Brenda Kuecks and her team are creating business ventures that are proving it is possible to have financial success together with improved ecological and social conditions. The latest is ThisFish, a seafood tracking system involving more than 700 fishermen that is building transparency and accountability into the seafood value-chain. ThisFish represents a new level of collaboration in that industry. Sobeys, Whole Foods and MGM Las Vegas have introduced ThisFish into their produce departments and restaurants. Fishermen are receiving better prices, better contracts, and better market intelligence. Consumers are getting the information needed to make informed purchase decisions. As the President of Ecotrust Canada, Brenda leads a group of passionate, determined, and savvy sectoral and business professionals who are all about creating a Canadian economy that works better for people and for places.