Seafood for future generations
The MSC Annual Report 2017 - 18

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MSC Annual Report 2017-18

Our ocean is in trouble. We urgently need to scale workable
solutions to deliver sustainable fisheries and resilient
marine ecosystems. The attainment of SDG14’s targets isessential to the ocean’s future well-being. I welcome MSC’slatest initiative to engage with and help fisheries in the
global south, and to invest in new scientific research that
could benefit many fisheries around the world.
Peter Thomson, the UN Secretary General’s Special Envoy for the Ocean and Co-Chairof the Friends of Ocean Action

Cover image: European Lobster © Tony FitzsimmonsContents image: Maldives pole and line tuna fishing © David Loftus

Contents

Contents
Messages from our Chief Executive and Chair

5

Chain of Custody

26

Overview

72020 Leaders for a Living Ocean

28

Growth in the MSC program

9

Sustainable seafood getting big in Japan

30

Making an impact

10

MSC labeled products

32

Current work in the developing world

12

20 anniversary campaign

34

Tuna stakes

14

Partner campaigns across the world

36

Newly certified fisheries

16

Consumer insights and education

38

Continued commitment

18

Upholding our Standards

40

Fishery firsts

20

Our funding and finances

42

Suspensions

22

The MSC’s governance44

A pathway to sustainability

24

th

3

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MSC Annual Report 2017-18

A message from ourChief Executive
Last year, millions of people marvelled
at the wonders of the BBC’s Blue
Planet – and the ocean was on thepolitical agenda like never before.
The first ever UN Ocean Conference
took place in June 2017, bringing
together more than 4,000 participants and drawing over
1,400 commitments from governments, business andcivil society toward protecting and restoring the ocean.
This was followed in November by the Our Ocean conference,
hosted by the EU in Malta, which brought a further 433
tangible commitments, including financial pledges worth€7.2 billion.
These high-level events showcased the widespread
determination to deliver Sustainable Development Goal 14,
on conserving and sustainably using the oceans, seas andmarine resources for sustainable development.
At the heart of this is addressing unsustainable fishing.
This is an urgent challenge at a time when a growing global
population needs sustainable, low-carbon protein morethan ever – yet a third of fish stocks are overexploited,
and the ocean faces unprecedented threats from global
warming, acidification and plastic pollution.

Over the last 20 years, the MSC has shown that it can bea part of the solution. We have demonstrated a conceptthat works: catalysing change on the water by building amarket for sustainable seafood, certified to a robust andcredible standard.
As a result, the MSC has become a prominent voice in theconversation on ocean conservation, and I was privileged
to be part of last year’s ocean conferences. At Our Ocean
2017, we announced our goal to engage 20% of the global
marine catch in our program by 2020 – and, excitingly,
27 leading companies in the seafood supply chain madetheir own commitments on how they would contribute tothis. These “2020 Leaders for a Living Ocean” personify
the way that our partners are taking the MSC concept andmaking things happen.
Reaching 20% of the global marine catch by 2020, and 30%
by 2030, is an ambitious aim, but it reflects the scale of thechallenge we face. We unashamedly want to scale the MSC
program – not for its own sake, but because MSC certification,
through the engagement and leadership of our partners, isa driver and an indicator of positive change. Our ever-growing
body of evidence, documented in our Global Impacts Report,
contains more than 1,200 examples of positive impacts
that certification has brought.

We want to see more such impacts in more fisheries –particularly in developing countries, where fisheries arevital to food security and livelihoods but certification can
be challenging. At the same time, we will never take our eye
off the ball in ensuring that our Standard remains robust andrigorous, and that it provides value for our partners.
The stories contained in this year’s Annual Report show
some of the progress that the MSC and our partners havemade as we work toward our shared goals. I would like tocongratulate everyone who has contributed to theseachievements, and to thank you all for your continued
support. Together, we can safeguard seafood supplies
and ensure a healthy future for our ocean.

Rupert Howes,
Chief Executive

Messages from our Chief Executive and Chair

5

A message
from our Chair
Over the last 20 years, the MSC has
proved that it is a force for the good of
the ocean. The demand for certified
sustainable seafood has led to real
improvements in the way fisheries
are managed, in the populations oftarget species, to ocean research, andto marine ecosystems. And we are determined to continue
to play our part in ensuring the survival of the world’s oceans
and the fish stocks that provide food and livelihoods forso many people.
The MSC has always been a multistakeholder organisation.
It is our stakeholders – from the catch sector, from along
the seafood value chain, from environmental NGOs, fromthe world of science – who set our agenda. This is, I believe,
our greatest strength. But it is also a constant challenge.
All of us connected to the MSC share the same vision – ofoceans teeming with life and seafood supplies safeguarded
for this and future generations. But there are, of course,
differing views about how best to achieve this.
As the scope of what we do has increased, the issues weface have become increasingly complex. From certifying
the sustainable management of specific fish stocks, ourStandard has strengthened requirements which encompass
impacts on other species and the wider marine environment,
and begun to address social and labour-related concerns.
We are also focusing increasingly on the global south,
where fisheries governance and science tend to be weaker,
presenting significant new challenges.
Taking on board the inputs and balancing the sometimes
competing demands of all our stakeholders is inevitably aslow, lengthy process. Running a rigorous and robust
certification system that different stakeholders can buy into
requires us to adhere to many rules and procedures, and tosecure agreements at every step. This can be frustrating attimes, but has proven beneficial in the long run.
We have overcome many difficulties during our first 20 years,
and we are stronger for having worked through them
together. Following a review of our governance processes,
this year we put together a new Stakeholder Advisory
Council (STAC) to replace our existing Stakeholder Council.
As a smaller, more streamlined body the STAC will interact
more closely and proactively with our Board. At the sametime, they will be able to interact with a much broader
group of stakeholders by setting up diverse working groups.
This will enable stakeholders to participate more fully inour decision-making.

The Board remains tremendously grateful for the time, effort
and expertise that all our stakeholders have put into the MSC
over the years. You have made the MSC what it is today, andwe rely on you to ensure it remains a powerful force for thegood of the ocean tomorrow.

Werner Kiene,
Chair of MSC Board of Trustees

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MSC Annual Report 2017-18

Looking back,looking forward
We want future generations to be able toenjoy seafood and oceans full of life, forever.

we can transform markets and incentivise
even more fisheries to improve.

In 2017, we celebrated our 20th anniversary.
It was a time to look back on how the MSC
has progressed from a bold idea to a provenconcept driving positive change across theoceans. But it was also a time to lookforward, as we launched our new strategicplan outlining how we plan to build on what
we’ve achieved so far.

This year, once again, we’ve seen major
fisheries achieve certification for the firsttime and seen new species become
certified. Importantly, we’ve also seen
many fisheries demonstrate their continued
commitment and improvement by
successfully becoming recertified to our
updated Standard.

Our goal is to have 20% of the global marine
catch coming from fisheries that are MSC
certified or closely engaged with the MSC
program by 2020. Being closely engaged
with our program means being either in theprocess of being assessed, or using our tools
to work toward meeting the MSC Standard.
Beyond that, our aspiration for 2030 is tohave 30% of the global marine catch either
certified or engaged in the MSC program.

An important part of our strategic plan is to
double the number of engaged fisheries in the
global south – which currently make up lessthan 10% of the total volume of MSC certified
seafood catch. This year, we’ve been supporting
various projects to improve research andfisheries management from Mexico to
Madagascar and Senegal to Indonesia.

By engaging more fisheries, we can catalysefurther improvements in the way our oceans
are managed, supporting resilience, foodsecurity and people’s livelihoods. And as
more retailers, restaurants, brands andconsumers commit to sustainable seafood,

Another priority is to build publicawareness and support for sustainableseafood – and we used our 20th
anniversary to do just that. Running ourbiggest ever global marketing campaign,
launching a new website and working witha huge range of partners, we reached more
seafood lovers than ever before.

Read about the first 20 years of the MSC.
Written by independent journalists from the Press Association, this in-depth narrative
gives a compelling account of the MSC’s origin, challenges and milestones to date.

