This case explores the impact of the sinking of the Deepwater Horizon on various aspects of the seafood industry. Nielsen syndicated point-of-purchase scanner data for frozen fish, shrimp, and crab are used to gauge consumer response at several points during the event. Traceability systems for seafood harvested from both aquaculture production and capture fisheries are also discussed. The role of corporate environmental policies for seafood procurement is highlighted for Whole Foods Market. The case concludes with a discussion of British Petroleum’s historic settlement with the US government, five states adjacent to the Gulf of Mexico, and numerous local governments.