainable seafood.

That means most and many of the items that you might see

at an average sushi restaurant you're not gonna find here.

You're not gonna find farmed salmon.

You're not gonna find bluefin tuna.

You're not gonna find a lot of different kinds

of farmed shrimp or... or hamachi from Japan.

You're not gonna find eel.

All of these things have really major environmental consequences

associated with their production or their harvest.

And, uh, we don't want anything like that coming in here.

I want to have a atmosphere where our customers

can come in and they can have a guilt-free sushi experience.

They can still see, wow, you can maintain the beauty

and the quality of the art of sushi and the cuisine

without compromising the health of the oceans.

That's really our mission.

So, basic fish that we've replaced

is salmon, tuna, and unagi.

So we don't do the unagi,

so we do something called fauxnagi.

This is a black cod that we get from British Columbia.

We sear it the same way.

We put the sesame seeds and the sauce on top as well.

And then we only do wild salmon.

So when we can't get the wild salmon,

instead of doing farmed salmon, we do the Arctic char.

That's the iwana.

This is a closed farm fish,

so there's no impact to the surrounding environment.

And that's from the Pacific Northwest.

We don't do bluefin tuna.

We have the handline yellowfin tuna.

Okay?

Our overall goal is to change the entire sushi industry.

We're not out to be a niche restaurant.

We're out to be a vanguard restaurant.

We want to demonstrate to the rest of the restauranteurs

here in the United States that are out there making sushi,

hey, you can do this sustainably and you can make it profitable.

Yeah, we're doing it in San Francisco first,

but that's not the end of the story for us.

I've always thought sustainability

is a pretty simple concept.

Uh, it essentially means to use, but not use up,

to leave some for the future.

Well, with seafood,

if you're not aware of the seasons,

you're not aware of the behavior and the dynamics

of the fish you're enjoying, there's no way

you're gonna be able to be sustainable

in how you're harvesting from a farm

or how you're capturing from the ocean.

You look at something like salmon.

Salmon's a perfect example.

Salmon's a seasonal fish.

It runs in and out.

It spawns in a river and dies.

The eggs hatch in the river.

But now we've got farms that are producing salmon year round,

all year, every year.

That's not a normal cycle, but we developed a taste

to be able to have salmon any time we want.

It's gonna be very difficult to break down

that consumer preference.

Maybe there is a way to farm salmon sustainably.

Maybe there is.

But the way that's being done right now is not sustainable.

To have a sustainable fish, when you think about it,

should theoretically cost less,

because you're not dealing with resource scarcity.

You're not dealing with the overexploitation of a fish

that's gonna drive it into this rare category

that's gonna make the price skyrocket.

Look at bluefin tuna, all right?

Many of the species like bluefin tuna

that are preferred by sushi lovers, sushi markets,

are internationally protected because they migrate.

Those species are regulated by international bodies.

In the case of the bluefin tuna in the Atlantic,

it's the Atlantic Tunas Commission, or ICCAT,

that has authority over the management of that species.

Yeah, ICCAT stands for, um, the International Commission

for the Conservation of Atlantic Tunas.

But recently it's been, uh, said to stand

for the International Conspiracy to Catch All Tunas

because of their ineffectiveness.

Basically, compliance was their biggest challenge.

Unfortunately, it requires a great deal of collaboration

amongst those nations to manage the stocks.

And the history that they've got of, uh,

wars over the years,

over the centuries, I should say, um...

Yeah, it's very hard to get them to agree on anything.

We are never going to be able

to save the bluefin tuna when it's such a low priority.

Governments have failed.

They've failed repeatedly.

The fish is just too valuable for its own good.

Well, if we can't protect the, you know, the men, women

and children from slaughter in Rwanda, how are we going to,

you know, protect tunas from slaughter in the ocean?

We knew the Albatun Tres

at 115 meters long was huge.

But to see her up close was something else.

This ship can take 3,000 tons of tuna in a single trip,

which is nearly double the catch of some Pacific island countries

in a whole year.

Tuna stocks in this fragile region are declining,

and there simply isn't enough fish in the sea

to keep filling the holds of these large vessels.

It's going to take direct action

to get people's attention.

It's going to be up to sushi lovers

like us to make sure

that there's a future for bluefin tuna in the oceans.

It's gonna be up to groups like Greenpeace and others

to take action that will make the headlines

to keep this issue in the forefront of people's minds,

to force governments to do justice by bluefin tuna.

