“Individually Line-Caught” – *Marketing Deception* The connotation usually associated with the term “Individually Line-caught” is that of an individual line-caught fisherman (as you can see here in our footage). BUT, an ever-increasing plethora of unscrupulous operators in our industry are grossly misrepresenting and mislabelling their products as “Individually Line-caught”, when it isn’t. Sure, this is an ‘individual line’, BUT it fishes with THOUSANDS, and often TENS of THOUSANDS of hooks over tens of kilometres of distance. It is indiscriminate, incredibly stressful (often fish are dead on the hook for hours) and ultimately strips quality and value from the natural resource that has been caught. “Individually Line-caught” can disgracefully be twisted to include Mass-Caught guys. This is not #ethical or #sustainable. Beware. Ask your fish-monger how many hooks are on that “Individual” line. #yourchoicesmatter Every time you spend money, you’re casting a vote. #consciousconsumer If your fish was mass-caught, it’s not ethical or sustainable. #endoverfishing #endmasscatching #endbycatch
