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Australia’s Sustainable Seafood Guide, which I began the chapter with,

illustrates this point. Sustainability guides generally employ a traffic light system to

pronounce the sustainability of a species, based on current stock data and type of

fishing technology. Greenpeace’s canned tuna guide (referred to in chapter one) is

promoted in Australia’s Sustainable Seafood Guide. This is a simple illustrations of

the coproduction of sustainability knowledge and expansion of a sustainability and

knowledge network to include companies like John West, Aldi, Greenseas and

Woolworths (in Australia). Guides, such as Australia’s Sustainable Seafood Guide

and Greenpeace’s canned tuna guide, circulate widely through the internet and

provide a platform for diverse groups to assemble and sustainability discourses to be

articulated. Through the flow of knowledge consumers connect with corporations,

governing bodies, conservation groups, supermarket and tinned tuna companies.

These groups and their gadgets (guides, apps, blogs and certification labels)

are the conduits of sustainability knowledge. What is interesting is not only the

content and classification of knowledge (I have already referred to the particular

environmental order/ordering on which sustainable seafood discourses are based), but

also how knowledge is connected, as well as how it is produced, reproduced and how

it circulates. The cross-pollination among sites can be traced, as I have done briefly at

the beginning of the chapter, by showing that a variety of blogs use the same

knowledge source. Figure 3.3 points to this cross-pollination by mapping the flows of

knowledge between blogs, AMCS, and national and global organisations.

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