Our vision is of the world’s oceans
teeming with life, and seafood supplies
safeguarded for this and future
generations. Our mission is to use ourecolabel and fishery certification
program to contribute to the health of
the world’s oceans by recognising andrewarding sustainable fishing practices,
influencing the choices people makewhen buying seafood and working with
our partners to transform the seafoodmarket to a sustainable basis.

Overview

7

Our ambition:
Proportion of the global marine catch
which is MSC certified or engaged in
the MSC program

2018

��%
2020

��%
2030

��%
The view from the bridge during another stormy day on the Southern Atlantic. © Tony Fitzsimmons

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MSC Annual Report 2017-18

The MSC in ���� -�8
Driving change on the waterThis year, 33 fisheries achieved MSC
certification, 55 were recertified, and
45 entered into full assessment. MSC
certified fisheries now catch more than
10 million tonnes of seafood, comprisingof 141 different species. This represents
13% of total global marine catch andthis rises to 14% of total global marine
catch when fisheries in assessment areadded in. Certified fisheries have madeover 1,200 documented improvements
in order to maintain MSC certification.

Improving traceability

A total of 4,212 businesses in 44,259
locations in 100 countries hold MSC
Chain of Custody certification, giving
assurance that certified sustainableseafood can be traced from ocean toplate. They range from processors,
traders, brands, retailers and caterers
to restaurants, hotels, universities
and cruise ships.

Greenlip Abalone diver in Western Australia © Matt Watson

Growing the market forsustainable seafood

The blue MSC ecolabel can be foundon 28,520 products in 107 countries,
with 3,795 new lines added this year.
The global market for MSC certified
sustainable seafood is worth
US$8.4 billion.

Raising our profile

Our 20th anniversary campaign reachedwell over 100 million people acrossthe world, including a TV and cinema
advert viewed over 6 million times.
Understanding of the blue MSC label
has increased by an average of 5%
across MSC markets in the past 2 years.

Growth in the MSC program

Growth in MSC certified
catch ���� -�8

��.�
milliontonnes certified catch

Volume of MSC certified catch (tonnes)
12,000,000

10,000,000

87

338

8,000,000

��%of global marine catch

fisheries inassessment

certified
fisheries*�%

6,000,000

of global marine catch is fromfisheries in MSC assessment

4,000,000

�82,000,000

0

2000

2001

2002

2003

2004

2005

2006

Data correct as of 31 March for each year
* Includes 16 fisheries for which MSC certification is currently suspended

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

countries withcertified fisheries

910

MSC Annual Report 2017-18

Making an impact
Making an impact

MSC certification doesn’t simply
recognise fisheries with a good record on
sustainability. It also drives real
improvements on the water, from reducing
impacts on other species to improving
protection for marine habitats.
Many fisheries take steps to improvetheir management and practices before
seeking certification, often after carryingout a voluntary pre-assessment. For
example, the Chilean squat lobster andnylon shrimp fishery switched to modern
nets that significantly reduced bycatchand minimised damage to the seafloor
before entering full assessment. Evenso, analysis shows that around half thefisheries that undertake a pre-assessment
don’t go on to enter full assessment
within a year, recognising that there arefurther improvements to be made.
When fisheries do become certified, they
are often required to take steps tostrengthen or further monitor their practices
in order to maintain their certification.
Between 2000 and 2015, 94% of MSC
certified fisheries have been required tomake at least one improvement, adding
up to 1,238 positive changes.

Handling a whitefish trawl net at Peterhead Harbour, UK © Eleanor Church

Read the story. West Coast
Groundfish: An American
success story in the making

Fisheries achieving recertification tend
to score higher than they did in their
original assessment, reflecting theimprovements they have made.

to fishing, and fisheries have also modified
the gear they use and introduced new
protocols to help protect marine
ecosystems.

Protecting habitats

Rebuilding fish stocks

Many uncertainties still remain in thescience around the impacts of fishing on
marine habitats – we know more about
the surface of the moon than the depthsof the ocean! But certified fisheries are
helping to fill this knowledge gap.
To meet certification requirements, since
2000, fisheries have supported more than
60 research initiatives on marine habitats,ranging from standalone research projects
to ongoing data collection. This research
can have far-reaching results. In the Arctic,
for example, a collaboration between
the Sustainable Fisheries Greenland cold
water prawn fishery and the ZoologicalSociety of London led to the creation thisyear of a new 1,900km2 marine protectedarea to conserve a unique seabed habitatfor cold water corals and sponges.
More than 30 fisheries have also madetechnical changes to reduce theirpotential impact on habitats. Many ofthese include closing specific areas off

Fishing at sustainable levels is one of
the key principles of MSC certification– and independent data confirms thatthe populations of target species in MSC
certified fisheries are at healthy levels,with the biomass of the stock having
increased since MSC certification in many
regions. This isn’t necessarily the casefor non-certified fisheries in the same
region – while fisheries that haven’t
been formally assessed are even more
likely to be overfished.
One striking success story is the groundfish
fishery on the west coast of the US. The
once abundant fishery was declared afederal disaster in 2000 after stocks
collapsed. But a new management strategy,
prepared in collaboration with environmentalorganisations and the National Oceanicand Atmospheric Administration (NOAA),
enabled fish populations to recover. In 2014,
fisheries targeting 13 species achieved MSC
certification – with the condition thatthey will continue to evaluate harvest

control rules and update stock assessments.
Groundfish stocks are now moreabundant than ever, while a NOAA reportin 2017 showed that the total numberof overfished stocks in the US is at an
all-time low.

Minimising bycatch

Bycatch – the unwanted capture of different
species of fish and other creatures – candeplete fish stocks, threaten endangered
species and damage marine ecosystems.
Certified fisheries strive to ensure that
bycatch is not having a detrimental impact
on any species. For example, a recent analysisof data showed that between 2007 and 2013,60 certified fisheries made improvements
to reduce or eliminate bycatch through gear
modifications, better monitoring and changes
to management practices.
These have included measures to reduce
bycatch of birds, sharks and rays, whales
and dolphins, seals and sea lions, turtles,
squids and octopus, and sea stars andurchins, as well as other fish species. For
example, the South African hake trawl andtoothfish fisheries in the Southern Ocean
have effectively eliminated albatross bycatchand the Australian rock lobster fishery has
reduced sea lion mortality to zero.

Making an impact

There can be no question that the MSC has been
one of the most effective frameworks for mobilisingadvances in fisheries management in diverse
jurisdictions over the last two decades. I knowof no greater tool for individually incremental,
but collectively profound, fisheries reform.
Dr Sian Morgan, SCS Global Services

A 2018 analysis of 27 fisheries that were recertified tothe same version of the MSC Fisheries Standard showedthat average scores increased across all three principles
between their initial assessment and their reassessment.
Reassessment
Principle 3:
Effective
management
Principle 2:
Ecosystem
impacts

Read our Global Impacts
Report 2017

Principle 1:
Sustainabilityof stock

Initial

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11

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MSC Annual Report 2017-18

Making a splash in the developing world
To achieve our vision of oceans teemingwith life, we’re aiming to double thenumber of developing countries' fisheries
involved in the MSC by 2020. This year, fivefisheries in the developing world became MSC
certified and another 13 entered assessment.
Fiji, co-host of the first United Nations
Ocean Conference, pledged to get 75% of its
longline vessels MSC certified. This year its
first certified longline fishery was recertified,adding yellowfin tuna as a certified species

and extending sustainable fishing into thehigh seas. 60% of Fijians are coastal dwellers
so the health of the oceans is critical for
livelihoods and food security.
“By certifying our fishing practices to therequirements of the MSC, Fiji is establishing apromising momentum as a forward-thinking
nation, determined to deliver traceable,
sustainable seafood.”
Anare Raiwalui, Executive Officer of theFiji Fishing Industry Association (FFIA),Suva, Fiji.
We’re also looking beyond the certificationof individual fisheries to promote wider
improvements in research, datacollection and fisheries management in
the developing world. The MSC funded
two scholarships that will further
research in Kenya and East Africa. Lily
Zhao from the University of Washington
and the Stockholm Resilience Centre ismapping the trade flows of octopus
from small scale fisheries in East Africa.
This research will complement an MSC
initiative launched in March 2017, to map
the sustainability of octopus fishingacross the Western Indian Ocean. The
second scholarship went to Timothy
Munyikana Kakai from Pwani University
in Kenya to trial the use of LED lights on
nets to reduce turtle bycatch in Kenyan
artisanal fisheries.

