Overfishing and destructive fishing practices, such as the use of cyanide and explosives, are being driven by an increasing demand for seafood across the Asia Pacific. These practices are exacerbated by the lack of effective systems to sustainably manage the industry. Up to 70 % of reef fish in some places in the region are being taken from the ocean before they even have the opportunity to mature and reproduce, and this will have devastating effects on the ocean food chain in the long term.

In the commemoration of World Ocean Day falling on 8th June  and Coral Triangle Day on 9th June, WWF-Indonesia held Bukan Pasar Ikan Biasa, "Not-an-ordinary fish market" as a part of Sustainable Seafood Festival 2015 in  Kuta Beach, Bali on 13^th – 14^th June 2015. I was part of volunteer in this festival. On this two day-long campaign, WWF-Indonesia hope to create a new movement for responsible consumption of seafood by empowering suppliers, retailers, restaurants and consumers to "pick the right catch". This in turn will drive sustainability throughout the seafood supply chain. It was intentionally held in the tourism center in Kuta to make an approach to both local people and tourists so they will be aware of such activity.

Fish and other seafood offered in the market are fresh and brought directly from their respective fishing ground from North Bali and East Java. "Not an ordinary fish market" also offered the opportunity for public to acquire knowledge about selecting healthy and fresh seafood from environmentally-friendly fishing practice directly from the fishermen. JARING Nusantara, founded by WWF-Indonesia in 2013, aims to supervise/assist producers such as fishermen and farmers in conducting an environmentally-friendly fishing and cultivation practices of various seafood products. They are committed to improve the fisheries condition in Indonesia. 

During the festival, the public can look forward to exclusive offers and promotions centred on sustainable seafood at participating restaurants, hotels and retailers. These establishments offered special sustainable seafood dishes created just for the festival in support of this worthy cause by Novotel Nusa Dua’s chef.