COMEPESCA, a multi-stakeholder group comprised of predominantly industry members, is dedicated to promoting the consumption of Mexican seafood products. They have designed and implemented #PescaConFuturo (or “fishing with a future”), a first of its kind campaign to promote the consumption of sustainable Mexican seafood and build the voice of responsible seafood producers and distributors. An expert advisory committee was formed to set the sustainability guidelines of the campaign. The committee looked to groups such as CASS in order to build upon lessons learned and tools created in other areas of the world and adapt global best practices to the Mexican context. Once the guidelines of the campaign were adopted, COMEPESCA worked with top design and communication agencies to undertake a forward-facing campaign targeting top-chefs, high-end restaurants and culinary opinion leaders.