Overfishing of the world's oceans is slowly butsurely robbing the fish processing industry of itslivelihood. Stocks of groundfish, the most importantresource for the production of fish fingers, havebeen halved over the past twenty years.Sustainability marketing therefore accords a highvalue to fish manufacturers. Marketing of fishproducts from sustainably-managed fisheries is astrategy used by fish processing industry not only toenhance its image but also to ensure its economicsurvival. Since resource shortage necessitates arapid and effective switch from a conventional to asustainable value chain, the supplier relationship isgaining new relevance in marketing, besides customerorientation. The fish processing business must facethis challenge as the initiator and coordinator inthe sustainable value chain, and address bottleneckson the sales and procurement market through "BalancedSustainability Marketing". This research examines theBalanced Sustainability Marketing Strategy adopted bysustainability pioneer Unilever between 1995 and2008, taking into account the growing focus onsustainability in the seafood industry.