Plant-based meats may be declining in sales, but they are certainly not dead yet.

One of the groups that hopes they can gain a leg up over conventional proteins, apparently, is WWF, the global NGO.

In general, WWF has been the most collaborative, rational NGO pushing for change in aquaculture and fisheries, and has been at the heart of some of the most successful sustainability initiatives, including the Marine Stewardship Council (MSC) and the Aquaculture Stewardship Council (ASC).

But a confusing new study from WWF Switzerland appears to undercut some of the NGO's own stances on the sustainability of some seafoods -- wild whitefish in particular.