The World Wildlife Fund (WWF) is singling out the Global Salmon Initiative (GSI) for praise as a strong example of pre-competitive collaboration.

While the number of companies throughout various industries making commitments to sustainability has risen steeply in recent years, many struggle to meet their goals, often reinventing the wheel or pursuing parallel but often uneven strategies, WWF said.

Since GSI certifcation was introduced in 2012, 40 percent of the global salmon market has become Aquaculture Stewardship Council (ASC) certified, including 60 percent of GSI member production, the fastest uptake for any certification, the NGO noted.