Current stocks of tuna in the Western and Central Pacific tuna fishery are in danger, with overfishing of high valued ‘sashimi’ species in particular. The implementation of a new harvest target, maximum economic yield (MEY), can reverse this trend. MEY guarantees a sustainable harvest that maximises returns from the fishery. This requires the rebuilding of tuna stocks, which in turn implies a lower cost of fishing and higher returns in the future. The result is a win-win: more fish and more profits. The gains from following an MEY target are considerable with billions of extra profit on offer.