If ever there was a case of an industry needing a "makeover" or rebranding in some form, then surely it must be the global fishing industry.

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When was the last time you opened a daily newspaper and read something positive about the modern fishing industry? Not often I suspect. Yet those of us in this industry never seem surprised.

Aside from trade publications which try to carry balanced opinions on both the positive and the negative aspects of this industry, the appetite from the general news media seems purely focused on the bad, dramatic and controversial.

'Greenpeace