Environmental group WWF, seafood processors and retailers called for reform of Europe's fisheries policy to save disappearing fish stocks in EU waters.
The coalition believes making the Common Fisheries Policy more sustainable is a business and conservation necessity, as the existing scheme has led to overfishing and a failure to maintain healthy fish stocks.
WWF has teamed up with the EU fish processors' association AIPCE and Eurocommerce, which represents retail, wholesale and international trade interests to the EU to push for solutions to the crisis facing European seas in the upcoming reform of the CFP.
The alliance wants to see "political" quotas for different fish stocks replaced by mandatory long-term management plans, firmly based on the science, for all EU fisheries by 2015.
And they want to have stronger regional management of fisheries, with local interests helping to develop the long-term plans for their area.
Fisheries policy should avoid waste - such as fish caught as "bycatch" and discarded - and ensure stable supplies of seafood. The alliance also said strong European standards should apply wherever EU vessels fish.
Sally Bailey, head of fisheries and seafood and WWF-UK, said: "In the last decade, we have seen huge steps by the seafood industry towards sustainability.
"We are united in a desire to bring European fisheries back to wide-scale health and prosperity, and to do this we must change the current, ineffectual way our fisheries are managed.
"Today's alliance already represents a very significant portion of the supply chain from the processing and trading sector and the retail sector, and from the North Sea to the Mediterranean.
"Sustainability is a conservation necessity and a business necessity today."
Richard Luney, wild fish and aquaculture manager for Marks & Spencer, said the company was committed to ensure fish stocks and fishing communities were protected.
"The reform of the Common Fisheries Policy offers us a once-in-a-decade opportunity to influence how our fisheries are managed, and we are keen to play an active role alongside WWF to ensure sustainable fish remains on our shelves."