The world's last great sockeye salmon run in Bristol Bay, Alaska, is a valued resource - both for the local communities and industries that depend on the salmon (including the commercial salmon fishery, certified as sustainable by the Marine Stewardship Council) and also for consumers and businesses internationally who are linked back to this region through the salmon they buy (the UK is the largest market for canned Alaskan salmon). Pebble Mine  (a British company)  is proposing   to build a large mine to exploit mineral deposits, including copper and gold, in the Bristol Bay region. There is concern surrounding Pebble Mine due to its potential impact on fish and associated wildlife and fisheries downstream of the mine.  

Charles Redfern Fish4Ever Founder says:"When we were plannning the launch of our new MSC certified Wild Alaskan salmon this campaign became a concern to us and is something we felt that we had to support. Fish4Ever is trying to help raise awarenenss through publicity and also sponsored the UK premiere of the award winning movie "Red Gold" (www.redgoldfilm.com) . "