Pacific herring, as forage fish, provide a vital ecosystem service within marine food webs, as well as economic benefits to BC’s commercial herring industry and cultural benefits to coastal Aboriginal communities. Building on innovative participatory research in Haida Gwaii, this project will identify the values of BC herring industry stakeholders and their preferences for management. Debates about a fishery’s management typically ignore such normative considerations, focusing instead on descriptive biological and economic indicators, such as fish biomass and profit.