Find out why sustainability isimportant in the developing world

Fishermen retrieving fishing boat, Fish Hoek, South Africa © iStock/thegift777

Current work in the developing world

13

Find out more about the
Fish for Good project

Fish for GoodAt least 25 fisheries in Indonesia, Mexicoand South Africa will receive support tomove towards sustainability, thanks to a
€1.75 million grant from the Dutch
Postcode Lottery. The Fish for Good project
which was launched last year, has steppedup our engagement with fisheries in thesethree key emerging economies. The firstphase of the project involves mapping
the fisheries operating in each country,
and working with stakeholders including
researchers, NGO’s, fishery managers andbusinesses to develop individual profiles
for fisheries. Following this, advisory groups,
comprising country expert representatives
will select fisheries interested in carryingout preassessments to identify the gaps
they would need to address to meet the
MSC Fisheries Standard. Action plans
will then be developed in collaboration
with other stakeholders that will put themon the pathway to certification. As well as
supporting improvements in individual
fisheries, Fish for Good is helping toraise awareness of sustainable fishingpractices and MSC certification.
Through capacity building and collaboration
with governments, supply chain partners,
fisheries and NGOs, we hope to drive

wider improvements in fishing practices
and ocean stewardship.

Global Fisheries Sustainability Fund
Gaps in scientific knowledge and a lack ofresources or expertise, can prevent fisheries
in the developing world from operating
sustainably. Our Global Fisheries
Sustainability Fund (GFSF) was set up toaddress this.

The Fund operated for two years and, outof more than 75 applications, £400,000
has been allocated to 11 projects in 10
countries. With matched funding and in-kind
support from our partners, the total funding
exceeds £1 million.
To maximise this investment, GFSF projects
needed to have an impact beyond an
individual fishery, and a plan in place
for transferring their knowledge andlearning to others. By sharing knowledge
and developing solutions that can be
replicated, we can support wider change forsmall-scale and developing world
fisheries. GFSF-funded projects alreadyunder way include:
Supply chain traceability in Indonesia:
For fisheries to benefit from certification,

their supply chains need to have MSC
Chain of Custody certification. Localfoundation MDPI Indonesia and partners
carried out traceability audit trials to
support fisheries, supply chain companies
and local NGOs to track MSC-certified
seafood. The Indonesian government
is now carrying out further supply chain
assessments.
Octopus data collection in Madagascar:
NGO Blue Ventures is supporting smallscale octopus fishers in Madagascar towork toward MSC certification. As partof this, it’s developed a smartphone appthat helps fishers collect data.
Capacity building in the Coral Triangle:
In the rich tropical seas between thePhilippines, Indonesia and the Solomon
Islands, WWF’s Coral Triangle Programmeis training local assessors on the MSC
Fisheries Standard and other tools to
help fisheries work toward sustainability.
Having more local assessors can reduce
certification costs.
The latest award recipients include projects
focusing on crayfish in China, artisanalstone crab fisheries in Chile, tuna baitfish inIndonesia and India, and octopus in Senegal.

Madagascar octopus fisher underwater © Garth Cripps / Blue Ventures

Processing tuna in Indonesia © Titia Sjenitzer / MSC

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MSC Annual Report 2017-18

Tuna stakes
From steaks to sushi to sandwiches, tuna is
one of the world’s most popular seafoods.
It’s also one of the most economicallyvaluable, a multi-billion dollar industry
that provides livelihoods for hundredsof thousands of people and vital revenue
for many developing countries.
Over the last few decades the global tuna
catch has risen astronomically – from
0.6 million tonnes in 1950 to more than
6 million tonnes today (UN FAO). So it’shardly surprising that tuna stocks are underincreasing pressure: 57% of commercial
tuna stocks are considered healthy, while
13% are classified as overfished (ISSF).
Tuna fishing can also result in bycatch ofother species, including marine mammals,
turtles, sharks and rays.

the MSC Fisheries Standard. As of 31st
March 2018, there were 18 certified tuna
fisheries, with another 9 in assessment.
New Zealand’s skipjack purse seine
fishery, operated by Talley’s Group Limited,achieved certification for the first time in2017, becoming the second certified tuna
fishery in the country. While the skipjack
stock the fishery targets is currently
healthy, maintaining certification will
depend on science-based harvest control
rules being introduced at a regional level.

Sustainable management of tuna fisheries
is an urgent priority – and the MSC isdetermined to be part of the solution.
By building demand for certified sustainable
tuna, we can drive improvements not justin certified fisheries, but in tuna governancemore generally.

This is the responsibility of the Western
Central Pacific Fisheries Commission, theregional fisheries management organisation(RFMO) which oversees these highly
migratory species. In the past, RFMOs
have often been slow to address declines
in tuna stocks, because their decisions
require consensus among all member
states. Agreeing precautionary measuresin advance means they can react much more
quickly to prevent overfishing – not justwithin certified fisheries, but across thewhole region.

With several fisheries passing theirassessments this year, around 22% of
the global tuna catch is now certified to

The Indian Ocean Tuna Commission recently
showed the way forward, agreeing groundbreaking harvest control rules for skipjack© iStock.com / aleksandar kamasi

tuna following strong advocacy from the
MSC certified tuna fishery in the Maldivesalong with a number of retailers, brands
and NGOs. Along with our partners, theMSC is pushing for stronger action fromother RFMOs.
Also newly certified this year was the
Mexico’s yellowfin and skipjack tuna purse
seine fishery, operated by the Pacific
Alliance for Sustainable Tuna. This follows
30 years of hard work to improve tunafishing practices in the region, particularly
to prevent dolphin mortalities. While
MSC certification is a significant milestone,
it isn’t the end of the journey: as a conditionof certification the fishery has adopted acomprehensive sustainability action plan,
which includes further measures to protect
dolphins, sharks and rays.
Meanwhile, Fiji’s longline albacore tuna
fishery was recertified, and its yellowfin
tuna received certification for the firsttime. Using lines with baited hooks, it
was the first fishery of its kind to receive
certification, demonstrating that thismethod of tuna fishing can be sustainable
when carefully managed. Bycatch of
seabirds and turtles – a potential impactof longline fishing – is very low, and crew

members are trained to release any turtles
accidentally caught. Fiji’s Polynesianneighbours – the eight countries that makeup the Parties to the Nauru Agreement (PNA)– also achieved recertification this year.
The PNA skipjack tuna fishery is the largest
MSC certified tuna fishery in the world, andbeing able to sell their product with the
MSC ecolabel has given these small islandstates a significant economic boost.
The certified fishery uses purse seine nets
on free-swimming schools of tuna, which
results in very little bycatch of other species
or juvenile tuna.
With the majority of the global tuna catch
caught using FADs, the fishing industry andNGOs in PNA and elsewhere are working
to reduce the impacts of this fishingtechnique. The MSC itself is currently
supporting two significant tuna fisheryimprovement programs in Spain and
Ecuador that involve FADs.
While fishing methods and challenges
vary across the world’s oceans, we’recommitted to ensuring the MSC provides
a credible Standard for sustainable
tuna, and an incentive for tuna fisheries
to continue to improve.

