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Welcome to our Marketing Resource Page where MSC partners can find our most up-to-date resources for promoting your commitment to MSC certified sustainable seafood and a healthy ocean.
Available to all MSC partners, these assets are designed to help you educate your customers about the MSC program and your company's commitment to sustainability. Not sure if your company has a partnership with the MSC? Reach out to your local MSC representative here.
To download most of the assets here, you will need access to the MSC Multimedia Library. If you don't have an account, sign up for one here.
What is the MSC Multimedia Library? Photo, video, and other assets are stored in the MSC Multimedia Library (MML). If you already have an account, you can log in here or, if you don’t, you can request access by filling out this short form.
Seafood recipes that are good for you and the ocean too
View our collection of resources (photos, videos, GIFs, web copy suggestions), and social media posts, and point of choice inspiration in the following toolkits.
Main toolkit for MSC partners to participate in our six-week Healthy Oceans Too campaign and plan for the year ahead.
Toolkit for MSC pet food & pet supplement partners to participate in our six-week Healthy Oceans Too campaign and plan for the year ahead.
Toolkit for MSC supplement partners to participate in our six-week Healthy Oceans Too campaign and plan for the year ahead.
The MSC leverages an established moment focused on healthy living to raise awareness of seafood that's 'Good for you and the ocean too.' We work with experts in seafood health to engage the public in a discussion about sustainable seafood. Assets developed for this campaign highlight ways everyday consumers can include more seafood in their diets to make a win-win choice for them and the ocean.
Browse our Healthy Oceans Too page for consumer-friendly language and campaign inspiration.
The MSC joins in on a global World Oceans Day movement, launching annually in early, ahead of World Oceans Day on June 8th. The campaign celebrates collective everyday actions, like choosing MSC certified sustainable seafood, that protect our one shared ocean and contribute to a Big Blue Future. The MSC works with partners, ambassadors, and other ocean advocates around the world to promote the mission all month long.
Browse our Big Blue Future page here for consumer-friendly language and campaign inspiration.
This month was initially created by seafood industry professionals to highlight a time of year when seafood sales are traditionally low, but it has since become a major opportunity for the MSC and our partners to highlight sustainable seafood and the many ways in which we can all enjoy it for generations to come! By working with culinary experts to develop recipes and engaging with MSC partners to highlight certified sustainable seafood products, we help consumers understand how easy it is to create meals that are a winner for dinner and the ocean too.
Browse the Seafood Month campaign page for consumer-friendly language and campaign inspiration.
March 8: International Women’s DayA day that highlights and acts as a focal point in the movement for women’s rights when we celebrate women in the seafood industry
April 22: Earth DayGlobal annual event created to support environmental protection
May 2: World Tuna DayEstablished by the United Nations to raise awareness of the importance of tuna fish
June 5: World Environment DayCreated by the United Nations – a day for encouraging worldwide awareness and action to protect our environment
October 8: World Salmon DayAn official holiday to celebrate the health, taste, convenience, and diverse benefits of the salmon species
Here, we've created a collection of MSC 101 resources that can be used to help educate your customers about what your MSC commitment means.
Feel free to use any of the following assets on your website, social media accounts, or printed materials to promote your commitment to MSC certified sustainable seafood.
Explore and share the MSC Blue Fish Guide to Sustainable Seafood to help your customers learn how to incorporate sustainable seafood into a balanced diet without negatively impacting our ocean. The Blue Fish Guide shows seafood eaters how to consume seafood mindfully, creating meals that are "good for you and the ocean too" and includes a guide to shopping for sustainable seafood in their local markets.
Below you’ll find some of the questions most commonly asked by seafood eaters and those looking to learn more about sustainability. Feel free to use them (either copied directly or rewritten to sound more like your brand voice) to help your customers understand why achieving MSC certification was important for your business and what it means to use the MSC blue fish label.
In the MSC program, sustainable seafood means that it was fished from stocks with health populations, with minimal impact on the environment, and in an area with effective, responsible management.
79% of Americans agree we need to protect seafood supplies for future generations and 64% believe we need to consume seafood only from sustainable sources to save the ocean (MSC GlobeScan Survey 2020).
MSC certified fisheries must meet all three principles of the MSC Standard: 1) healthy fish stocks, 2) minimal environmental impact, 3) good management in place to react and adapt to any new information or changing conditions. The program is voluntary and undertaken by a third party auditor.
Only seafood from fisheries that meet the MSC’s strict standard for sustainability can be sold with the MSC blue fish label. Companies who put the label on seafood packaging are part of a traceable supply chain and are audited annually to ensure proper protocols are being followed. The MSC Standards ensure that the seafood you purchase can be traced from your plate back to a certified sustainable fishery.