Aquaculture done right, bluefin tuna farmed right,

could play a major role in the future of the species

for the sushi market.

We have to make sure that bluefin tuna has a future

both in the ocean and in the fish farm.

I came to Australia in 1961.

It was the start of the tuna industry.

We literally caught thousands and thousands

and thousands of tons.

In the Australian industry,

it's a ranch product.

So the original fish are wild, and we just value add.

We can catch fish from the ages of, say, two to five years.

They spend only three to six months in the cage.

So they're very much a value-added wild product.

So, that's... that's just rule of thumb, just rough.

It's been caught in the Great Australian Bight.

It's been fed mackerel from California, herring from Europe.

It's been fed hand-grated pike from Taiwan.

So for every 1 pound of tuna, we think that

at least 15 pounds of other fish have to be consumed

by that bluefin in order to yield 1 pound of tuna.

That's a net loss to the ocean if you have to feed

15 pounds of sardines to get 1 pound of tuna.

We ought to be eating the sardines, not the tuna.

♪

For about eight to ten years,

there's been a lot of research in the Australian industry

to basically produce a pellet that we can feed to fish.

And of course, you have the fish protein, the fish oil

replacement research that's going on as well,

so that we could use pine oils and proteins in a pellet

to make it more sustainable.

Put that one inside of the box here.

And that one on the outside.

The fish we catch here are packed onshore in Port Lincoln,

then shipped eight hours by truck to the Adelaide Airport.

From there, they're sent on to places such as Singapore,

and then onwards to Tokyo.

At Tokyo, they're sold at the auctions.

And the fish we raise here end up in sushi restaurants

in Japan, America, Europe, and other parts of the world.

I know that here, my father-in-law

did some information on tracking product

and fresh product as far as...

And this?

This is for what?

- Uh, essentially, it's called... It's called ikejime.

Ikejime?

In Japanese.

Oh yeah, I know what ikijime.

So you do all the tuna ikijime?

You have to.

Basically it eases its way into rigor mortis

and then eases its way out.

Rigor mortis is not as severe as...

You end up with a firmer texture flesh for longer.

How many days out of the water?

This? Oh, I've got to think about it.

Australian time. Um...

Like, from... from...

From harvest to where we are right now?

Four days?

My judgement, I'd say three or four days.

Yeah, four days.

And that's about the best time

to actually eat the fish,

I think. - Yeah, exactly.

You've got, uh...

If it's too fresh, it still has the metallic, iron-y flavor.

Yeah.

The flesh hasn't totally relaxed yet.

And it hasn't brought on all of the integral, you know,

taste that it could have.

Yeah.

Yeah, no, it's exactly right.

Tyson's obviously respected both by Japanese peers here

and, uh, within, you know, within the food industry

within the United States.

It allows us, through Tyson, to communicate to the consumer

about our product and why it's important to the consumer,

make sure to ask questions about where it's come from,

whether it's being fished responsibly,

that are sustainable, whether it's organic...

All those sorts of things we want to get through

to the consumer, but through a respected voice.

What I love about what you're doing

is that you're differentiating the species.

You're differentiating that it's coming

from the Australian industry, which is sustainable.

Yes.

And it's getting to the...

Like a Japanese restaurant, where the chef is talking

with the customer and educating them about the product,

because that's what they do in Japan.

It's a conversation between the chef and the consumer.

Americans are basically on a beginning level

when it comes down to understanding sushi, sashimi.

It's grown so rapidly, and it's at a large scale

in a relatively short period of time.

Uh, Tyson's taking it to the next level.

He's educating consumers on sushi and cuisine,

but he's also evolving it, which is also pretty exciting.

Yeah, what I'm trying to do with Southern bluefin tuna

is get it into Japan and get the consumers to have a choice.

And they can basically determine the ethics of business

in that sense so that they can, uh, reward an industry that is,

uh, looking to produce a sustainable tuna.

When we're talking about Southern bluefin,

you're talking about wild caught,

or a ranch product, or farmed product?

I'm talking about the wild-caught product

that is then put into cages, so it is a ranch product.

It's not a farm.

There's no sort of thing as a farmed... a farmed tuna.

And you think that's a sustainable product?

In the Australian Industry, what we do is

we have a quota of about 5,000 tons each yield.

We go out and we catch that in nets.

We tow those tuna in and we transfer them into cages.

