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Our approach

Our approach means everyone can play a part in safeguarding the future of our oceans and seafood supplies, while enjoying seafood.

A virtuous circle

When you buy a product with our blue fish label, you become part of a virtuous circle, helping to protect the productivity and health of our oceans.  

Here's how it works:

 

  1. Fisheries

    that meet the MSC Standard are independently certified as sustainable

  2. Retailers and restaurants

    choose MSC certified sustainable seafood

  3. A traceable supply chain

    assures consumers that only seafood from an MSC certified fishery is sold with the blue MSC label

  4. Consumers

    preferentially purchase seafood with the blue MSC label

  5. Market demand

    for MSC certified seafood increases

  6. More fisheries

    choose to improve their practices and volunteer to be assessed to the MSC Standard

Infographic showing how the MSC works with fisheries suppliers and retailer to encourage a more sustainable seafood market

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Underwater detailed shot of fish schooling

What is sustainable fishing?

Sustainable fishing means leaving enough fish in the ocean, respecting habitats and ensuring people who depend on fishing can maintain their livelihoods.

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Close-up of frozen prawn, pollock and lobster products with the blue MSC label

What does the MSC label mean?

The blue fish label is only applied to wild fish or seafood from fisheries certified to the MSC standard, a scientific measure of sustainable fishing.

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Our History

Sustainable Seafood, the first 20 years: a history of the MSC by the Press Association

Read the full story
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