This is Seafood Ninja’s first impact report, capturing our journey from 2023–2024 and highlighting the progress, partnerships, and lessons that shaped our work. It reflects not only what we have achieved but also how we are building the foundation for the future. Through this report, we aim to share our contribution, celebrate collaboration, and outline the steps we are taking to grow, adapt, and continue supporting our clients in an evolving sustainability and corporate responsibility landscape.
Table of Contents
Our Journey Since 2023
Since 2023, Seafood Ninja—a team of two led by founder Adriana Sánchez, the original “Seafood Ninja”—has quietly yet relentlessly scaled its presence across the global seafood sector.
What began as a year of transition quickly became one of transformation. After leaving my role as Iberostar’s Responsible Seafood Strategy Director in early 2023, I wanted to expand my impact beyond a single company. My goal was to work with a wider range of partners—importers, exporters, NGOs, and supply chain actors—supporting them in achieving their sustainability goals while continuing to grow, learn, and contribute to the broader sustainable seafood movement.
In just this short time, Seafood Ninja has gone from advancing FIPs in critical sourcing regions to shaping conversations at international forums, developing training tools, and guiding companies as they respond to bold new sustainability and responsibility commitments.
This report captures a snapshot of that journey—what we’ve built together, and how we’re laying the foundation for what comes next.
Here’s what we’ve accomplished together:
As part of our commitment to collaboration and knowledge exchange, Seafood Ninja actively participated in a range of industry forums in 2023–2024. Through panels and speaking engagements, we shared lessons learned from working across the seafood supply chain—highlighting how markets can strengthen FIPs in Mexico and Peru, exploring the role of women in ocean innovation, and contributing to global conversations on the future of FIPs at the Community of Practice in Costa Rica. These opportunities positioned Seafood Ninja as both a thought partner and practitioner, contributing practical insights to industry peers.
Beyond speaking roles, we also joined workshops to deepen our own understanding of emerging issues. For example, at the Consortium for Social Risks in Seafood workshop in Seattle, we engaged directly in Human Rights Due Diligence training—knowledge that is now helping support Sea Delight’s participation in a Vietnam tuna pilot addressing Principle 3 of the Social Responsibility Assessment (SRA).
Finally, through webinars, we expanded our reach to broader audiences. By participating in the SeafoodSource webinar on navigating retailer sustainability requirements, we shared guidance with companies across the sector on how to interpret and respond to evolving client expectations.
Together, these panels, workshops, and webinars reflect a balance of sharing expertise and continuing to learn, ensuring we not only contribute to collective progress but also strengthen the tools and perspectives we bring back to our partners.
Who We Work With
Over the past two years, Seafood Ninja has partnered with a diverse mix of industry players—each bringing unique challenges and opportunities to the table. Our work spans:
- 4 seafood importers advancing traceability, social and environmental responsibility, and certification goals
- 1 food & beverage distributor integrating sustainability into logistics and procurement
- 1 hospitality group aligning sourcing policies with environmental goals.
- 3 NGOs to build tools, co-lead pilots, and scale impact with industry partners.
COMEPESCA- Partnership Highlight
In 2024, Seafood Ninja partnered with Consejo Mexicano de Promoción de los Productos Pesqueros y Acuícolas (COMEPESCA) to assess the sourcing practices and company policies of eight major industry players in Mexico. We advised on best practices and outlined actionable next steps for improvement.
This work captured a combined total of 46 million kilograms of seafood, representing a diverse supply base of 84 species from 16 countries. Geographically, sourcing is overwhelmingly tied to Mexico (92%), with smaller contributions from Chile and the United States. This baseline highlights both the strength of domestic supply and the ongoing need to diversify and strengthen responsible sourcing strategies across species and regions.
Key Findings
Top Species by Volume:
Tilapia, squid, shrimp, salmon, snook, octopus, tuna, oysters, and trout — with a strong presence in Central, Northwestern, and Southeastern Mexico.
Certification & Compliance:
-
Wide variation: some partners achieved up to 91% certified portfolios, while others remained just above 10%.
-
High-volume species (tilapia, squid, snook) face the greatest certification challenges.
-
Trout, kampachi, and striped bass showed strong compliance due to aquaculture production under recognized standards (BAP, ASC).
Regional Trends:
-
North Pacific & Gulf of California: stronger engagement with Fishery Improvement Projects (FIPs).
-
South & Southeast: greater need for technical support.
Areas for Improvement
-
Limited digital traceability systems.
-
Gaps in formal responsible sourcing policies.
-
Low certification rates in high-volume species (tilapia, squid, snook).
-
Fragmented documentation complicating legal/sustainable origin verification.
