Our approach

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:


  1. Fisheries

    that meet the MSC Standard are independently certified as sustainable

  2. Retailers and restaurants

    choose MSC certified sustainable seafood

  3. A traceable supply chain

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

  4. Consumers

    preferentially purchase seafood with the blue MSC label

  5. Market demand

    for MSC certified seafood increases

  6. 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
Theory of change graphic
Description: MSC's theory of change describes how the program will contribute to the MSC achieving oceans teeming with life, and seafood supplies safeguarded for future.

Language: English
Date of issue: 05 September 2019

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.

Find out more
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.

Find out more
Our History

Our History

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

Find out more
  • '{{item.Image.Title}}', {{item.Image.Artist}}, {{item.Image.Description}}