Tuna stakes

By gaining MSC certificationfor our skipjack fishery wehave not only gained acompetitive edge in themarket, for which the MSC
label is in high demand, but
we have also shown that weare fishing responsibly andsustainably. In doing so weare providing the assurance
to the public at large, and to
our local fishingcommunities in particular,that we are committed tomaintaining our fisheryresources in a healthy state
for future generations.
Andy Smith, Talley’s purse seine
skipjack fishery, New Zealand

15

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MSC Annual Report 2017-18

Newly certified
fisheries
Greenland halibut first and second

The first Greenland halibut fishery achieved
MSC certification this year – and was soon
followed by a second.
In May 2017, the Greenland halibut fisheryoperating in the offshore waters of West
Greenland was certified as sustainable.
In October, they were joined by fishers from
Iceland – part of the Icelandic Sustainable
Fisheries group. And three more Greenland
halibut fisheries are now entering
assessment, showing the ripple effect that
can happen when a new species becomescertified. Greenland halibut – which
belongs to a different genus from Atlantic
and Pacific halibut – is a cold-water flatfish,
which is commercially very valuable. Muchof the catch is exported to China and Japanfor fillets, sushi and sashimi.
“Greenland halibut is an important fisheryfor the Greenlandic economy. We havereceived queries from our customers aboutsustainability certification. We hope andbelieve this MSC certification will be wellreceived by our overseas customers bothin Europe and especially in Asia.”
Lisbeth Due Shoeneman-Paul, Corporate
Sustainability Manager, Royal Greenlandand chair of Sustainable Fisheries Greenland

Norwegian cod fishery in Lofoten © Ulf Berglund

Norway reaches 69%
sustainability

Norway is showing itself as a world
leader in sustainable fisheries, withmore than two-thirds of the country’s
marine catch now MSC certified.
The certification of the Norwegian ling,tusk and lumpfish fishery in October
2017 means 69% of all Norwegian fish
landed by volume meets the MSC
Fisheries Standard. It follows
increased demand from customers for
MSC certified products – particularly
for lumpfish, which is mainly sold in
Sweden for its roe and caviar.
As a condition of certification, thefisheries will put in place clearly defined
harvest control rules and a strategy tomanage impacts on endangered,threatened and protected species.
“We are pleased to have thiscertification in place – the project was a
response to a strong push from some ofour key markets, and we are now pleased
to be able to provide them with thedesired documentation.”
Tor B. Larsen, Environmental Advisor,
Norwegian Fishermen’s Association

Halibut fish steaks © iStock.com/vlad_karavaev

Newly certified fisheries

Good news for
cod and chips
Cod and chips is an iconic dish in the UK– and now consumers can once again eat
it with confidence with the certificationof the North Sea cod fishery.
Just over a decade ago, the once-abundant
North Sea cod stocks were on the brinkof collapse. From a high of 270,000 tonnes
in the 1970s, stocks fell to just 44,000
tonnes in 2006 – even though UK
consumers eat some 70,000 tonnes of codeach year.
Bringing the fishery back to a sustainablelevel is the result of an enormous effort
by a coalition of Scottish and English
fishing organisations with support fromsupermarkets, seafood brands and NGOs.
The industry worked with the Scottish
government and EU Fisheries Council ona ‘Cod Recovery Plan’ to nurse the stockback to health.
Measures included reducing catch levels,
closing large spawning areas to fishing,introducing new nets, and remotemonitoring using on-board CCTV cameras.
North Sea cod can now join neighbouring
cod fisheries in the Barents Sea and
Iceland in bearing the MSC ecolabel, ending
confusion for consumers. In a survey

carried out for the MSC, almost three inten people surveyed in the UK (28%)
thought cod was not sustainable andthat people should actively avoid eatingit, but the same number believed the
opposite – while 35% just didn’t know.
MSC certification was an importantmilestone for the fishery, but it’s not theend of the story. To remain certified thefishery has committed to ongoing
improvements, including measures tofurther rebuild and monitor cod stocks.
“This is brilliant news for both the industry
and consumers, and Seafish is delighted
to see North Sea cod awarded MSC
certification. It is our mission to support
a profitable, sustainable and socially
responsible seafood industry, and this isa shining example of how industry andscience can work together for a profoundly
positive outcome.”
Marcus Coleman, Chief Executive offishing industry organisation, Seafish© iStock.com/raphotography

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MSC Annual Report 2017-18

Continued commitment
After five years, a fishery needs to reapply
for MSC certification, and will be reassessedto check it still meets the standard andhas made any improvements that wererequired. Recertification is something
to celebrate, as it shows both that thefishery is operating sustainably over along period, and that those involved see
continued value in being certified.

Australian milestones

Three major recertifications this year
showed the ongoing commitment of theAustralian fishing industry to sustainability.
Back in 2000, the Western Australian rocklobster fishery – one of the mosteconomically valuable in the country –was the first ever fishery to achieve MSC
certification. And in June 2017, it became
the first in the world to be certified for a
fourth time.
The leadership and commitment of therock lobster fishers has paved the way forother fisheries in Western Australia,
where over 90% of fisheries by value arenow engaged in the MSC program. In thenorth, the Australian Northern Prawn
Fishery – which covers 771,000 square
kilometres of tropical waters – achieved
recertification. Australia’s largest and mostvaluable prawn fishery, which catchesbanana, tiger and endeavour prawns, wasfirst certified in 2012. Since then, it’s madea number of improvements to ensuresustainability, including investing inresearch and data collection to better
understand the possible impacts on marine
habitats and ecosystems.
Five thousand kilometres to the south,
Australia’s Heard Island and McDonald
Islands (HIMI) toothfish fishery was
also recertified this year. Once threatenedby illegal overfishing, stocks of tooth
fish (also called Chilean sea bass) are
now recovering. Around 60% of the
global catch is MSC certified, and strong
management and collaboration between
certified fisheries has largely stamped
out illegal fishing.
The HIMI fishery has made a numberof improvements to ensure that stocks
continue to be managed sustainably,
and to understand more about thepossible impacts on marine ecosystems.
The remote volcanic islands are close
to one of the largest marine protectedareas in the world, covering over 65,000
square kilometres, and the fishery has
a number of environmental measuresin places, such as seasonal closures andbird-scaring lines that prevent accidental
bycatch of seabirds.

As Aussies, we take pride in our beautiful oceans
and coastlines, abundant with delicious seafood.
The forethought and commitment of our certified
fisheries ensures we can have seafood and healthy
oceans for the next generation.
Anne Gabriel, Program Director, MSC Oceania

The Australian Northern Prawn Fishery launch their MSC certification
at Taronga Zoo © Charlotte Connell / MSC

Western Australia Rock Lobster harvested by James Paratore© Western Rock Lobster Council Inc.

Continued commitment

All in for Alaska salmon

The entire Alaska salmon industry is
now MSC certified once again, afterfishing activities in Prince WilliamSound were independently assessed
as sustainable.
Alaska’s iconic salmon first achieved
certification in 2007. But when it wasreassessed in 2013, the third-party
certification team decided thatcertification for the Prince William

19Sound unit should be put on hold.
This was to enable a full analysis of along-term study into the impacts ofsalmon hatcheries on populations ofwild salmon and herring in the area.
The results suggest that there is little
risk of hatched salmon having anegative impact on wild populations,meaning that all salmon from Alaska
now meets the MSC Standard.

The Alaska salmon fishery management programand its participants are committed to sustainable useof the ocean’s natural resources, a key component ofour business. We are proud to have the MSC processagain recognize the sustainability of Prince WilliamSound and all Alaska salmon.
Lenn Reed, President, Pacific Seafood Processors Association

Alaska salmon fishing © Fish Tales

20

MSC Annual Report 2017-18

Fishery firsts
An amazing 141 species are now MSC certified.
When new types of fisheries become MSC
certified, it promotes sustainable ocean
governance in new areas, as well as increasing
choice for sustainable seafood lovers. Somehighlights this year include:

the Baltic Sea. Most is packed in brine or oilfor the European market. Strong managementmeans Baltic sprat stocks are healthy.
Following the Latvian’s lead, the Finnish sprat
fishery also entered MSC assessment, achieving
certification in June 2018.