-
Good practices not always formalized or communicated externally.
Common Challenges
-
Risk of IUU fishing in uncertified imports.
-
Limited technical/financial capacity to implement improvements.
-
Absence of certification standards for certain species (e.g., ranched bluefin tuna).
-
Manual traceability processes slowing verification.
Positive Advances
-
Certified product sourcing (BAP, ASC, MSC) in key species.
-
Active participation in FIPs with relevant stakeholders.
-
Clear commitments toward progressive improvements by 2030.
-
Innovation cases in digital traceability, renewable energy, and community programs.
Whether we're in the weeds of audit prep or contributing to the global seafood sustainability dialogue, we meet our clients where they are—and help them grow from there.
Our Network: Our Superpower
Seafood Ninja may be a team of two, but I’ve never been alone in this work. Over the years I’ve built a network of collaborators who I not only trust, but who share the same commitment I do—to healthy oceans and a responsible seafood industry. That network is really our superpower.
From FIP leads in Latin America, to NGOs shaping global standards, to supply chain innovators pushing on traceability and human rights—I get to work alongside people who bring different expertise and perspectives to the table. My role is often to connect those dots, translate across worlds, and make sure my clients have the tools and partners they need to move forward.
What makes this network so powerful is its diversity. Scientists, auditors, buyers, producers, policy folks, community leaders—they all see challenges from different angles. And when I bring that mix together, it means my clients get support that’s not just technical, but practical and grounded in real experience.
At the end of the day, Seafood Ninja’s strength isn’t just what I know—it’s who I know, and how we work together. That’s how I get to multiply my impact and keep pushing this movement forward.
Clients' Global Reach
Key Achievements in 2023
- Certification Support: Helped multiple clients achieve MSC/ASC Chain of Custody certification and successfully navigate surveillance audits across North America and Latin America.
- Board Memberships: Joined the Sereia Films board and remained an active member of the GSSI Steering Board.
- Advocacy: Supported partners in integrating sustainability and engaging clients more effectively.
- Industry Participation: Presented at the Latin America FIP Community of Practice meeting in Costa Rica and the Conservation Alliance meeting in Puerto Rico.
- Partnered with FishChoice on their website revamp project and supported their industry engagement and outreach to producers and buyers of crab, shrimp, snapper, grouper, squid, and mahi.
Key Achievements in 2024
Expanding Impact and Expertise, Seafood Ninja focused on deepening its expertise in human rights due diligence (HRDD), climate strategy, and traceability.
Human Rights Due Diligence (HRDD) Leadership
- Supported Sea Delight’s partnership with the The Consortium on Social Risks in Seafood to lead a Social Responsibility Assessment Pilot for the Handline tuna Fishery in Vietnam
- Created and launched a video series explaining HRDD in seafood supply chains. The short-form series broke down complex HRDD topics into digestible, practical insights. Episodes focused on identifying red flags, ethical recruitment practices, and what responsible sourcing looks like at origin.
- Facilitated follow-up meetings and one-on-one coaching sessions to help companies adapt HRDD frameworks to their specific sourcing realities
Media & Event Highlights
- Featured in SeafoodSource’s “The Gender Equality Dialogues” and “Outcry over ‘Vitamin Tuna’ Treatment.“
- The Vitamin Tuna series, launched as an industry call-to-action, unpacked deceptive practices related to CO-treated tuna. Through a blend of education and satire, it highlighted traceability and food safety issues, and went viral in seafood circles, prompting discussions among regulators, importers, and media outlets.
- Profiled in “Agility and Resilience: The Story Behind Seafood Ninja, Inc.”
- Interviewed by We Are Aquaculture (TalentView) and Center for Rural Affairs.
Presented and/or spoke at:
- Seafood Expo North America: HRDD Panel + FIP Market Panel
- GSMC (Global Seafood Market Conference)
- Women in Ocean Food Innovation Studio (2024 & 2025).
- Consortium for Social Risks in Seafood Workshop (Seattle)
- SeafoodSource Webinar: “Navigating Retailer Sustainability Requirements”
- Copper Sponsor of the 2024 Global Seafood Alliance Responsible Seafood Summit in St. Andrews, Scotland.
Program & Event Leadership
- Led planning and execution of the Conservation Alliance for Seafood Solutions 2024 Conference in Cancun, Mexico. Coordinated all aspects of the event including speaker support, session planning, logistics, and bilingual materials.
- Created branding materials such as stickers to enhance participant engagement.
Climate Strategy
- Supported clients in mapping emissions (Scopes 1, 2, and 3) and building reduction roadmaps. Partnered with CO2Ral to support our clients in calculating their Greenhouse Carbon Emissions. CO2Ral developed tailored templates and tools to help companies collect and interpret emissions data.
