Happy Shrimps is a program that sets a new benchmark for the ethical production of aquaculture in developing countries. Bad practices, lack of information and ignorance as well as miscommunication between North and South are some reasons. The reputation of the Bangladeshi shrimp sector within the last ten years is negative. The violation of food standards has regularly alarmed international authorities to ban the import of Bangladeshi shrimps. Today a lot of activities have been started to acquire a better image. A lot of campaigns have been launched to sensitize farmers, qualify producers and processors. Training and implementation of new methods have been successfully introduced. However Bangladesh is not yet on the mental map of international trade, not to mention consumers. Our perception is different. In that context 3p supports the production of bio-shrimps under ethical criteria in Bangladesh.