Traceability is the ability to track a product directly back to its point of origin. It goes hand-in-hand with sustainability as the best mechanism to prevent fraud and illegal products from entering the supply chain. It helps protect seafood eaters and the efforts of everyone working hard to keep our ocean healthy.
Seafood fraud is the term used when seafood is mislabeled (either accidentally or intentionally) and results in consumers expecting one type of seafood but receiving another. Studies have found that as much as 30% of seafood is mislabeled. With the MSC blue fish label, fraud and mislabeling are unlikely. MSC certified seafood products are kept separate from non-certified products and can be traced back to a certified sustainable source, so you know that the seafood you’re getting is the one listed on the label.
The MSC program is the only certification program of its kind to offer ocean to plate traceability through supply chain certification. The CoC Standard ensures that MSC certified seafood is kept separate from other seafood along every step of the supply chain, thereby ensuring its certified sustainable origin. Certified companies are audited by an independent accreditation body and subject to surveillance audits over the three-year period of a CoC certificate.
No. The MSC sets the standard for sustainable fishing, and then fisheries around the world can voluntarily enter the program to be assessed against the MSC Fisheries Standard by a third-party auditor.
Yes. The MSC program is open to any fishery regardless of its size, geography, or the fishing method used, so long as it is a wild-capture fishery.
By choosing seafood products with the MSC blue fish label you are directly supporting fishermen and organizations that take care of our ocean and are sending a signal to other fisheries to do the same.
No. Seafood certification and ratings programs are two reliable ways to identify sustainable seafood. Both serve important roles in driving a more transparent seafood supply chain and encouraging companies to make continuous improvements toward sustainability. They’re independent from seafood brands, retailers or restaurants, but work with them to keep them accountable and responsible.
The fish used in our products is sourced from MSC certified sustainable fisheries. These fisheries voluntarily undergo extensive review and annual audits that ensure they allow fish stocks to remain healthy, are minimizing impacts to the broader ecosystem, and use effective management that Is responsive to changes in the environment. Learn more by following @MSCbluefish.
Easy! Our fish is sourced from Marine Stewardship Council (MSC) certified fisheries, and their program only applies to wild-caught seafood, never farmed. Their ocean-to-plate traceability is the world’s most recognized standard for sustainable and traceable wild seafood. Lear more by following @MSCbluefish.
You’re welcome to directly copy the following social posts for your own channels or adapt the language to better match your company voice. Feel free to use images from the Multimedia Library or use your own. Just remember that when talking about your MSC commitment, your imagery needs to show only certified products/fisheries, and please link to @MSCbluefish.
When you see the MSC blue fish label on our products, you know….
…there’s so much to enjoy. From salmon to sea scallops, there are endless seafood options for today, tomorrow, and always.…you can cook with confidence. Rest easy knowing your fish comes from a certified sustainable source.…it’s always wild. MSC certified sustainable seafood can be traced back to a certified wild-capture fishery.…it’s "feel good fish". Your purchase supports fishermen and communities that take care of our ocean.
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Look for the blue fish label on our products to:
✓ Prevent food fraud✓ Combat overfishing and keep our ocean healthy✓ Promote transparency in supply chains✓ Support fishermen and fishing communities✓ Ensure a robust supply of seafood for future generations
#DYK that choosing products with the MSC blue fish label allows you to enjoy eating seafood with the knowledge you have made a positive choice to support well-managed, sustainable fisheries? Many MSC certified fisheries are pioneering new ways to protect the marine environment.
You may have noticed the MSC blue fish label on our products. This label indicates that our product is certified sustainable, wild, and fully traceable from ocean to plate. It’s important for us to know our oceans are healthy and full of fish, so you and future generations can continue to enjoy this delicious and nutritious food for years to come. Learn more about the work the MSC is doing by following @mscbluefish
When you enjoy [our seafood product] you can also feel good knowing that it’s MSC certified sustainable, so your purchase is supporting fishermen, communities, and companies that are committed to protecting our wild oceans. Learn more about the work the MSC is doing by following @mscbluefish
Keeping our oceans healthy and full of fish is important to us, and that’s why we work with @mscbluefish. This global nonprofit certification program works directly with fisheries and industry experts around the world to keep oceans healthy and prevent illegal fishing and seafood fraud. The MSC blue fish label seen on our product(s) makes it easy to choose sustainable, traceable, wild seafood that’s certified ocean-friendly.
We’re proud to partner with @mscbluefish, a nonprofit organization that works to safeguard the future of our oceans through sustainable fishing practices. By purchasing MSC certified [list product here], you’re doing your part to ensure our ocean remains healthy and full of fish for future generations to enjoy.
We choose certified sustainable fishing practices because we believe it’s the best way we can contribute to keeping our ocean healthy and full of fish. That’s why we are a proud partner of @mscbluefish and use the MSC certification label on our product(s).
