While wild fish live in their natural environment for most of their lives, it is the moment of capture, or their end of life, that is highly stressful. Capture can last from a few minutes to several hours or even days. During that time animals may experience extreme fear and pain.

Imagine a typical fishing vessel: fish are crowded together in nets for extended periods then brought to the surface - which, for fish caught at depth, creates severe pressure changes, leading to ruptured swim bladders, eyes popping out of their sockets, and damaged internal organs. Finally, they are dumped onto dry decks and often left to die slowly from suffocation in air. They are also sometimes gutted or bled while still conscious.

The way fish are captured and killed is controlled by the fishing industry, and therefore they have the ability to make improvements.