Russian red king crab

“The MSC sprat certificate will open doors to
new markets that were previously closed toLatvian fishermen. The certification also comeswith some new responsibilities for the fishermen.
Our organisation will monitor the process andcollect data on catches and MSC certified
sprat export. We think this certification willbring many new advantages in the future.”
Inarijs Voits, Chairman, Latvian Fishermen’s
Producers Organization

Reaching weights of 10-15kg, red king crabs are
one of the largest edible crab-type species
in the world. Native to the Okhotsk and Japanseas, the Bering Sea and the northern Pacific
Ocean, they were introduced to the Barents
Sea by Soviet fishery scientists in the 1960s.
Now, Russian fishers in the Barents Sea havebecome the first to demonstrate that their kingcrab fishery is sustainable – and we hope others
will follow their example.
“The work on this project has helped us to
improve the management systems both inside
our organization and in our fisheries. Throughthe process of becoming MSC certified, we now
better understand the environmental impactsof our activities.”
Sergey Nesvetov, Executive Director, NorthWest Fishing Consortium

Baltic Sea sprat

In May 2017, Latvia’s sprat fishery became thefirst in the Baltic to achieve MSC certification.
Its 22 trawlers landed 16,437 tonnes of sprat
in 2016, about 8% of the EU quota for sprat in

Canada redfish

The certification of Canada’s first redfish fishery,focused on the Grand Banks off Newfoundland,marks an impressive turnaround. Following
years of overfishing by various international
fleets, a moratorium was declared on redfish
fishing in 1998 – and it wasn’t until 2010 thatthe fishery was reopened. But carefulmanagement – including cautious quotas, gear
specifications, restrictions on areas and timesof fishing, and protection of sensitive areas –has paid off for Ocean Choice International,
the main harvester, with the fishery achieving
MSC certification in May 2017. Most Canadian
redfish is frozen at sea for Asian markets.

Fishery firsts

North Sea brown shrimp

The North Sea brown shrimp fishery comprisingof around 400 boats from Germany, Denmarkand the Netherlands, achieved MSC certificationin December 2017. During two years ofcollaboration between fishermen, conservation
NGOs, government bodies and scientists, anumber of improvements were made to improvethe management of the fishery. A science-based
harvest control rule was developed to ensure
the stable and healthy growth of shrimp stock,
along with larger-mesh nets to reduce bycatch.
A group of environmental NGOs will continue towork with fishers to monitor the effectiveness ofthese and other improvements.
“The shrimp fishery certification shows that the
MSC program works: the fishermen have joined
forces and put everything in place to scientificallyunderstand and minimise the impact of shrimp
fishing on the environment. All of this effort was
aimed at obtaining MSC certification forsustainable fishing. I take my hat off to all those
who have united for this purpose.”
Hans Nieuwenhuis, MSC Program
Director, Benelux© Saskia Lelieveld / MSC

21

Australian pearls

You might not expect to find the blue MSC
ecolabel on a pair of earrings – but that
could soon be the case after the AustralianPearl Producers Association became the firstwild pearl fishery in the world to achieve
MSC certification.
Pearl oysters have been fished off Western
Australia for more than 150 years, and thefishery is one of the country’s mosteconomically valuable. The oyster meat,
highly prized in Asian markets, can now besold with the MSC label – and certified pearls
and mother-of-pearl products are set tofollow soon.
“More and more consumers are looking forsustainability credentials from their favourite
brands, whether it’s clothing, food or
jewellery. MSC allows producers to display
their sustainability credentials throughthird party certification.”
Guy Leyland, MSC Project
Coordinator, Western Australia Fishing
Industry Council©Paspaley Pearling Company

Find out more about
Australian MSC certified pearls

Lowering the outriggers and preparing the nets on a Dutch brown shrimp boat © Saskia Lelieveld / MSC

22

MSC Annual Report 2017-18

Suspensions
Snow crab suspension drives
action to protect whales

MSC certification is hard won and hard
kept. Around half of the fisheries that enter
pre-assessment don’t progress to full
assessment within the same year. And
equally, sometimes fisheries can have theircertificates suspended if the independentcertifier deems they no longer meet therequirements of the MSC Fisheries
Standard. As of March 2018, 13 fisheries
had certificates suspended: the suspension
process is an important part of the rigour ofthe MSC program.
In March 2018, the snow crab fishery operatingin the Southern Gulf of St. Lawrence in Canada
was suspended from the MSC program after
a report into the deaths of 12 right whales
during the 2017 season.
Snow crab stocks are at very healthy levels:
so much so that quotas reached record
levels in 2017, meaning a longer fishingseason and more gear in the water. At thesame time, unprecedented numbers ofendangered North Atlantic right whales
were recorded in the Gulf of St. Lawrence.
This resulted in 12 right whales dying in thearea, including two mortalities attributed
to crab fishing gear.

Auditors investigated and decided the fisheryno longer met the MSC Fisheries Standard
related to protecting endangered, threatened
and protected species. As a result, snow crabfrom this area could no longer be sold as
MSC certified.
The fishery quickly responded by launchinga corrective action plan which aims to ensuresnow crab fishing doesn’t cause negative
impacts on whales and other threatened
species. Mitigation measures the fisheryis exploring include gear modifications,
implementing closures of high-risk areas andusing technology to detect and record whales.
If future audits judge these actions to be
successful, then the suspension will be lifted
and snow crab caught in the Southern Gulfof St. Lawrence can once again be sold with
the MSC label.
The MSC Fisheries Standard is designed
to keep fisheries engaged with the program,so we can continue to work with them toinfluence and drive improvements. In
2012, for example, the suspension of sevenmackerel fisheries helped launch an
unprecedented international partnershipto improve the management of the whole
Atlantic mackerel industry.

We have been working
with Fisheries and Oceans
Canada and all the fishers’
associations in theSouthern Gulf of
St. Lawrence to address
the tragic events of summer
2017. There is a collective
will to make sure this isnever repeated again and
we are strongly advocating
for effective solutions. We
are committed to returning
the fishery back to theposition where it meets the
MSC Standard once again.
Peter Norsworthy, Affiliation of Seafood
Producers Association of Nova Scotia

Suspensions

23

Canadian snow crab in crates on a fishing boat © iStock.com/Chefmd

24

MSC Annual Report 2017-18

Pathways to sustainability
The 2018 State of World Fisheries andAquaculture (SOFIA) report from the UN
Food and Agriculture Organization(FAO) shows fisheries in the developed
world are becoming more sustainable.
In the US, 74% of stocks were assessed
as sustainable in 2015, up from 53% in
2005, while in Australia the proportion
jumped to 69% from 27%. The numberof MSC certified fisheries in bothcountries increased significantly overthe same period.
In the developing world, however, it’sa different story. Nearly three-quarters(73%) of the world’s seafood is now
caught in developing countries,

increasingly to supply export markets, aswell as providing a vital source of protein
for hundreds of millions of people in thesecountries. But the number of sustainablefish stocks is decreasing while only around
10% of MSC certified fish by volume comesfrom developing countries. Overfishing,rising seas, pollution, coral bleaching andacidification are all threatening the oceans
and the lives and livelihoods of those who
depend on them. While there is plenty of
research into the impact of thesechallenges, significant solutions for themost part are still a long way off. But thisis not the case with overfishing. We know
how to fix it, yet sadly it continues, year
after year.

Often, however, a lack of knowledge,
structure and formal management offishing fleets presents a barrier,especially for small-scale fisheries andthose in the developing world. For thelast 20 years the MSC has been playing
its part in trying to address this threat.
The MSC Fisheries Standard provides abenchmark that can be used by fisheries
worldwide to assess their sustainability
and better understand gaps inmanagement, data and governance andwhat improvements they need to make.
The MSC has been working to build
capacity, creating tools and guidance,
funding research and reaching out toA pathway to sustainability

25

Two small boats in the Ashtamudi short-necked clam fishery, Kerala, India. Bart van Olphen trip © David Loftus

vulnerable fisheries to help those whohave difficulty accessing our program
develop the skills to get started on thejourney to sustainability. And there
have been many successes, like theVietnamese Ben Tre Clam fishery or t
he Suriname seabob fishery.

This means consolidating our own
efforts so that our program is easier
to work with, and also working together
with other NGOs, governments, retailers
and funders to create a pathway tosustainability with numerous entry
points for all fisheries.

However as the ocean crisis deepens, weneed to move faster to ensure that all
fishing worldwide becomes sustainable.
The MSC cannot solve overfishing alone.
To deliver on SDG 14 and achieve our visionof oceans teeming with life and seafood
supplies safeguarded for this and future
generations, we need urgent, large-scaleaction from across the seafood industry andimprove the accessibility of our program.

