“Shark-Free Ceviche” Seal
Fundación MarViva
The “Shark-Free Ceviche” seal is a benchmark that will certify fish ceviche products that have not been made with protein from elasmobranchs (sharks and rays) or other species threatened with extinction or protected by law in the countries where the seal is implemented. The aim is to inform consumers that the use of the fish species targeted by this initiative is rejected, to differentiate the companies that join the initiative, and thereby discourage their fishing, trade, and consumption. The challenge is to bring commercial allies on board, who often see the initiative as an increase in their operating costs, even though it is not as much as they think. The positive thing is that more companies want to join, and organizations similar to MarViva in other countries are beginning to show interest in partnering with the seal and implementing it.
Last update: 29 Oct 2025
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Context
Challenges addressed
Environmental:
- The seal seeks to discourage the consumption of sharks, rays, and other endangered species, which contributes to the maintenance of biodiversity and balance in marine ecosystems.
- Given the lack of public awareness, the label seeks to sensitize consumers to the existence of alternatives to the use of sharks, rays, and endangered species in the preparation of ceviche, directing demand and consumption toward other species that are better able to withstand fishing pressure. No one is better equipped to make the right decisions than an informed consumer.
- In the absence of regulations or their implementation, aimed at reducing or eliminating fishing pressure on endangered fish species, the seal is offered as an alternative that fishermen, traders, and consumers can adopt voluntarily.
Social:
- The seal offers businesses that adopt it a differentiating factor that allows them to complement their corporate social responsibility profile through an environmental policy that promotes good practices.
Location
Panamá, Provincia de Panamá, Panamá
San José, Provincia de San José, Costa Rica
Central America
Process
Summary of the process
The seal emulates the “Dolphin Free” initiative, which applies to the marketing of tuna, but has proven to be totally innovative for sharks, whose protein is used in many countries for the preparation of ceviche. Incorporating other species that are threatened or protected by law, even if they are not used in the preparation of ceviche, increases the range of coverage and the commitment to responsibility assumed by partner companies.
Consumers see the seal as an opportunity to avoid consuming sharks or other endangered species in their ceviches. Merchants see it as an opportunity to differentiate themselves from other businesses.
It is a strategy aimed at reducing the pressure of fishing and commercialization of sharks and other endangered species, which comes through demand, mediated by merchants and consumers who voluntarily join the initiative.
Building Blocks
Regulatory and technical framework
The main objective is to establish the rules of the game by defining what the seal is, what is expected of those who use it, and how its integrity is guaranteed. In this first stage, the legal, scientific, and operational basis of the seal is established to ensure the transparency and legitimacy of the process.
This involves informing interested parties of the regulatory documents, such as the regulations for use of the seal, the checklist, the brand manual, and the application form, which have been developed by Fundación MarViva. Their function is to guide the application, verification, and renewal process step by step.
Enabling factors
- Have clear, detailed, and public regulations.
- Ensure that regulatory documents can be adapted to other countries/contexts.
- Have a reliable scientific or legal basis that facilitates understanding of the exclusion of certain species as a protein source for ceviche (e.g., sharks and rays).
Lesson learned
- Having clear regulations and standards builds trust and avoids ambiguities in certification. Otherwise, potential allies to the initiative may mistrust or misinterpret the requirements.
- All documents should be properly shared in preliminary meetings, using previous cases as examples, without sharing business information.
Verification and traceability tools
This step seeks to ensure, on a scientific basis, that products labeled with the seal do not contain shark or other species that are threatened or protected by law. This principle is the backbone of the seal's credibility.
To this end, random genetic sampling will be carried out on the protein used to prepare or has been used to prepare ceviche labeled with the seal, at least twice a year. The samples are sent to a certified genetic analysis laboratory (e.g., COIBA AIP, in the case of Panama) to verify whether or not species excluded by the seal are being used.
The company covers the costs of the analysis, and if prohibited protein is detected, the right to use the seal is withdrawn.
Enabling factors
- There must be reliable laboratories that use molecular techniques to detect proteins from sharks, rays, and other endangered fish species.
- If there are no laboratories in the country interested in joining the initiative, laboratories in other countries may provide support with sample processing.
- The sampling and analysis protocol must be rigorous and always carried out through random sampling without prior notice.
Lesson learned
- Scientific traceability gives the seal technical legitimacy.
- If samples from one country have to be processed in another, permission to access genetic resources must be obtained in both the country of origin and the country of destination.
- The possibility of financing part of the genetic analysis should be explored so that the cost does not fall entirely on the commercial partner. This will make it easier to attract more people interested in participating in the initiative, increasing its reach to more people and increasing the volume of ceviches that do not use protein from sharks, rays, or endangered species.
Business support and continuous improvement
It seeks to facilitate the implementation of responsible practices by companies through a progressive, technical, and collaborative transition, while continuing to demand compliance with the principles of the seal.
To achieve this goal, each company must be offered a personalized support plan, through which socialization sessions, internal training, consulting, and technical visits are provided. A compliance assessment must also be carried out after 12 months, and adjustments made according to the results.
Enabling factors
- The support plan must be adapted to the reality of each company.
- Periodic evaluations must be carried out and feedback sessions maintained.
- It is necessary to be flexible with the commercial partner's adaptation times, without compromising the principles of the seal.
