PesCo, the shared value solution towards sustainable fishing in Peru

Over three billion people depend on marine and coastal resources for their livelihoods. On the other hand, per capita consumption of these resources has doubled in the past 50 years. To satisfy consumer demand, multiple industry players incur in unsustainable practices: overfishing, mislabelling and destructive extraction methods. This puts biodiversity, marine ecosystems and communities dependant of those resources at risk. Public policies have been placed to tackle this problem but are not effective among artisanal fishermen. PesCo, a peruvian social enterprise, has build a shared value solution which is transforming artisanal fishing practices and educating consumers towards sustainable fishing. This case describes how PesCo succeeded and what competitive challenges remain ahead.