Sir Richard Branson and recently retired basketball star Yao Ming have taken the fight against eating shark fins to China, where consumption of the traditional delicacy is soaring despite efforts to ban their use and trade.
China's Yao and Sir Richard made an appeal in Shanghai against the consumption of shark fins to a group of 30 of China's richest and most influential businesspeople.
The event was sponsored by the conservation group Wildaid.
Despite moves to ban the trade and consumption of shark fins in California and elsewhere, 95% are consumed in China.
Yao said that as he gets used to retirement, he is using his time to campaign against the slaughter that is taking some shark species close to extinction.