Vote for your Best Sustainable Seafood Brand 2025 and you could win a $250 supermarket Gift Card of your choice.
Each year we recognise organisations and individuals making a significant contribution to ensure we have fish forever.
This award recognises a sustainable seafood brand that is a trailblazer in supporting healthier oceans.
Please vote for the brand that demonstrates leadership in positively impacting the ocean and a long-term commitment to sustainable seafood sourcing and UN SDG 14 Life Below Water.
Which brand will you choose?
Take a look at the brands and then vote in the form below.
- Birds Eye
- Bluewave
- Coles
- Fremantle Octopus
- I&J
- Skull Island
Look for the MSC blue fish tick label when shopping for seafood
Seafood with the MSC blue fish tick label comes from a well managed and sustainable fishery.
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Birds Eye
Birds Eye is an iconic supermarket freezer brand, a staple in Aussie homes since the 1940s.
The Birds Eye brand is committed to sustainable and responsible sourcing. Our mission is to continue to provide Australians with sustainably sourced, convenient, affordable, and nourishing food from planet to plate.
Birds Eye has long been associated with an innovative and pioneering spirit. This spirit extends to our sustainability practices, as we continue to challenge ourselves to improve the sustainability of our seafood sourcing.
Over the past 3 years, the proportion of certified sustainable products under the Birds Eye brand has increased by +10PP from 80% to 90% certified.
Birds Eye is proud that over 90% of our fish products sold are certified sustainable, to either MSC or ASC standards. We will continue to work with our partners to improve the sustainability of our products and packaging.
Our commitment to our responsible sourcing policy as a brand and as a company means that we are positively contributing to the future health of seafood sourcing, so that fish stocks can continue to be healthy, productive, and resilient, for years to come.
Bluewave
KB Seafood Company Launches Bluewave: Australia’s First Fully Sustainable Seafood Food Service Value Added Range
KB Seafood Company is proud to launch Bluewave, the first food service brand in Australia to offer a fully sustainable range of crumbed and battered seafood. Our 26-product range supports pubs, clubs, restaurants, and local fish and chip shops in promoting sustainability on their menus.
Highlights of the range include:
- 8 MSC-certified products.
- 1 ASC-certified product.
- 8 responsibly sourced items using BAP-certified materials.
- 9 FIP-assessed products rated A, B, or C.
Bluewave reflects our mission to empower communities with sustainable, innovative seafood solutions while leading the industry in eco-friendly practices. Our goal is to transition our value-added seafood range to fully MSC or ASC-certified products, aligning with our commitment to a healthier planet.
The launch was celebrated at the Fine Food Show in Melbourne (September 2024), where we engaged customers through product sampling and discussions. We’ve also invested in digital platforms like LinkedIn, Instagram, and Facebook to promote our products and partnerships with organizations like MSC and ASC.
Bluewave marks a major step forward for sustainability in Australian food service, setting new standards for innovation and responsibility.
Coles
In 2015, Coles became the first (and only) supermarket in Australia to offer MSC certified seafood at its fresh seafood counters, building on its existing range of MSC certified canned and frozen Own Brand products.
Currently, Coles offers 59 MSC certified products in its Own Brand range, the largest Own Brand range of any Australian supermarket, and in May 2024 announced the transition of its entire Own Brand canned tuna range to MSC certified sources, with some products becoming available for purchase in late 2024 - another Australian supermarket first.
Coles promotes its MSC products at every opportunity, and its spokespeople talk proudly about its partnership with the MSC and its global network of certified suppliers and fisheries.
In recognition of these efforts, Coles has won the ‘Best Sustainable Seafood Supermarket’ award at the annual Sustainable Seafood Awards for a record 6 times and is hoping to repeat this achievement again in 2025!
Fremantle Octopus
Fremantle Octopus is the world’s largest producer of Marine Stewardship Council (MSC) certified sustainable Octopus and is recognised as the octopus of choice by the world’s best chefs and premium retailers including Whole Foods Market USA, Harrods in the UK and Coles in Australia.
An all-natural seafood superfood with ocean to plate traceability, highly sought after by today's health-conscious and environmentally aware consumer who want something good for them, and good for the ocean too.
I&J
The I&J brand has over 100 years of Seafood experience, and a strong brand presence in Australia across the Foodservice channel. At I&J we deliver quality seafood that is accessible and responsibly sourced, to ensure that we support our oceans into the future.
