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Hyatt Hotels Corporation has announced a long-term seafood sustainability strategy in partnership with WWF - to increase its procurement of responsibly sourced seafood and eliminate the procurement of highly vulnerable seafood species. For the first phase of the partnership, Hyatt has set an initial goal of responsibly sourcing more than 50 percent of its inventory by 2018.

Seafood company Thai Union Group will ensure 100% of its tuna is sustainably sourced and plans to reach at least 75% sustainability by 2020. The company will invest $90 million in efforts to increase their supply of sustainable tuna and open 11 Fishery Improvement Projects.

High Liner Foods announced that it has achieved 99 percent of its goal to source all its seafood from "certified sustainable or responsible" fisheries and aquaculture. The company made a pledge in November 2010 to reach this goal by the end of 2013.

Truly committed companies have shortened their supply chains and focused on domestic sourcing. Bon Appétit is a great example. Their Fish to Fork program goes beyond a purchase commitment on paper to getting in the trenches to source fish that meets their corporate values. That means buying fish that is low on the trophic scale, meets their definition of "local" (both in the number of miles out to sea and across land that fish travels) and favors small boat operators.

For sustainable fishing businesses to succeed and proliferate, a green, ethical approach has to spread throughout the supply chain, writes Monica Jain. "It is also important that businesses that value sustainability demonstrate that they are successfully carving out market share from traditional sources, providing investors with confidence in these businesses' ability to succeed and grow," she writes.