Current uses for commercially caught fish from the Great Lakes only capture a small fraction of the full potential value of each fish. Overall, the Great Lakes commercial fishery is a tremendously undervalued and underutilized asset.  Iceland pioneered the “100% fish” strategy that has rejuvenated and expanded its fish-dependent economy. The Iceland Ocean Cluster works across business sectors to maximize the beneficial use of the entire Icelandic cod (hence “100% “). As a result of this effort, the utilization rate of the Icelandic cod has increased from 40% when utilization was almost exclusively filets for human consumption (similar to most Great Lakes fish today) to more than 90%, including high-value byproducts such as skin and collagen that are processed into a variety of food and non-food products, raising the value of each fish from about $12 to $3,500. Significant benefits could similarly flow from greater utilization and reduced waste of the Great Lakes commercial fish catch.  The initial focus for the 100% Great Lakes Fish project is whitefish.