Fish Forever

When you choose seafood with the blue fish label or the green fish label, you're choosing a future full of fish forever.

Making smart shopping choices

Whatever you do. If you choose from these two it'll be good for your health and the planet too. For oceans, for people and for fish forever. When next you shop make a decision that's clever. Choose the green or blue label to make the future better.

Fish Forever

For Fish Forever

Choose green or blue for fish forever

When you choose seafood with the blue fish label or the green fish label, you're choosing a future full of fish forever.

Choose blue

For sustainably caught wild seafood.

Choose green

For responsibly farmed seafood.

Should we eat farmed or wild seafood?

We must rely on responsibly farmed and wild sustainable seafood to feed a growing world population, maintain livelihoods and communities while minimising environmental and social impacts.

Should we stop eating fish?

Seafood is a climate-friendly low carbon animal protein. If we were to stop eating fish that protein demand would shift to land-based sources which would lead to higher carbon emissions, deforestation and water shortages. Seafood supports millions of livelihoods and their communities. We can all make a difference by making mindful purchases that support sustainable and responsible practices and by reducing food waste. Read more about why we shouldn’t just stop eating fish.

Working together for a better future

The Aquaculture Stewardship Council (ASC) and the Marine Stewardship Council (MSC) share a common heritage and vision that global seafood supplies should be sustainable, responsibly managed and supported by secure supply chains. The MSC’s focus is sustainable capture of wild seafood and the ASC sets standards for responsible aquaculture.

The MSC and ASC labels explained

Sustainable Seafood Guide

Where to buy, what to look for and the questions to ask.

Find out more