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This is the first of a two-case series (IMD-2-0080 and IMD-2-0081). This case deals with the depletion of fish stocks in the late 1990s. Unilever, one of the biggest fish producers in the world, had a strong interest in finding a solution for this dilemma. Unilever decided to found the Marine Stewardship Council (MSC). This council is run as a joint venture with the World Wildlife Fund for Nature (WWF). The case gives a detailed background of both Unilever and WWF in order to understand their intentions. It then describes the process of setting up the MSC and deals with the issues of stakeholder management. Interestingly, other environmental groups heavily criticised the WWF for joining forces with Unilever. Students will understand the different agendas of both players and how to overcome the intricacies. **EFMD European Case Writing Competition Category Winner 2001 **.