Organising consumer involvement in the greening of global food flows: the role of environmental NGOs in the case of marine fish

Consumers are increasingly concerned about the impacts of global food provision, but especially in the case of marine fish, their unease is complex, locally specific and still evolving. Responding to these apprehensions solely by promoting short local supply chains is restricted to niche markets and leaves other opportunities for increasing sustainability untouched. Additional, complementary strategies for the greening of food supply chains are examined. To analyse the interaction between local and global dynamics, the sociology of networks and flows is applied to the case of marine fish production and consumption in order to identify innovative governance arrangements that make global supply chains more sustainable. Certifying fisheries and the use of fish wallet cards by consumers are examples of new governance arrangements that connect sustainability concerns of consumers with production decisions made by distant actors. To improve the effectiveness of these arrangements, new roles are proposed for environmental NGOs as representatives of local actors and as managers of trust in certifying institutions.