The Sustainable Seafood Coalition (SSC) unites 67% of the UK seafood industry and works towards a vision that all fish and seafood sold in the UK comes from sustainable sources. SSC membership currently represents the majority of UK retailers and seafood businesses within the seafood industry, as well as businesses from the foodservice sector such as restaurants, fish and chip shops, and their suppliers. The members cooperate to create and implement two voluntary codes of conduct. The Labelling Code will allow consumers to better understand what they are buying. The Sourcing Code will give consumers confidence that it meets minimum standards of responsibility. This will encourage sustainable fishing at the source and help improve fisheries.