And we use underwater video cameras to film

every individual fish that comes into the fishery.

And I would agrue, that it's probably the most sustainable

and most monitored tuna fishery in the world.

But we're still using a relative determination there,

right?

The most sustainable bluefin tuna population

in... or fishery.

When you look

at the other bluefin tuna fisheries in the world,

and you just see a lot of things that have gone wrong.

Yeah, absolutely.

And when you talk about,

like, Atlantic and Mediterranean bluefin,

and you talk about the problems that we've had with ICCAT...

I think I'm very concerned about tuna,

and what's going to happen

when, basically, the Chinese taste for sushi expands.

Okay.

I... I think that's totally understandable,

because you saw it here, you know?

The explosion of the sushi market

in the United States

over the last 15 years has just been unparalleled.

Yeah.

I see your system and your theory.

I see it working in a lot of ways.

I do, because I've seen it in other species

and other fish here in this restaurant.

But why is it better to work and to offer the consumer

a slightly better or significantly better

bluefin option rather than to say don't eat bluefin?

Because when the Chinese get a taste for it,

bluefin will go.

What would it take to educate

the Chinese consumer...

I guess I know what it doesn't take,

and that's the current...

The current strategy of a blanket approach.

Uh, and I know that's not going to work.

The blanket approach by the conservation societies

are saying that all bluefin are bad,

and the equivalent of that is...

Uh-huh, which is mostly been done, basically.

Or you can... yeah, that's what's being done.

It's saying all bluefin are bad

because we're dealing witor three, really. s...

You're dealing with populations,

the fact that populations are crashing all over.

The bluefin is being overfished.

I disagree.

It's another way where we disagree.

- That's... that's... that's fair. - Southern bluefin tuna...

But that's one of the arguments that's being made.

Southern bluefin tuna populations,

I would argue, are going the other way.

I think it's unfair

to blame the environmental movement...

I'm not blaming the environmental movement.

I'm just saying that history may reflect poorly...

- The demand in the industry. - Right.

The problem is coming from the demand in the industry,

not from the environmental movement.

And as I say, 99.9% of the people

involved in the industry want it to be sustainable.

All of them, actually, I should say.

But the people that are involved are just earning a living

to provide for their families.

And this machine is geared to unsustainably fish tuna.

Absolutely.

It is geared to unsustainably fish tuna.

Now, we need some economic, uh...

But it's not fair to levy the blame on the people

that are saying don't buy bluefin.

I'm not leveling the blame, but I'm just saying...

But that's what it sounds like.

Well, okay, let me put it this way.

I'm just saying...

History may reflect poorly on the decisions

that you've made to this blanket approach.

It may, but it also may reflect poorly on the decisions

that people have made to fish the hell out of the bluefin.

And where will we end up with tuna?

Then we end up with no tuna.

- Right. - No more bluefin.

But that's what we're trying to stop.

Seaweed.

The seaweed, the black radishes.

The red radish.

Tofu, ginger powder.

Hi, Lisa.

If anybody tries to sell our tuna

that is actually not our tuna,

the inspector can go in, have a look, take a sample.

Uh, they can call us up and we can do a DNA check

to make sure that what they're selling is actually...

What they're saying it is is actually what it is.

How much illegal fishing is going on, about?

That's a good question.

So you guys have to turn around

and be DNA testing fish.

ICCAT, which is the group that manages the Atlantic tunas

and the Mediterranean bluefin,

have been saying that there's been a lot of illegal fishing.

80% of their records, I believe, have missing data,

and they can't tell whether it's actually legally caught

or illegally caught.

This allows us to trace it right from the point of capture

to the point of consumption, and verify it all the way

through the supply chain, which is really, really important.

What would be if it would be possible

to close the lifecycle or spawn tuna in captivity?

The plan in itself was preposterous.

When I was actually an illegal immigrant,

I jumped a ship here.

They locked me up, and I had to wash police cars,

and I cleaned the yards, and this and that.

And it was only a small amount of people,

and not many people here.

I'm talking '60s, now.

And, uh, never left.

And I met my wife and never left.

And brightest move I've ever made in my life.

♪

Hagen Stehr has had a visionary idea

to build this remarkable facility.

There's nothing like it anywhere on Earth.

People really thought we were mad.

I mean, it would not work, it would not work.

They said, "Why the hell do you want to do that?"

By spawning the bluefin tuna

in an on-land facility,

they can control the environment the tuna's in.

