The Mexican tuna industry provides a critical affordable and sustainable protein to over 115 million people across Latin America as well as generating over 60,000 jobs in underserved communities on the rural coast. Despite being a top performer in sustainable fishing, the industry has been effectively blocked from many international markets due to trade politics and misinformation about its environmental performance. To turn that dynamic around, we worked with the 4 largest companies in the industry to achieve MSC certification (the highest sustainability standard for wild caught fish in the world), and worked with stakeholders and influencers to highlight their environmental leadership in key markets.