Since SEA-U is primarily staffed by marine biologists this has proved to be of added-valueto the business model, since marine biological competence is regarded among the public as a sustainability guarantee. The basic idea was to increase local sales of locally caught fish, and to increase the economic value of the catch for coastal fishers. The brand "Oresundsfisk" was created and this brand is owned by the economic association "Oresund fran bat till bord" ("Oresund from boat to table") managed by professional fishers. The brand criteria are articulated based on quality, traceability and sustainability.