They could take the eggs, hatch them,

and raise the larvae through their lifecycle.

I backed it with my own money,

and we took over a little hatchery

about 100 kilometers north of Port Lincoln.

We got the best scientists from around the world,

which I thought were the best scientists.

In a military-style operation,

we picked the fish up from the sea

and put them into the hatchery, into an opening

in the hatchery on the top, in the roof, huh?

That was the first time the transfer of tuna

from the sea onto shore.

And that's when it all started.

We manipulate the fish using natural cues,

which we've taken from the wild.

We regulate the currents.

We regulate the temperature.

And then we regulate the light.

So we have got the stars.

We have got the moon.

We have got the water current.

And the big thing is

the fish never leave the tank.

Every time, we monitor all the oxygen,

all the water quality, all those kind of things.

We know the cues that basically cause courtship

and things like that, and that gives us

an understanding of what we're doing with those cues.

And in the end, end up with the eggs.

From 20 fish, we can produce,

you know, in one night, millions of eggs.

Over the next six or seven years,

the tuna you will eat in sushi shops

and eat as sashimi will be all propagated tuna.

There's just no other way around it.

I'm a tuna fisherman.

I've been tuna fishing all my life

since I came to this country, yeah?

I know that that is the future,

and that's what we have to concentrate on.

Oh, thanks, mate.

Thanks, mate.

Okay, mate.

Give me a ring maybe a little later on, huh?

Aw, shit!

Jeez. So it's...

Fucking hell.

Yeah, no.

It's a bloody good day.

You know, it's huge

for the whole industry, for the whole world.

Aquaculture for me is not just about producing fish.

It's about the sustainability as well.

Um, I used to commercially fish in the old days,

and rape, pillage, and plunder.

But this is,

this is definitely the wave of the future for us.

90% of the large fish of the oceans...

The bluefin tuna, the swordfish, the sharks...

Are gone.

We've caught them all.

Uh, and that fundamentally changes ocean ecosystems.

Uh, we need to bring those species back.

There's still a few of 'em around.

But if we don't watch what we're doing in the oceans,

if we don't start taking fewer,

we're gonna run out of wild-caught seafood,

scientists tell us, as early as 2048.

We're gonna end up eating differently in sushi.

The question is, do we do it now,

allow these stocks to come back,

and preserve them for the future,

or do we just wipe them out?

You have to ask yourself,

what can an individual sushi lover

do to help the bluefin tuna when governments themselves

have failed in their responsibilities

to conserve the species?

I think this is a case where consumers

can actually do more than governments.

That's why we invented the Seafood Watch Program

here at the Monterey Bay Aquarium,

to enlist the help of seafood lovers around the world

to provide commercial incentives for better fishery management,

better care for our oceans.

Our Seafood Watch Guide was designed to help sushi lovers

make better choices and contribute to the conservation

of fisheries like the bluefin tuna

around the world.

There's a red list, species to avoid.

But there's also a yellow and green list.

So if you love seafood, order from the green list.

But any restaurant that's out there serving seafood

is going to have something that is on that green list,

and that's the item that we really encourage people

to try, especially if it's your first time.

Give it a try and see if you enjoy that

as one of your new favorite sustainable seafood items.

What we need to be is knowledgeable

about what we're consuming from the sea.

The idea that we have a bounty-less ocean

that's got endless sources of protein

for all of the people on Earth is a myth.

We can do anything if we put our minds to it.

I have absolute total confidence

in the ability of the human race.

And, um, in a lot of ways, we're on the wrong track

right now when it comes to this stuff.

But we're gonna figure it out.

I think that the world's love of sushi

will continue to grow.

China, India, and other emerging markets

are just beginning to eat sushi.

Huge markets for sure.

People may have to adjust to farmed fish

if they want to continue eating certain species.

Perhaps consumers will have the ability to do

what governments can't,

eat sustainably-caught fish, and promote those companies

and fishermen that offer such alternatives.

The choice is ultimately ours as individuals.

♪ Scrambling for the exit

♪ The world is awaiting

♪ The world is awaiting

♪ Loud green lightning

♪ Frightening phantoms

♪ runners

♪ Kill themselves

♪ The sea is sleepwalking

♪ Talking in a stupor

♪ While confuse

♪ Rust away on shelves

♪ The world is awaiting

♪ The world is awaiting

♪ Ooh, oooh, ooh, ooh