Lesson learned
- Technical support is key, as it encourages long-term business commitment.
- Patience is required, as in some cases companies do not prioritize the operational changes they need to make because they do not see immediate benefits.
- It is strategic to communicate, from the outset, the reputational and commercial benefits of the alliance with the seal.
Participation of stakeholders and institutional coordination
Build the legitimacy and sustainability of the seal by integrating it into a multisectoral collaboration ecosystem between science, business, civil society, and authorities.
Without a laboratory to perform genetic analyses or companies interested in joining the initiative, there can be no seal. Hence, all work must be collaborative. Although it is not necessary for state authorities to endorse the label, it is advisable to maintain a cordial relationship, keeping them informed of progress and inviting them to have a presence and voice at promotional events. The participation of community and scientific organizations is necessary to strengthen the credibility of the label.
Enabling factors
- The initiative must be led by a neutral technical organization. Fundación MarViva is a good example and is interested in establishing partnerships with other non-governmental organizations (NGOs) to expand the geographical reach of the seal.
- The participation of scientific laboratories (e.g., COIBA AIP), businesses, and civil society is necessary. There may also be opportunities for universities to develop research projects.
- There must be coordination with the authorities (e.g., fisheries, environment), although this does not mean that they must endorse the label.
Lesson learned
- Partnerships strengthen the legitimacy and sustainability of the label.
Consumer awareness and label visibility
Transform market demand toward sustainable options. Conscious consumers are key to pushing for changes in supply and legitimizing the label's existence.
NGOs that support the label and certified commercial partners must implement an awareness strategy, which may include training staff at processing plants and restaurants, displaying the label at affiliated locations, and developing public promotional events and informational campaigns through social media. The label image must be used in accordance with the brand manual, ensuring consistency and recognition.
Enabling factors
- Have clear and accessible communication materials.
- The seal itself is an attractive and distinctive graphic identity, to which the names of other interested NGOs can be added.
- At points of sale, actions should be developed or visual tools deployed to help educate consumers.
Lesson learned
- Informed retailers and consumers become allies for change.
- All actions taken must seek to bring about positive behavioral change.
- Educational and promotional campaigns must be ongoing, adapting the message to the target audience.
- The impact of all these initiatives must be measured.
Impacts
- The adoption of an independent and audited standard, together with traceability and genetic auditing, discourages the trade and consumption of species that are endangered or protected by law.
- The seal has been strengthened and its credibility consolidated thanks to random and surprise sampling and the reliability of the genetic analyses carried out.
- The seal encourages more producers, distributors, and restaurants to comply with responsible practices and also attracts and informs more conscious consumers.
- The seal has encouraged the diversification of protein consumption that is not vulnerable or endangered, and has even reduced the use of foreign protein, promoting the consumption of local fish that complies with conservation criteria according to the recommendations of the MarViva Foundation (e.g., MarViva Traffic Light Guide).
Beneficiaries
The choice of more than 600,000 consumers demonstrates the impact of the label and the attention given to products that promote sustainability.
Global Biodiversity Framework (GBF)
GBF Target 4 – Halt Species Extinction, Protect Genetic Diversity, and Manage Human-Wildlife Conflicts
GBF Target 5 – Ensure Sustainable, Safe and Legal Harvesting and Trade of Wild Species
GBF Target 9 – Manage Wild Species Sustainably To Benefit People
GBF Target 15 – Businesses Assess, Disclose and Reduce Biodiversity-Related Risks and Negative Impacts
Sustainable Development Goals
SDG 12 – Responsible consumption and production
Story
Ceviche Libre de Tiburón
Fundación MarViva
Don Luis Gutiérrez—now head of Cevichería Donde Luis and Restaurante Rompeolas—is a small businessman dedicated to the sale of fish who, more than 18 years ago, made the decision not to use vulnerable species such as sharks. The initiative arose at the request of his children, who were probably impressed by the high number of sharks being caught for their fins at that time.
A couple of years later, when he opened his restaurant and cevichería in Panama's Seafood Market, he adopted a policy of not including endangered species on his menu. This decision raised questions from competitors and even led to situations of unfair competition, as he guaranteed his customers that the products served did not come from vulnerable species, something that was not always the case in neighboring establishments.
It was in this context that he established his first contacts with MarViva, initiating joint campaigns to discourage the consumption of vulnerable species, such as sharks, and to raise awareness of the problem of misinformation about the use of this protein. These campaigns included tastings to promote the consumption of non-threatened species, as well as the introduction of uncommon but sustainable alternatives, such as tilapia and certain types of catfish.
However, one challenge remained: how could consumers make responsible purchasing decisions if they did not have a visible frame of reference at the point of sale? This need gave rise to the “Shark-Free Ceviche” seal, which can only be displayed by businesses that can prove they do not use endangered or vulnerable species. Don Luis Gutiérrez is one of its proud holders, using the seal as a distinctive mark that allows his customers to make more informed consumption decisions.
This model exemplifies a successful alliance between a company and a non-governmental organization, working together for the conservation of marine and coastal resources. However, there was an additional challenge: to scientifically guarantee that the protein served does not come from endangered species. To address this issue, a scientific component was incorporated through a partnership with the Coiba AIP research center, which conducts genetic-molecular testing and constantly monitors partner businesses, thus providing scientific backing for the Shark-Free Ceviche seal.