- Scheduled meetings to address data collection gaps and align emissions methodologies.
Market Development & Traceability
- Supported companies in analyzing client commitments and offered guidance on aligning products to meet these requirements while improving their positioning in the current market landscape.
- Developed traceability protocols and digital roadmap planning for 2025. Supported clients in exploring alignment with GDST standards.
- Assisted in a brand launch for a new tuna supplier at SENA, providing messaging guidance, booth support, and sourcing narrative development.
Conclusion & Looking Ahead to 2025
This first report marks an important milestone for Seafood Ninja, capturing the work, partnerships, and progress we’ve built over the past two years. While it reflects how far we’ve come, it also sets the foundation for what lies ahead.
As we look toward 2025, our focus will be on growth, adaptation, and learning. The sustainability and corporate responsibility landscape continues to evolve quickly—driven by rising expectations on social responsibility, traceability, and climate resilience. We are committed to staying agile, strengthening our expertise, and ensuring our services meet the real needs of the companies, communities, and producers we support.
In the coming year, we will deepen our work on human rights due diligence, scale our climate strategy services, and explore new ways to help clients align with market commitments and regulatory shifts. We recognize that this is a learning journey, and we are dedicated to expanding our knowledge—especially around climate strategy—so that we can provide practical, forward-looking solutions.
Most importantly, we will continue to serve as a connector and advocate, helping stakeholders across the supply chain turn ambition into action. This is just the beginning. With collaboration, creativity, and shared accountability, we are confident that Seafood Ninja will keep building momentum, growing our impact, and contributing to a more responsible and resilient seafood sector.
Founded by Adriana Sanchez, Seafood Ninja, Inc. is rooted in a bold vision: to make seafood sustainability more accessible, inclusive, and grounded in real-world impact. What began in 2017 as Adriana’s personal blog has evolved into a leading consultancy known for practical, cost-effective strategies that help companies navigate the complex landscape of responsible seafood sourcing.
Led by Adriana—the original Seafood Ninja—with over 15 years of industry experience and a trusted network of partners, our team supports businesses of all sizes in building and strengthening their sustainability programs. From importers to hospitality groups, we provide actionable solutions tailored to meet market expectations while elevating the role of producers, especially in developing countries.
At Seafood Ninja, Inc., we believe in pre-competitive collaboration, bridging gaps between stakeholders, and aligning sustainability with business realities.
Our Mission
To provide cost-effective solutions that help seafood supply chains and their clients develop strategies and commitments for sourcing sustainably and become active stakeholders in the sustainable seafood movement.
Our Values
- Inclusivity: We believe that sustainability should be accessible to all, regardless of size or financial resources.
- Collaboration: We foster pre-competitive collaboration to drive positive change across the industry.
- Connectivity: We connect producers in developing countries with buyers to promote sustainable sourcing practices.
Meet The Team
Adriana Sanchez, Founder & President
Adriana is a passionate advocate for sustainable seafood with extensive experience in the industry. Born in Venezuela and raised in Colombia and Mexico, she has a deep understanding of the challenges and opportunities facing seafood businesses in diverse contexts.
Adriana’s expertise lies in:
- Supporting Global Fishery Improvement Projects (FIPs)
- Building relationships with NGOs and consultants
- Fostering pre-competitive collaboration
- Strategic planning and advocacy
- Developing sustainability and traceability commitments
Adriana’s contributions to the industry have been widely recognized. She was a finalist for the Blue Friend of the Year award in 2014, featured in Intrafish’s “40 under 40” campaign in 2016, and completed the National Fisheries Institute (NFI) Future Leaders Program. She is a member of the FisheryProgress.org Advisory Committee and participates in multiple Sustainable Fisheries Partnership (SFP) Supplier Roundtables.
Adriana is driven by a belief that all companies should have the opportunity to embark on a sustainability journey. She is committed to providing cost-effective solutions tailored to individual business needs and connecting consumers with sustainable seafood products and campaigns.
Johanna Ruiz, Community & Program Manager
Originally from Venezuela, Johanna is a dedicated community manager and social media specialist based in Medellín, Colombia. She became part of the Seafood Ninja team in 2020 to support content creation and digital program coordination, with a focus on Latin America.With several years of experience in managing online communities and social media platforms, Johanna helps clients share their sustainability efforts in an accessible and engaging way. She contributes to the development of digital strategies, supports day-to-day communication tasks, and helps maintain a consistent online presence for various projects.
Passionate about sustainability and clear communication, Johanna enjoys working with teams that are committed to making a positive impact. Her collaborative approach and regional insight add value to Seafood Ninja’s work across different markets.
