“I wouldn’t deliberately eat a grouper (fish) any more than I’d eat a cocker spaniel. They’re so good-natured, so curious. Fish are sensitive, they have personalities, they hurt when they’re wounded.” says leading marine biologist, Dr. Sylvia Earle.

We imagine that fish lead simple, fleeting lives, but the truth is far richer and fascinating.

Fish can develop lifelong bonds with one another, they can experience distressing emotions like stress and anxiety, and according to ethologist, Jonathan Balcombe, they can even pass on traditions, use tools, and punish wrongdoers.

That’s incredible!

Yet, their suffering is so often overlooked. Factory farmed fish are raised in crowded and filthy conditions. Countless investigations have shown fish being skinned alive while fully conscious. Even wild-caught fish endure a miserable death, which can take up to half an hour as they slowly suffocate, while desperately gasping to breathe.

As the famous philosopher, Jeremy Bentham once said, “The question is not can they reason, nor can they talk, but can they suffer?” We couldn’t agree more. As complex, living and breathing animals who experience so much suffering, fish deserve our consideration.

Underwater suffering. It never ends, unless we choose a kinder way to eat, and millions of Americans are already doing it! If you love the taste of fish, but not what they endure, you’ll be happy to know that today’s cruelty-free substitutes (which you can find in the freezers of most supermarkets) taste practically indistinguishable! Next time you’re at the supermarket, be sure to pick up some Gardein Fishless Fillets, Gardein Crispy Crabless Cakes, or Sophie’s Kitchen breaded vegan scallops (delish!), and if you’d like further tips and easy recipes to try, download our FREE Veg Starter Guide today!