If there’s one thing that being at theforefront of fisheries development for
more than two decades has taught us,
it’s that collaboration is key.Knowledgesharing and communication to deliver
lasting change at scale must begin
immediately. Together, we can makesure that all fisheries globally are on
the pathway to sustainability, but only
if we act now. The clock is ticking.

For too long, we as a sector
have not paid sufficientattention to the sustainabilityof fisheries in the ‘global
south,’ but if we are serious
about ending overfishing,
this is a challenge we canno longer ignore.
Oluyemisi Oloruntuyi, Head of theDeveloping World and Accessibility
Program, MSC

26

MSC Annual Report 2017-18

Chain of Custody
From the ocean to your plate, fish andseafood products pass through many
stages of complex supply chains. The
MSC Chain of Custody Standard is an
essential ingredient of the MSC’s
offering to supply chain partners - anda clear reassurance to consumers of
the rigour behind the MSC blue label.
Every company that takes ownershipof MSC certified seafood and sells it ascertified, is independently audited andcertified against the MSC Chain of
Custody Standard. The Standard ensures
an unbroken chain where certified seafood
is identifiable, segregated and traceable.

Tallink Silja cruises ahead

The world’s first MSC certified cruise
ships set sail on the Baltic this year.
Five ships belonging to Estonian company
Tallink Silja obtained MSC Chain of
Custody certification for the seafood they
serve. Passengers can now tuck into
shrimp and herring with the blue MSC
label, knowing that what’s on their plate
can be traced back to a sustainable fishery.
“Tallink Silja strives to source sustainably
and to guide its customers towards
making the right choices. The MSC is
the world’s most credible environmental
certificate for sustainably caught seafood,so the MSC Chain of Custody certification
implemented on our vessels is a natural
step towards advancing our sustainable
development work. In the future, we
intend to get MSC certification for all of
our ships operating on the Baltic Sea.”
Marika Nöjd, Communications Director,
Tallink Silja

Amy’s Choice: sustainable cod

The first MSC certified independent
restaurant in China launched this year,
giving Chinese diners the opportunity to
try various cod dishes that can be traced
back to a sustainable fishery. Amy’s
Choice received MSC Chain of Custodycertification in November 2017, just threemonths after it opened. The restaurant isowned by Qingdao Spring Seafoods,
known in China as “Ai Chi Yu”, which has
more than 20 years of experience in thewhitefish trade.
“In the last five years, MSC has received
tremendous support from Chinese
stakeholders, including major retailers,
hotels and industry. Amy’s Choice, as thefirst certified restaurant in China, willencourage more Chinese industry andfood services to introduce sustainableseafood programs.”
An Yan, China Country Director, MSC

Chain of Custody

27

Premier Inn comes firstfor sustainable seafood
An extra three million portions of certified sustainable fish and chips
were served in Premier Inn outlets across the UK last year, after all
Premier Inn restaurants became MSC certified.

© Rachel Dacre / MSC

In April 2017, Premier Inn announced that all its restaurant brands,
including Beefeater, Brewer’s Fayre and Table Table, will feature the
MSC blue tick on menus. That makes the company the world’s largest
MSC certified national hotel chain, with a total of 635 locations now
serving fish with the blue MSC label.

Tallink Silja ship out at sea © AS Tallink Grupp

28

MSC Annual Report 2017-18

���� Leaders fora Living Ocean
Corporate leaders pledged their support
for a healthy ocean at the Our Ocean
conference in Malta in October 2017.
As the MSC program announced its own“20 by 2020” goal to bring 20% of the
global marine catch within the MSC

program by 2020, 27 companies andorganisations in the seafood supply
chain stepped up with their own
commitments. They include supermarkets,food service companies, seafood brands
and fishing associations.

By putting sustainability at
the heart of their businessstrategy, these leaders are
driving positive change.
Their leadership is helping
propel the global sustainableseafood movement, and fuelresponsible consumption byempowering those who areseeking sustainable choices.
Rupert Howes, Chief Executive, MSC
Rupert Howes from the MSC with some of the Leaders for a Living
Ocean at Our Oceans Conference 2017 © Lucy Erickson / MSC

2020 Leaders for a Living Ocean

The MSC and the United
Nations Sustainable
Development Goals explained

29

These 2020 Leaders for a Living Ocean will be contributing toSDG14 by increasing the proportion of MSC certified seafood theysell, serve and supply. We’ll be supporting them in their journey
to transform their business and act as agents for change within
their sphere of influence:

RetailAlibaba Group / TMall (China)
Aeon Group (Japan)
Aldi Group (International)
Ahold Delhaize Group (International)
Albert Heijn (Netherlands and Belgium)
Carrefour (International)
Coles (Australia)
Colruyt Group (Belgium)
El Corte Inglés (Spain)
Eroski (Spain)
Japanese Consumers' Co-operative Union (Japan)
JUMBO (Netherlands)
Kroger (USA)
Sainsbury’s (UK)

Catch sector

Danish Fishermen’s Producer Organisation
Icelandic Sustainable Fisheries
Parlevliet & Van der Plas (International)
PNA (South Pacific)
Western Australia Department of Primary Industries and Regional
Development/Western Australian Fishing Industry Council

Food service and brands

IKEA (International)
McDonald's (International)
Seafood brands
FishTales (Netherlands)
Isidro 1952, S.L. (Spain)
Mars Petcare (International)
Nomad Foods (International)
ORKLA Foods Sverige AB (Sweden)
Thai Union (International)© iStock.com/Velvetfish

30

MSC Annual Report 2017-18

Sustainable seafood
getting big in Japan
Japan is one of the world’s most valuable
seafood markets, and few countries
consume more fish per capita. So it’s
encouraging to see the MSC label becoming
increasingly visible across the country, withseveral significant developments.
Two long-time MSC supporters, Aeon and
the Japanese Consumers’ Co-operative
Union (COOP), both stepped up theircommitments through the 2020 Leaders fora Living Ocean initiative. Retail giant Aeon
– the largest in Asia – committed to ensure
that, by 2020, 20% of all seafood products
sold at its outlets will be either MSC or ASC
certified. In addition, all its stores will
acquire MSC Chain of Custody certification(except for small-scale shops with noprocessing or packaging facilities).
Aeon has also broken new ground with thelaunch of the world’s first MSC-certified

onigiri. The rice-ball snack is flavoured withsalmon and pollock roe from sustainablefisheries, and has initially been madeavailable in around 1,400 outlets.
The Japanese Consumers’ Co-operation
Union (COOP) has been selling MSC
certified products since 2007 andachieved Chain of Custody certificationin May 2018. Today 52 products (17% byvalue of COOP’s private label seafood
products) carry the MSC or ASC label,
and the group has announced that thisrange will be further increased to over
20% by 2020.
The goal will entail work with domestic andoverseas suppliers to help them improvetheir production standards, as well as anawareness- raising program among COOP
members. COOP Deli, the largest regional
COOP, is also expanding its labelled range

and requesting its suppliers to get Chain of
Custody certification.
Japan’s largest seafood companies are
responding to this growing demand.
Sustainability features prominently inthe new range of products launched thisyear by Maruha Nichiro, one of thebiggest seafood processors in the world.
MSC certified fish features in various
popular frozen household products, likethe new Ocean Blue white fish fillet andtartar sauce which sources its pollock
from sustainable fisheries in Alaska.
Nippon Suisan (Nissui), the second largest
marine product company in Japan, alsooffered new MSC- certified products thisyear. These include canned mackerel, thefirst ever MSC certified canned productfrom a Japanese company. Nissui is working
with its group companies to increase its

capacity for producing and selling certified
fishery products. Meanwhile Ishihara
Marine Products, which supplies fresh andprocessed tuna to the Japanese market,
has reacted to the growing appetite forsustainability by entering its pole-and-line
skipjack and albacore tuna fisheries forassessment against the MSC Fisheries
Standard. The Ishihara company caught
1,780 metric tonnes of skipjack andalbacore tuna in 2016.
The increased availability of MSC certified
seafood will enable more consumers andcompanies to make sustainable choices.
Panasonic set an example this year byannouncing that it will offer MSC certified
seafood in all its staff canteens by 2020,
starting with its headquarters in Osaka.
With all of these major supporters of the
program, sustainable seafood in land of
the rising sun is definitely on the rise.

