Patricia Majluf is a Peru native and an expert on fisheries and anchoveta and the vice president of Oceana Peru. She is the Vice President of Oceana in Peru. The Peruvian anchoveta reduction fishery is the largest single species fishery on the planet. Each year, 6 million to 10 million metric tons of anchoveta, a fish in the anchovy family, are extracted from a narrow strip of ocean off Peru known as the Humboldt Current Ecosystem, one of the largest and most productive marine ecosystems in the world due to coastal currents and winds moving deep, cold, nutrient-rich waters to the surface. Anchoveta are the cornerstone of the productivity of the Humboldt ecosystem, and the massive fishery affects the ecosystem’s resilience. About 98 percent of the catch is used to produce fish oil and fish meal, which are primarily used in animal feed. This indirect consumption of fish is a less-efficient source of protein than fish consumed directly. Majluf’s Pew fellowship project seeks to create the market incentives to transform the industry into producing fish for human consumption, with products that are of greater value than fish meal and fish oil. If the anchoveta fisheries can earn more per ton of catch, then the total allowable catch could be reduced without affecting the industry’s income. Majluf’s project aims to scale up the successful “Anchoveta Week” initiative, which worked with Peruvian chefs and restaurants to create anchoveta dishes and recipes that appealed to the public. This initiative increased direct consumption of the fish in Peru as well as industry investment in canning and freezing anchoveta. By engaging the Peruvian fishing and processing industries, activist chefs, and the international sustainable seafood movement, Majluf will develop a market for anchoveta in North America as a step to increase the international demand for anchoveta food products. As the value of anchoveta increases through human consumption, the change in market dynamics will facilitate significant movement of the fishery toward sustainability. To learn more about Majluf, visit her bio online: http://oceana.org/blog/ceo-note-introducing-dr-patricia-majluf-oceana%E2%80%99s-new-leader-peru.