Rita Erlich attended the launch in Melbourne this week of Shoretrade, It’s a new way of bringing fisherman, seafood sellers and seafood buyers together – using technology as it has been used in areas like books and clothing. But fish and seafood are perishable, and there are special needs and particular sensitivities. No one questions the traceability or sustainability of books, but it’s an important issue for seafood. Mark Esterhuizen explains how it all works.