Sustainable seafood getting big in Japan��%MSC ASClabelled by 2020

31

��%

MSC or ASC
labelled by 2020
Ishihara Suisan's boat Eisei-maru No. 8 © Eiseimaru

32

MSC Annual Report 2017-18

Number numbers
Productof productswith the MSC label
30000

1079

2387

4723

7640

10964

14789

16283

�8,���

*products on sale with theblue MSC label

18149

21085

24703

28516

Number of MSC labelled products available around the world

Germany
25000

Netherlands

���,���
tonnes of seafood sold toconsumers with the MSC label

United Kingdom
FranceSweden20000

Denmark
Austria�.�bn

Switzerland
15000

Estimated

US$

United States
Belgium
Rest of the world
Spain

10000

**

spent by consumers on
seafood with the MSC label

Italy

5000

*Number of products defined as the global
sum of products available in individual
countries (Stock Keeping Units, or SKUs)

0**Retail market value of consumer-facing
MSC ecolabelled products, calculated byadding a global average 40% retail mark-up
to wholesale values.

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

MSC labeled products

33

Market uptake ofseafood with the
MSC label started inEuropean countries
where consumers
were receptive toenvironmental issues.
Today the blue fish label
can be found in all major
economies. In addition tofrozen, fresh and canned
seafood it appears on
nutraceuticals, pet food,fish meal and maybe
soon even wild pearls.
Nicolas Guichoux, Global
Commercial Director, MSC

Seafood products on shelf in Finland© Elina Manninen

34

MSC Annual Report 2017-18

��th anniversary campaign:
Keep it Wild

Watch highlights of thecampaign from around the world

We used our 20th anniversary to launch our biggest ever consumer marketing campaign.
Under the theme ‘Keep it Wild’, we worked with hundreds of partners to take our message
to beaches, to cinemas, to supermarkets, to conferences, to canteens, to people’s homes
and their smartphones. The campaign helped grow consumer understanding of our bluelabel, increase our social media following and strengthen our partnerships.

Supply jpeg

The MSC’s Keep it Wild video was shown extensively on TV, Cinema andsocial media © MSC

Schleswig-Holstein Environment Minister Robert Habeck speaking at
MSC Germany’s 20th Anniversary launch event © Jane Schubert / MSC

��

countries

Our campaign ran in 21 countries, and activities
were tailored to each market. In Denmark, Sweden,
Germany and China we took over the screens inpublic transport hubs, and in the UK and Italy wedebuted on TV. In South Africa and the US wefeatured in ocean film festivals, while in Poland,
France, the UK, South Africa and Denmark wewowed cinema audiences, and in France andAustralia we convened debates.

�millionOur TV and cinema
advert was viewed
over 6 million times.

Watch the 20th Anniversary TV and Cinema ad���+In store marketing at fresh fish counters in Finland © Alex Webb / MSC

Supermarket sampling at Sustainable Seafood Week in China © Gao Rui/MSC

millionIn total our campaign
activities reached wellover 100 million people.

��th anniversary campaign

35

Online and social media
We relaunched our consumer-facing website msc.org and produced videos and other online
content telling some of the real-life stories behind the MSC label. Our ‘Wild One’ ambassadors– including fishers, chefs, food writers, scientists and surfers – helped take our message
to new audiences and to grow our social media profile.

Visit the new MSC website© iStock.com/Peopleimages

���,���

Likes on Facebook

��,���

followers on Twitter

MSC Denmark’s Keep it Wild campaign on the Copenhagen Metro © Magnus Klitten Fotografi

36

MSC Annual Report 2017-18

Partner campaigns
across the world
Sam’s Club chooses sustainable fish oil

Sam’s Club picked up our first US Ocean Champion award in October, recognising its
commitment to sourcing 100% of its fish oil and krill oil from MSC certified fisheries.
The members-only store, which has almost 600 outlets across the US and Puerto Rico,
has run a number of campaigns to raise awareness of sustainable seafood, which have
had a real impact on buying behaviour. In one test, certified and non-certified fish andkrill oil products were sold side by side, with some simple messaging about theirsustainability credentials. Even though the certified products cost slightly more,
shoppers overwhelmingly chose the sustainable option.

Sainsbury’s brand walls

Sainsbury’s has made a public commitment
to source 100% certified sustainable seafood
by 2020, and has won MSC’s UK retailerof the year five times. During 2017-18, MSC
featured prominently on the company’s“brand walls” – large in-store displays
promoting the Sainsbury’s core values, oneof which is “sourcing with integrity”. A totalof 440 supermarkets and 47 convenience
stores installed brand walls, reaching
8 million customers each week. In-store
messages were backed up by social media,
press and online communications.
© Stephen Ironside Photograph© J Sainsbury plc

Partner campaigns across the world37

Meet 'Wild One' Laura Wells
and hear her MSC story

Australian Zoo delivers sustainable seafood message

Taronga Zoo in Sydney has supported the MSC for many years byserving only MSC or ASC certified seafood at their food outlets,
functions and events. This year, Taronga Zoo partnered with the
MSC for Australia’s first ever Sustainable Seafood Week. MSC
ambassador, marine scientist and model Laura Wells attended theiconic seal attraction and used the week to highlight theimportance of choosing seafood from sustainable fisheries tominimise impacts to sea life such as Australian sea lions andseals. The MSC sustainability message is a permanent educationalfeature at the zoo’s daily seal show, which attracts up to 3,000
guests on a busy day.

McDonald’s sustainable fishing gameIn 2018, McDonald’s USA marks five years
as the first and only global restaurant
company to serve MSC certified fish at every
U.S. location. To underscore theircommitment to healthy oceans and fish for
future generations, and make the topic
accessible for children, McDonald’s, inpartnership with the MSC, created “Reel It
In!” – the only card game in the world thatteaches the importance of sustainablefishing. The game, featuring colorful
illustrations of Alaska pollock, is available
to download online and helps raiseawareness about McDonalds' status as a
Marine Stewardship Council certified
restaurant using social media channels.
© Sally Bolton / MSC© McDonald’s

38

MSC Annual Report 2017-18

Consumers believe incertified sustainable seafood
Watch one of 3 global webinars
explaining our 2018 consumer insights

Consumers worldwide increasingly want
independent verification that their seafood
comes from sustainable sources – andmore people than ever recognise and trust
the MSC to provide this.
Those are some of the key findings from acomprehensive study that we commissioned
into seafood consumers globally, building
on a similar survey carried out two years
before. Leading research agency GlobeScan
surveyed more than 25,000 consumers in
22 countries, of whom 18,909 were regularseafood consumers, to understandmore about their concerns and seafoodbuying habits.
While pollution was identified as thebiggest issue facing the ocean, overfishing
was consistently seen as the next greatest
threat. Consumers were also concerned
about other issues, including illegal fishing,
and bycatch of dolphins, sharks and turtles.

Most consumers (72%) agreed that in orderto save the oceans we need to consume
seafood from sustainable sources. An
increasing number believe that people
should be prepared to switch to anothertype of fish if it is more sustainable(70% in 2018, up from 68% in 2016).
In a change from 2016, consumers overall
put price above sustainability considerationsin their seafood purchasing decisions –although women were more likely to placesustainability first. However, in a numberof countries where the MSC has aconsiderable market presence (Germany,
Austria, Spain, UK, Switzerland, Italy andSweden), consumers still placesustainability above price, regardless of
their age or gender.
An increasing proportion of consumers
want to see independent verification of
the sustainability and environmental

claims that brands and supermarkets make
(72% this year compared to 68% in 2016).
In a climate of persistently low consumer
trust in business globally, trust in the blue
MSC label remains high at 69%. Awarenessand understanding of the MSC label
have increased among the general public.
Overall, 41% of consumers recognise thelabel (up from 37%) and 37% (up from32%) have a good understanding of what
it means. Younger people are even more
tuned in: almost half of 18-34 year olds
(49%) recognise the label and 41% knowwhat it stands for.
Consumers of all ages are concerned
about the future, with 83% agreeing that
we need to protect fish and shellfish for
future generations. And those who areaware of the MSC overwhelmingly believe
we can help: 81% thought the MSC has
a key role to play in ensuring our children
and grandchildren can enjoy seafood.