January4: National Spaghetti Day15: National Bagel Day
February9: International Pizza Day & National Bagels & Lox Day14: Valentine’s Day20: Love Your Pet Day25: Clam Chowder Day
March4: Baked Scallop Day
April11: International Pet Day
May10: National Shrimp Day
June15: National Lobster Day18: National Go Fishing Day & National Sushi Day28: National Ceviche Day
September25: National Lobster Day
October4: National Taco Day17: National Pasta DayCanadian Thanksgiving
November6: National Nachos Day16: National Fast Food Day20: World Children’s Day24: Small Business SaturdayUS Thanksgiving
December5: World Comfort Food Day20: National Fried Shrimp Day
The following collections focus on a different fishery involved in the MSC program and contain assets like photos, videos, social copy, and more for your digital channels. Click on the links below to view the assets for each fishery or search by species in the multimedia library. You can also view our collection of international fishery stories here.
The MSC visited the Alaska Salmon fishery in the summer of 2019 to tell the ocean-to-plate traceability story of sustainable wild Alaska salmon through the lens of a fifth-generation Alaska native fisherman.
The MSC visited the Wild Alaska Pollock Fishery in Dutch Harbor, Alaska in 2017 to tell the story of different families involved in the fishery and why sustainability is important to them.
The MSC visited the West Coast Groundfish Fishery in 2017 to tell the story of a three-generation fishing family and their experience with the collapse and rebuilding of the fishery.
The MSC has an ever-growing collection of video assets that you are able to use on your website and social media channels. These videos can be embedded from YouTube by simply clicking the ‘share’ button on YouTube and then selecting the ‘embed’ option and following the prompts. Find even more videos on our YouTube channel.
Description: A 47-second video introducing the MSC ocean-to-plate model that can be used to explain to your customers what the MSB blue fish label means and why you put it on your products.
Required tags: @MSCbluefish
Sample captions
(1) Our products with the #MSCbluefish label are fully traceable back to a certified sustainable source. Learn more by following @MSCbluefish.
(2) You probably know how you like your fish prepared, but do you know where it came from? With the #MSCbluefish label, you can be sure it came from a certified sustainable source. Look for it the next time you shop for our products and learn more by following @MSCbluefish.
Use this video
-Embed from YouTube
Description: A brief introductory video for your customers to better understand who the MSC is and what we do.
(1) We’re proud to work with @MSCbluefish and have our products carry their certification of sustainability.
(2) Let’s talk about the ocean! It’s more important now than ever before to keep our oceans healthy and full of fish. That’s why we’re proud to work with the MSC, a global non-profit that works to reverse overfishing, keep oceans healthy, and protect our last major food source that’s truly wild: seafood. The #MSCbluefish label on our products indicates that our seafood comes from a certified sustainable, traceable, and wild source! Look for it next time you pick up our product and learn more about the MSC by following @MSCbluefish.
-Download from the multimedia library
Use the 15-second version
Description: This two-and-a-half-minute video provides an overview of Principle 1 of the MSC Fishery Standard: sustainable fish stocks, to help your customers better understand what sustainable fishing means. Part 1 of 3.
(1) The #MSCbluefish label you’ve seen on our products means that our seafood was sourced sustainably. One aspect of sustainability involves leaving enough fish in the ocean to continue to reproduce, so fish will continue to be available for generations to come. Learn more by following @MSCbluefish.
(2) What does ‘sustainably sourced’ mean? It means that our products with the #MSCbluefish label come from fisheries that leave enough fish in the ocean for future generations. Learn more by following @MSCbluefish.
Description: This video provides an overview of Principle 2 of the MSC Fishery Standard: minimizing environmental impact, to help your customers better understand what sustainable fishing means. Part 2 of 3.
(1) The #MSCbluefish label you’ve seen on our products means that our seafood was sourced sustainably. One aspect of sustainability involves minimizing the impact that fishing has on the environment and on other species (bycatch). Learn more by following @MSCbluefish.
(2) What does ‘sustainably sourced’ mean? It means that our products with the #MSCbluefish label come from fisheries that have minimal impact on the environment. Learn more by following @MSCbluefish.
Description: This video provides an overview of Principle 3 of the MSC Fishery Standard: good management, to help your customers better understand what sustainable fishing means. Part 3 of 3.
(1) The #MSCbluefish label you’ve seen on our products means that our seafood was sourced sustainably. One aspect of sustainability involves good management so that the fishery is able to adapt to any changing conditions and fishermen can continue fishing for generations. Learn more by following @MSCbluefish.
(2) What does ‘sustainably sourced’ mean? It means that our products with the #MSCbluefish label come from fisheries that have responsible and resourceful management systems in place. Learn more by following @MSCbluefish.
Description: This video tells the story of the people, passion, and hard work behind the Prince Edward Island Lobster Fishery in Canada and features MSC Ambassador Chef Charlotte Langley.
