MSC in Europe
Europe: market overview
Europe offers the most developed market for MSC-labeled seafood, characterised by consumers who are concerned about seafood sustainability and an active, engaged retail sector offering a wide choice of MSC products. The UK, Germany and Netherlands are the countries where consumers can find the greatest choice of MSC-labeled products but Austrian, Swedish and Swiss shoppers are also discovering more sustainable seafood products. Since 2008 the MSC has increased its presence in southern European markets. This has been led by France, where 126 products were available in June 2009, and the first Spanish- and Italian-made seafood products were also hitting the shelves.
Certified fisheries
Several European fisheries have been certified sustainable and meet the MSC standard, and many more are in full assessment. Small-scale fisheries like the Hastings Dover sole or the Lake Hjälmaren pike perch have benefited from certification and in some cases have opened new markets. This is also true for larger European fisheries, especially in the pelagic sector (herring and mackerel). European seafood buyers are keen to buy from independently certified fisheries as this gives them a reassurance that they are sourcing from a credible, sustainable source. Norwegian fisheries have been particularly successful: North sea and arctic saithe, Domstein cod and haddock, and Norwegian herring fisheries are now all benefiting from MSC certification. See our map of all MSC certified fisheries for more information.
Supply chain
Business-to-business seafood companies, certified for Chain of Custody, form the backbone of the supply chain, trading MSC-certified fish 'from boat to plate'. European companies are involved in every aspect of seafood processing and preparation, including heading and gutting fresh fish, filleting, freezing, processing and packaging. All companies go through a certification process to prove they have high traceability practices in place to ensure only fish from certified fisheries are rewarded with the MSC ecolabel. The supply chain also plays a major role in bringing innovation to the market and some companies have experienced great success thanks to their early engagement with the MSC program. Use our Find a Supplier search to find a European company that offers the product you want.
Retail and brands
More than 35 European retailers already offer MSC-labelled seafood across a wide range of fresh, frozen, canned, smoked, chilled products, ready-meals and numerous fishmongers are MSC certified, especially in the Netherlands. Throughout Europe, the dominant brands for frozen fish have switched to using a wide range of MSC-labelled fish and are reaching millions of consumers through a vast network of retail outlets. The increasing availability of oil-rich species like wild salmon, herring, mackerel and tuna have encouraged seafood brands to launch MSC-labelled canned products, and this trend is likely to grow. With more European fisheries engaged in the MSC program and producing fish for the fresh market, the range of fresh fish is close to a dozen species (cod, saithe, haddock, nephrops, cockles, pike perch, Dover sole, plaice, sea bass, maatjes herring, mackerel and mussels). Retailers, fishmongers and brands are important partners for the MSC as they are in a great position to provide information, assistance and advice direct to consumers.
Foodservice and restaurants
Chefs throughout Europe are looking beyond price and quality when choosing fish for their menus and the MSC makes this easy. Foodservice providers in the UK, Germany and Sweden were the first to spot this opportunity and offer the ‘MSC solution’ to the catering and restaurant sector. From school canteens to Michelin-starred restaurants and fast food chains, the MSC label can now be found on menus and marketing materials, especially in the UK thanks to the Fish and Kids project.
Find out how your company can get involved in the MSC program.
