There are endless opportunities for companies such as US clothing brand Patagonia to cast aquaculture as the evil stepmother as part of their vociferous appetites for brand awareness.

Aquaculture is a young, growing industry surrounded by a lack of consumer knowledge, a wild alternative often lovingly embraced by the NGO community (in which Patagonia is notably invested), and enough bad news stories to fuel a decade of daily Tweets or Death Cab for Cutie lyrics.