The two organizations celebrate the start of Earth Month with a social media surprise for fans of Ben & Jerry’s popular Phish Food ice cream
Washington, D.C., April 1, 2024 – The Marine Stewardship Council (MSC) and Ben & Jerry’s joined forces this year with a social media surprise - just in time for April Fools’ Day and the first day of Earth Month. Ben & Jerry’s 1.5 million Instagram and 400.7 thousand TikTok followers were treated to the news that the fudge fish in the popular Ben & Jerry’s Phish Food ice cream was “o-fish-ally MSC certified sustainable”, complete with the MSC Blue Fish stamp of approval. The digital joke aimed to bring attention and awareness to the MSC’s mission to end overfishing and ensure wild seafood is fished sustainably. Both organizations participated in online commentary to discuss sustainable fishing and ultimately recognize the April Fools stunt.
Ben & Jerry’s is founded on principles of sustainability, and a long-standing belief that business can be a force for good,” said Chris Miller, Ben & Jerry’s Social Mission Director. “We believe sustainable food supply chains are critical for the preservation of our environment and a matter of social and economic justice. What better way to bring light to those efforts than by collaborating with like-minded organizations, like the Marine Stewardship Council, to showcase just how easy it can be for everyone to play their part.”
This unlikely and lighthearted collaboration comes during an important moment in time when new data from MSC shows American consumers’ desire to live more sustainably. To show shoppers how easy it is in their everyday shopping to choose blue, the MSC partnered with Vermont-based artist Jackson Tupper to create illustrations that aim to inspire shoppers to choose sustainable seafood.
“We are excited to partner with Ben & Jerry’s this Earth Month to bring awareness to environmentally sustainable seafood in a fun and creative way,” said Nicole Condon, MSC US Program Director. “During Earth Month and beyond, we want to spread awareness about how American consumers can make a meaningful impact simply by choosing products that have gone through a rigorous, third-party review like seafood products that carry the MSC Blue Fish label.”
During Earth Month 2024, MSC is taking even more steps to raise awareness for sustainable seafood with their I Choose Blue for a Healthier Planet campaign. During Earth Month this year, the MSC encourages consumers to consider why they “choose blue”. Is it to support ocean health? For their health and the health of their family? Every consumer may have a different reason for choosing sustainable seafood, but the MSC wants to remind them to Choose Blue on their way to the grocery store this Earth Month.