We are committed to delivering the best tasting fish our customers can rely on every time. Sustainability is vital to maintaining the future health of seafood sourcing and is significant for the future of our I&J brand – as it is important to our consumers, it is becoming increasingly more important to our Foodservice customers.
Over the past few years, the proportion of certified sustainable products under the I&J brand has grown from 53% to 72%. The I&J brand has championed sustainability within the Foodservice channel - we have implemented an internal Seafood education program that empowers our team members to share information with our customers.
Through all our communication platforms, we are proudly transparent about our commitment to sustainability. We feature the MSC label on packaging where relevant, highlighting our ongoing support and commitment across our Seafood range. Our goal is to continue to work with fisheries and support them to become certified into the future.
Skull Island
Our fishery is proudly certified to the MSC's standard for a well-managed and sustainable fishery, and Carbon Neutral by Climate Active, making it the only prawn fishery globally to hold these prestigious certifications. This dual recognition highlights our commitment to protecting marine ecosystems and addressing climate change.
Australians are increasingly seeking products that contribute to a healthier planet. Through an extensive marketing and communication campaign, we’ve not only introduced Skullies to homes nationwide but also delivered an impactful message about the importance of sustainable fishing.
Sustainability is embedded in our DNA. Fishing in a wild environment is a privilege, and we are dedicated to preserving it for future generations. By making sustainability accessible, we empower the public to make informed choices that support healthier oceans.
Vote and win
Vote for your Best Sustainable Seafood Brand and opt-in for your chance to win a $250 Gift Card for either ALDI, Woolworths or Coles.
By voting in the MSC Sustainable Seafood Awards Australia (the Awards), you agree to be bound by these terms and conditions. The Marine Stewardship Council (MSC) is the organiser of the Awards.
By entering the prize draw (the Prize Draw), you agree to be bound by these terms and conditions. The Marine Stewardship Council (MSC) is the Promoter of the Competition.
1. You may only vote and enter the prize draw once.
2. The brand with the most votes over 500 wins the MSC Best Sustainable Seafood Brand 2025 award.
3. To vote and enter the prize draw you must complete the online form and submit. Entries to the prize draw are open to persons residing in Australia, aged over 18 years only. Directors, officers, management, employees and other staff (and the immediate families of directors, officers, management, employees and other staff) of the Promoter are ineligible to enter. By entering, you confirm that you meet the above eligibility criteria. There is no cost to enter.
4. Voting opens 1 February at 00:01 am AEDT and the closing date for votes is Friday 14 February 2025, 11:59 pm AEDT.
5. Votes and entries to the awards and prize draw using bots or any other form of automated means are not allowed and will be disqualified.
6. The decision on the award and prize draw winner is final and no correspondence will be entered into.
7. You must opt-in to enter the prize draw. One winner will be picked at random and notified by Friday, 21 February 2025 using the email provided upon entry by the entrant. If there is no response from the winner by Friday, 28 February 2025 another winner will be selected at random from the remaining entries. The winner can choose a $250 Gift Card for ALDI, Woolworths or Coles. There is no alternative prize or equivalent cash value. Gift card expiry dates and terms and conditions apply. By entering the Prize Draw, you agree to the Promoter using your name in relation to the Prize Draw should you win in its communications, including but not limited to the Promoter's website, social media presences, internal communications channels, media releases and public reporting.
8. The MSC reserves the right to change the dates or cancel the Awards and/or Prize Draw or to amend these terms and conditions, without prior notice.
9. We may use your email address to notify you of the winner or ask you a question about your entry. If you opt-in to receive email marketing from the MSC, here's an example of what you can expect to receive.
10. The MSC accepts no responsibility for failed delivery of a vote or entry to the prize draw. You are welcome to check that we have received it by emailing [email protected].
11. These terms and conditions are governed by and will be interpreted in accordance with the laws of the Commonwealth of Australia, and the Courts of the Commonwealth of Australia will have exclusive jurisdiction.
12. Privacy: The MSC may collect personal information from you (such as your name, home/business address, and email) for the purpose of facilitating your participation in the Awards and the prize draw. It may be provided to MSC partnered delivery agents to assist with the public communications of the Awards.
13. Data controller: The Marine Stewardship Council is the data controller and will store and process your data in line with our privacy policy.
Last updated: 30 January 2025
Make a Super Seafood Choice
When you make a Super Seafood choice, you're choosing seafood that comes from an ASC-certified farm or an MSC-certified fishery.