INTRODUCTION:
“IN the global dimensions it is mentioned that the fish and fish products sectors is facing a certain crisis in their primary resource in which the fish stock is collapsing” (UNEP, 2009, p.14). According to the United Nation’s Food and Agriculture Organization (FAO), the reason of concern for sea food is due to increase in number of overexploited, depleted and recovering stocks (FAO, 2010). The complex causes of wild fish stocks crisis include: overfishing, managing poor fishing, unsustainable fishing practices, and illegal (UNEP, 2009).The demand increased in fishing has exacerbating these issues. Worldwide per capita consumption of marine fishes has almost doubled since the 1960s as like world’s population (Jacquet et al., 2009).
The consumption and value of trade of fish product is increased by aquaculture has surged over the last 20 years. Yet, aquaculture demands fishmeal threatens coastal environments to pressure rather than alleviating (UNEP, 2009).As like other products, seafood trade has been growing internationally over the years. The trade of fish has grown from US$51.5 billion in 1998 to US$102 billion in 2008 (FAO, 2010).The supply of seafood has lacks some transparency of ‘underlying facilitator’ of every aspects of the negative fishing sector (FAO, 2010, p.105).It is much difficult purchase fish products responsibly with lack of transparency.

Challenges of Wal-Mart’s supply chain:
Wal-Mart’s also faces some challenges like other large global companies. There is lot of problems faced by many firms. One main problem faced by global industries is mass production organization and the problem is serving a smaller amount of sea foods to more comparative markets (Kirschenmann, 2002).
In the `Unique` markets, they have emerging inconsistent in mass production which they have started developing now. The consumer has an own signal markets