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Market-based instruments, such as ecolabelling, can incentivise sustainable fisheries management through improved market access and price premiums. However, such instruments are rarely used in small-scale fisheries in developing nations, where they are arguably needed the most. I this talk I will discuss how market-based instruments (ecolabeling and supply chain simplification) in conjunction with conventional management measures (e.g. size limits and Marine Protected Areas [MPAs]) were applied to a small-scale sea cucumber fishery in southern Manus, Papua New Guinea. Tribal fishery management occurred through a customary rights-based framework. In 2017 fishers who sold through their tribal cooperative had economic returns that were 240% greater than business-as-usual. Community-based management delivered mixed results – sea cucumber densities declined in two out of three monitored MPAs, but remained significantly higher than adjacent open areas. These results demonstrate that market-based instruments can be applied to small-scale sea cucumber fisheries for simultaneous economic and ecological gains.