The MSC theory of change means everyone can play a part in safeguarding the future of our ocean and seafood supplies while enjoying seafood.
A virtuous circle
When you buy a product with the MSC blue fish tick label, you become part of a virtuous circle helping to protect fish stocks and ensure a healthy ocean. We call this the MSC Theory of Change.
The MSC Theory of Change:
- Fisheries that meet the MSC Standard are independently certified as sustainable
- Retailers and restaurants choose to sell and serve MSC-certified sustainable seafood
- A certified supply chain assures consumers that only seafood from an MSC-certified fishery is sold with the MSC blue fish tick label
- Consumers preferentially purchase seafood with the MSC blue fish tick label
- Market demand for MSC-certified seafood increases
- More fisheries choose to improve their practices and volunteer to be assessed to the MSC Standard
Find out more
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.
What is the MSC blue fish tick label?
The MSC blue fish tick label is only applied to wild fish or seafood from fisheries certified to the MSC standard, a scientific measure of sustainable fishing.
Our History
Sustainable Seafood, the first 20 years: a history of the MSC by the Press Association