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
![How the MSC works with fisheries, suppliers and retailers to encourage a more sustainable seafood market](/images/default-source/msc-english/graphs/theoryofchange_infographic-01.tmb-large1920.png?Status=Master&Culture=en&sfvrsn=5f3629b8_2)
Find out more
![What is sustainable fishing?](/images/default-source/msc-english/spotlights-500x500/what-is-sustainable-fishing-option-3---header-spotlight61d38437-affe-4587-9f01-e4ca21a58757.tmb-medium500.jpg?sfvrsn=e5233292_1)
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?](/images/default-source/msc-english/spotlights-500x500/rs4714_20161126_lidluk_04-spot.tmb-medium500.jpg?sfvrsn=f1a822d1_1)
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