Gulf Wild maintains the ByCatch of the Day program. Designed to create and expand markets for those fish that might otherwise be thrown back into the sea, the ByCatch of the Day program promotes lesser-known but equally delicious seafood alternatives to consumers.

In order to increase the overall appeal of these varieties of fish, Gulf Wild provides educational opportunities and marketing support that helps consumers understand, and develop a preference for, these lesser-known species.

These fish are tagged and individually numbered using Gulf Wild's TransparenSea tracking system, giving buyers access to the story for every single fish and, at the same time, confirming that the fish is authentic, responsibly caught and undeniably fresh.

By encouraging consumer demand of lesser-known reef fish species, wasteful discarding is reduced and overall fishery sustainability is enhanced.