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The MSC approach means everyone can play a part in protecting the future of our oceans and fish stocks, while enjoying seafood, not avoiding it.

Our theory of change

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:


that meet the MSC Standard are independently certified as sustainable

Retailers and restaurants

choose MSC certified sustainable seafood

A certified supply chain

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


preferentially purchase seafood with the blue MSC label

Market demand

for MSC certified seafood increases

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

Evidencing our Theory of Change

Research published in December 2021 provides evidence for our Theory of Change. The study shows that market-based incentives like the MSC’s, have an important role to play in the sustainable seafood movement. It can deliver social and economic benefits to seafood industry partners, providing an incentive for environmental outcomes. 

Find out more

What is sustainable fishing?

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.

What does the MSC label mean?

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.

Our History

Our History

Read a specially commissioned history of the MSC’s first 20 years, including the highs, lows and breakthroughs.