The increased retail demand for clownfish has put a huge strain on wild clownfish populations. Consequently, these populations have declined by 75% on reefs that are frequently harvested.  Supporting sustainable fishery initiatives which breed clownfish in captivity for the supply of local aquarium stores can prevent this overcollection.
It's now quite easy to breed and raise clownfish in captivity, and we currently have three species Amphiprion ocellaris (false clownfish), A. percula (orange clownfish) and Premnas biaculeatus (sumatran clownfish) in our research centre. Our clownfish pairs lay their eggs on a terracota flowerpot and we transfer these to a smaller breeding tank to raise the babies until they are big enough to give to aquarium stores.
We are developing a global clownfish captive-bred program with an identifiable Saving Nemo brand which is focused on eco-marketing and biotechnology, to eliminate the need for wild caught trade. Our focus areas include Indonesia, Philippines, China, Australia and the United States, which are the main countries involved in the wild-harvesting and importing of clownfish. Our logo at participating aquarium stores will tell consumers that by purchasing our captive-bred fish, they are helping to raise much-needed funds that will go directly to increasing our breeding facilities and supporting conservation and aquaculture research for sustainable ornamental fisheries.
 Rhyne, AL, Tlusty, MF, Schofield, PJ, Kaufman, L, Morris Jr, JA & Bruckner, AW 2012, 'Revealing the appetite of the marine aquarium fish trade: the volume and biodiversity of fish imported into the United States', PloS one, vol. 7, no. 5, p. e35808.
 Rhyne, Tlusty, Schofield,Kaufman, Morris & Bruckner, op. cit., p. e35808.