Through its work[4] it seeks to educate people about the issues facing the only truly wild items[5] stocked by supermarkets and to empower its supporters to help change the way fish is consumed.

In 2014 it worked with one of its fundraising partners, Sea Life London Aquarium, to capitalise on the Chinese New Year to rally supporters and raise awareness of shark finning by distributing ‘mis-fortune cookies’ containing special messages focusing on the issue.

[15] After collaborating with The Independent's Oscar Quine[16] to call a top London restaurant's shark fin supply into question, Bite-Back worked with Trading Standards and Westminster City Council to investigate their source.

The charity is currently working with the Marine Species Conservation team at DEFRA and Green MEP Jean Lambert to change the personal import allowance, re-evaluate the legislation and vote to make it illegal to bring any shark fins into the EU.

Of the three sharks easily named by the public – great white (89%), hammerhead (80%) and tiger (67%) – each have seen populations plummet by as much as 90% in some parts of the world in the past 50 years.