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The bluefin tuna is a wild, noble creature, in danger of extinction. Its meat is considered a delicacy. A single fish can sell for thousands of dollars. Don’t buy it. Don’t eat it. Tell your friends and family likewise. Technological investment in freezer ships, satellites and sonar enable greedy corporations to remain at sea culling this migratory fish for months at a time. A catastrophe will be avoided with the introduction of realistic quotas. Currently less than 1% of the world’s oceans are protected. itsu sources only yellowfin tuna which is caught by short, artisanal deep-set hand lines. This method of fishing avoids the horror of by-catch. By-catch goes hand in hand with drift net and long line fishing. Big fish, small fish, dolphins, turtles... you name it... by-catch is too expensive and inconvenient to sort, so it’s simply dumped back in the sea. In a similar vein itsu only sells free range chicken. Again, a sensible way forward. Blue fin tuna in danger of extinction.