Marine Stewardship Council

Transforming Seafood Markets to Create a Sustainable Marine Environment

The MSC runs an eco-labelling project which offers a unique solution to the increasingly serious threat of fish stocks collapsing around the world, through market transformation of the global seafood industry. The label provides a pioneering market-driven tool designed to achieve a healthier future for marine resources and for the communities which depend on those resources.

history Campaign has now closed

It ran from 4:38 PM, 26 April 2013 to 4:38 PM, 26 April 2013




  • Environment/ConservationEnvironment/Conservation


  • Children (3-18)Children (3-18)
  • Older PeopleOlder People
  • Women & GirlsWomen & Girls
  • Young People (18-30)Young People (18-30)
  • OtherOther



We are faced with an urgent ecological imperative, arguably the second most critical environmental threat to the planet after climate change. In 2006 ‘Science’ magazine published a report predicting that if the fishing industry continues with a ‘business as usual’ approach in its management practices, this will result in the collapse of all commercial fish-stocks by the year 2050. But there is a genuine prospect that the global seafood market can be changed so that the industry can have a sustainable future. The groundswell of opinion in favour of using consumer and industry purchasing power to influence the behaviour of producers is growing fast. We are seeking funding to help us move towards a ‘tipping point’ where the MSC’s presence and profile in the market place creates a self-sustaining momentum of ‘supply push’, as more and more fisheries come forward into the assessment process and ‘demand pull’, as the commercial sector increasingly demands sustainable seafood choices in their purchasing decisions, to meet their customers’ growing demands and expectations. As consumers increasingly focus on the health benefits from eating more fish, consumption and demand for seafood continues to rise. Now that the MSC has been able to achieve such success in terms of creating more certified supply through its hard work with key fisheries we need more funding to engage with consumers and key market operators (retailers and suppliers) so that they can drive the program forward from the demand end, which will in turn encourage other fisheries to step forward and so on. At the heart of the project’s approach is the MSC Standard, the only internationally recognised set of principles for measuring the management and sustainability of the world’s fisheries. It comprises three measurable principles: the condition of the particular fish stock; the impact of the fishery on the wider marine ecosystem; and the robustness of the fishery’s management systems. Fisheries that meet the MSC Standard are entitled to distinguish their products in the marketplace using the MSC logo, and major retailers and seafood processors worldwide are increasingly demanding fish that bear the MSC label. This demand not only rewards producers from certified fisheries who are already fishing wisely; it also creates market pressure on more poorly managed fisheries to work towards achieving certification to increase sales and ensure their own sustainability.