Abstract in Undetermined Ecological, economic, and social sustainability has been prioritized by the European Union in its proposal for a reformed Common Fisheries Policy (CFP), but it is recognized that there is a lack of knowledge concerning the objectives of these three aspects. Addressing the issue of how these objectives are given meaning as policy is being articulated, two Swedish seminars where fisheries' stakeholders discuss the proposal for a reformed CFP are analyzed. The analysis shows how fish become defined as a specific kind of resource and how their status as a resource is framed as a moral issue. Once morally charged the resource is subjected to valorization through economic modeling. As a result, the potential for sustainability in fisheries becomes conditional upon the creation of new markets.