Positively Groundfish is a new kind of non-profit trade association. We unite a broad set of stakeholders of the West Coast groundfish fishery - fishermen, fish processors, environmental advocates, certifiers, academic researchers and state agencies - behind a shared goal: to make consumers fall in love with rockfish and sole from the West Coast. Positively Groundfish’s mission is to tell the positive story of sustainable West Coast Groundfish to cultivate consumer appreciation, improve market differentiation and support the long-term economic success of our local fishing industry and communities. We hope to contribute to a West Coast groundfish fishery that is at once ecologically abundant, economically attractive and widely appreciated by the market.