Our approach

Everyone wants a healthy future for our oceans. Our approach means everyone can play a part in that future while enjoying seafood, not avoiding it.

A sustainable seafood movement

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.  
The seafood you buy with the blue MSC label can be traced all the way back to a fishery that has been independently certified as sustainable.  

We believe that as more consumers, restaurants and retailers choose seafood with the blue fish label, demand increases. Greater demand encourages more fisheries to improve their sustainability so they too can be certified and sell their catch with the blue label.  
When supplies of sustainable seafood grow, awareness and commitments to sustainable sourcing also increase. We hope this circle of supply and demand will ultimately lead to sustainable seafood becoming the norm.  

All you have to do is look for the blue MSC label. Join the circle.  

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Underwater detailed shot of fish schooling

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.

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Close-up of frozen prawn, pollock and lobster products with the blue MSC label

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.

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