(1) Enjoying lobster this season? Our lobster with the #MSCbluefish label comes from a certified sustainable fishery, like this one on Prince Edward Island. Follow @MSCbluefish to learn more.
(2) Our lobster with the #MSCbluefish label can be traced back to a certified sustainable fishery. Follow @MSCbluefish to learn more.
Use the 1-minute version
Description: Get to know three boat captains that fish for wild Alaska pollock on the Bering Sea for one of the largest sustainable fisheries in the world: the MSC certified U.S. Alaska pollock fishery.
(1) Our pollock products with the #MSCbluefish label come from one of the largest certified sustainable fisheries in the world. Follow @MSCbluefish to learn more.
(2) Our pollock products with the #MSCbluefish label come from the cold waters of Alaska where fishermen work hard to ensure this resource is available for generations to come. Learn more by following @MSCbluefish.
Use the 15-second versions
Description: The story of a multi-generational fishing family in OR fishing in the MSC certified West Coast Groundfish Fishery.
Sample caption: When you buy our seafood with the #MSCbluefish label, you are supporting fishing families who work hard to ensure seafood is available for generations. Follow @MSCbluefish for more stories like this.
Description: Meet a fifth-generation Alaska native fisherman who fishes in the MSC Certified Alaska Salmon Fishery in Bristol Bay, Alaska.
(1) When you buy our seafood with the #MSCbluefish label, you are supporting generations of fishermen who work hard to ensure seafood is available for generations. Follow @MSCbluefish for more stories like this.
(2) When you buy our salmon with the #MSCbluefish label, you know you’re supporting fishermen like Emily to work hard to bring us the sustainable salmon year after year. Follow @MSCbluefish to learn more.
Description: A quick video tutorial on how to make a delicious halibut dish.
Required tags: @MSCbluefish, @ChefCharlotteLangley
Sample caption: Looking to get creative with halibut? Check out this recipe from #MSCbluefish Ambassador @ChefCharlotteLangley. Follow @MSCbluefish for more sustainable seafood tips.
Use the full-length version (4:42)
Description: A quick video tutorial on how to make a delicious cod dish.
Sample caption: Looking to get creative with cod? Check out this recipe from #MSCbluefish Ambassador @ChefCharlotteLangley. Follow @MSCbluefish for more sustainable seafood tips.
Description: A quick video tutorial on how to make delicious paella.
Sample caption: Looking to up your seafood game? Check out this recipe from #MSCbluefish Ambassador @ChefCharlotteLangley. Follow @MSCbluefish for more sustainable seafood tips.
Description: In this one-minute video, MSC Ambassador Chef Charlotte Langley demonstrates fast and easy cooking techniques she loves for pan searing three popular types of fish.
(1) Tentative about cooking fish? Dive in and learn how to pan sear three popular types of fish with @MSCbluefish Ambassador @ChefCharlotteLangley. #ChooseMSC #KeepItWild (2) Tentative about cooking fish? MSC Ambassador Chef Charlotte Langley provides a step-by-step guide to pan searing three popular types of MSC certified sustainable fish. Visit msc.org to discover more sustainable seafood recipes. @MSCbluefish @ChefCharlotteLangley #ChooseMSC #KeepItWild
Description: In this one-minute video, MSC Ambassador Chef Charlotte Langley demonstrates fast and easy cooking techniques she loves for oven roasting three popular types of fish.
(1) Build up your culinary confidence cooking seafood! Dive in and learn how to oven roast three popular types of fish with MSCbluefish Ambassador @ChefCharlotteLangley. #ChooseMSC #KeepItWild #FeelGoodSeafood
(2) Build up your culinary confidence cooking seafood! MSC Ambassador Chef Charlotte Langley provides a step-by-step guide to oven roasting three popular types of MSC certified sustainable fish. @MSCbluefish @ChefCharlotteLangley #ChooseMSC #KeepItWild #FeelGoodSeafood
All the assets in all our toolkits are designed to be evergreen, so please feel free to browse outside of the designated campaign timeline and adapt to your needs. Just be sure to send any adapted creative to NAmarketin@msc.org for review.
Working together to protect our ocean: Good for you and the ocean too
View our collection of resources (photos, videos, GIFs, web copy suggestions), and social media posts, and point of choice inspiration here.
World Oceans Day 2020: Little Blue Label, Big Blue Future
Overview: This toolkit was developed for World Oceans Day 2020, but the assets in here are intended to be evergreen. If these assets work for you, you are welcome to use them any time of year to promote your commitment to certified sustainable seafood.
Theme: Choosing the MSC blue fish label when purchasing seafood is just one of many small everyday actions you can take to build a #BigBlueFuture.
Visit our #BigBlueFuture page to learn more and download the toolkit to incorporate these assets into your content calendar or begin planning head for World Oceans Day 2021.
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