Competing schemes with different assessment criteria and definitions allow primary producers to choose among them according to their interests. The media also plays an important role in amplifying the NGO messages. Topics like energy efficiency (e.g. carbon footprint, food miles), waste handling and product loss minimisation, sustainable packaging (e.g. biodegradable or recyclable materials, space efficiency), animal health and welfare and social issues (e.g. fair trade) could be included in future multi-attribute standards for a sustainable fishing and aquaculture industry (Box 2.2).