Minderoo
Fish & Chip Lotto

Driving action by confronting people with the truth of seafood mislabelling.

Minderoo conducted a study that found around 65% of the seafood we eat in Australia is imported and is allowed on our plates without any regulation, and often is mislabelled.  To raise awareness of the silent seafood mislabelling endemic going on, we served free fish and chips and confronted customers with the alarming reality that you don’t really know what you’re eating – or rather, it’s a bit like roulette.