In a bid to ensure sustainable competition within the seafood industry against the rise of "fake seafood," former executive at Seattle-based Trident Seafoods Willem Appledorn founded a new fish sales and marketing consultancy firm named Vibes for Fish.

"Founding Vibes for Fish is a fun ride but not pre-determined," Appeldorn told IntraFish.

Appledorn said that the industry needs to coordinate efforts against ongoing issues, including digitization, climate change, and plant-based seafood alternatives.

"Consumers are increasingly more conscious on food as a source of health, so we must reclaim the position of healthy, tasty and convenience as we took it for granted and now plant-based alternative proteins and 'fake' seafood are confusing the consumer and market."