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Sustainable Fishing Means More. More joy from a good catch. More nutritious meals. More for local economies. More colour in our ocean. More wonders to discover. And given that sustainable fishing practices could provide the world with 16 million more tonnes of seafood each year, it also means more fish.

Little blue label, big blue future

The little choices we make have a big ripple effect.

The Hoki we tuck into can help encourage ocean-friendly fishing. The shellfish we share with friends can help safeguard a species. The fish fingers we cook for our kids can help protect a whole ecosystem. The tuna we enjoy can support livelihoods and communities.

Make sure there's enough fish in the sea for the next generation. For a future full of fish, choose seafood with the blue fish tick.
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Learn about sustainable fishing in New Zealand

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Find the blue fish tick on seafood at your local supermarket

You'll find sustainable seafood with the MSC blue fish tick label on a range of tinned and frozen seafood at your local supermarket. From tinned tuna, salmon and kippers to frozen breaded fish, fish fillets and prawns. Even cat food!
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Get cooking with sustainable seafood

What you put on tonight’s menu can define what’s on tomorrow’s. When you see the blue fish tick, you’re choosing sustainable seafood that will preserve our ocean – so future generations can enjoy the same delicious meals we do.

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Inspire the next generation of ocean heroes

Support the UN Ocean Decade aim of inspiring a generation of ocean leaders by 2030. 

Promote ocean literacy with our Te Kawa O Tangaroa resources - an ocean-centred learning programme focussed on solutions to overfishing and how we can keep our ocean teeming with life.

Te Kawa O Tangaroa - Ocean centred learning

Together, the MSC and its partners are promoting ocean literacy in schools and to the public. Visit our partners to find out more:

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When is Sustainable Fishing Means More New Zealand?

Aotearoa New Zealand is a proud nation of seafood and ocean lovers. As Kiwis, we demand a sustainable future and we are willing to act on it.

Sustainable Fishing Means More New Zealand is year-round. After all, our ocean needs protection more than ever!

Despite this, there are some key dates around the year to focus on a Big Blue Future, such as:

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Ways you can help protect our ocean