��%believe that to save theoceans we need to consume
sustainable seafood��%of consumers recognise theblue MSC label��%trust the MSC’s claims

GlobeScan surveyed 25,000 people in 22
markets: Australia, Austria, Belgium, Canada,
China, Denmark, Finland, France, Germany,
Italy, Japan, Netherlands, New Zealand,
Norway, Poland, Singapore, South Africa,
Spain, Sweden, Switzerland, UK, USA

Consumer insights and education

Educating the next generation

We want to ensure healthy oceans and seafood
supplies for future generations – and educating
the next generation is an important part of this.
We’ve worked with schools before, including
running education campaigns withfood-service partners who provide certified
seafood in school dinners. But this year we
stepped up our engagement by launching a
new education program.
Now live in France, the UK, Germany, theNetherlands, Sweden and Spain, it includes
curriculum linked resources and lesson plans
for teachers of children aged 11+.
A 15-minute film, My dad the fisherman, follows
a fisherman’s daughter as she explores why
our oceans are threatened and what ocean
sustainability means. The film introduces thescience behind sustainable fishing, using
creative animation to introduce concepts likemaximum sustainable yield. In the UK
it won a Highly Commended at the
Geographical Association publisher’sawards 2018, which recognise resourcesthat make a significant contribution togeography in schools and colleges.
We’re excited about further developing
this area, and plan to use our partnerships
with zoos and aquariums to introduce
new experiences for pupils.

Watch the film and explore
our learning resources“A professionally produced topical video
with some simple to use lesson plansthat ensures anyone (young or old) who
watches it begins to understand theconcept of ocean sustainability as wellas the roles of fishermen.”
Geographical Association on the MSC’s
My dad the fisherman

39

In a world of increasing consumer
pessimism, people are looking formessages of hope and reassurance.
We are happy to see that the themeof protecting seafood for future
generations resonates strongly with
consumers in all 22 countries surveyed.
We’re also seeing that, in a low trust
environment, consumers are
increasingly looking to third parties
to verify sustainability claims.
Abbie Curtis, Associate Director, GlobeScan© iStock.com/ bluecinema

40

MSC Annual Report 2017-18

Upholding our Standards
The MSC Fisheries Standard is a global
benchmark for sustainable fishing,recognising well-managed fisheries thattarget healthy stocks and minimise impacts
on marine ecosystems. But fisheries science
is complex and evolving, and where thebar for sustainability is set is often hotly
debated. We’re constantly striving to ensure
our Standards and assurance systemremain robust and credible, meeting the
expectations of diverse stakeholders whileremaining practical, accessible andscience-based.

Fisheries Standard 2.0

The MSC Fisheries Standard is itself
continually improved to reflect widely
accepted new science and best practices.
Since October 2017, all fisheries seeking
recertification have had to meet the moredemanding requirements of Version 2.0 of
our Fisheries Standard. Developed throughextensive consultation, the new Standard
requires stronger protection for seabed
habitats, including those consideredparticularly vulnerable ecosystems. It also
required fisheries to minimise unwanted
catch and to address the cumulative effects
of bycatch across certified fisheries
operating in the same area.

We’re already seeing certified fisheries
make further improvements in order tocomply with the new Standard. Norway’s
North East Arctic cod fishery, for example,
has agreed to freeze its fishing footprint
around Spitsbergen and extended a seabedmapping program to better understandthese habitats and the impacts of trawl
fisheries in the Barents Sea.

Reviewing the Fisheries
Certification Process

The pilot for the new Fisheries Certification
Process (FCP) closed this year after a roundof reviews and consultations beginning inlate 2015. The FCP contains the requirementsthat Conformity Assessment Bodies must
follow when assessing fisheries against
the MSC Fisheries Standard. Consultations
will continue through 2018 with the aimof reducing complexity and uncertainty ofa fishery assessment outcome, increasing
effectiveness of stakeholder engagement
and maintaining credibility and robustness.
Any changes resulting from this process
will come into effect in early 2019.

our certification system remains robust,in August 2017 we formally established
an independent Peer Review College tostrengthen oversight of fishery assessments.
The college includes around 90 experts inmarine science and fisheries management,
providing additional assurance thatfishery assessments undertaken by third
party certification bodies are rigorousand credible.

Record keeping while processing tuna in Indonesia © Titia Sjenitzer / MSC

Peer Review College

A Standard is only as strong as thesystem that supports it. To ensure thatMSC Fisheries Standard certificate © Jane Schubert / MSC

Upholding our Standards

41

Fishing for New Zealand Hoki © Jason Thomas/MSC

42

MSC Annual Report 2017-18

Our funding
and donors
The MSC continues to be extremely grateful for the long-term, generous
support from our donors. Without their help, the MSC would not be able
to fulfil our mission of ensuring oceans teeming with life, and seafood
supplies safeguarded for this and future generations. As the MSC
increasingly works to expand and strengthen our work globally, ourdonors share our vision and they are there to support us.
In particular, we would like to highlight the impact of our four largest
donors: the David and Lucile Packard Foundation, Dutch Postcode
Lottery, the Mava Fondation pour la Nature, and the Walton Family
Foundation: their incredible support has been essential to our growthand success. In addition, many project funders have provided criticalsupport MSC’s work across the world.
Project grants from the Walton Family Foundation and Kingfisher
Foundation have helped us research digital traceability in the supply
chain, while the Adessium and Mava Foundations have expanded
our work into the Mediterranean in France, Spain and Italy and western
Africa. The Packard Foundation continues its support of our work inJapan and around data-limited modelling of fish stocks, while theDutch Postcode Lottery has provided critical resources to support a
global project in South Africa, Indonesia and Mexico. Finally, we are
grateful for the support from the German development agency, GiZ,
for projects in South Africa, Madagascar and Mozambique.

We would like to thank the following
organisations for their support:
US Foundations

Other European Foundations

Kingfisher Foundation

Adessium Foundation (Netherlands)

National Fish and Wildlife Foundation

Daniel and Nina Carasso Foundation (France)

New Venture Fund

DEG (German Investment andDevelopment Corporation)David and Lucile Packard Foundation
Remmer Family Foundation
Triad Foundation
Walton Family Foundation

UK Trusts and Foundations
Cecil Pilkington Charitable Trust
Swire Charitable Trust

NGOs
Resources Legacy Fund / Sustainable
Fisheries Fund
WWF-China
WWF-Sweden

Dutch Postcode Lottery
GIZ (German Society for International
Development)
Mava Fondation Pour la Nature (Switzerland)
Nessling Foundation (Finland)
Oak Foundation (Switzerland)
Statutory European Fisheries Fund
(Finland, United Kingdom)
The Swedish Institute (Sweden)
Umweltbundesamt (Germany)

Corporate
Haikui Seafood (China)
Findus (Sweden)

Our funding and finances

43

Our finances ���� -�8
Report by the Trustees on thesummarised financial statements
Total
incomeTotal
expenditure£24,878,504£20,232,207

Where the money comes from

Where the money goes to

24% Donations and legacies

23% Policy and maintenance of Standard2%

32% Education and awareness

Other trading activities

73% Income from charitable activities (logo licensing)1%

Income from investments

The summarised financial information is extracted from the full statutory
trustees’ annual report and financial statements which were approvedby the trustees and signed on their behalf on 26 July 2018. An unqualified
audit report was issued in relation to the full statutory trustees’ annual reportand financial statements by our auditors Crowe U.K. LLP on 21 August 2018.
The auditors have confirmed to the trustees that, in their opinion, thesummarised financial information is consistent with the full financial
statements for the year ended 31 March 2018. This summarised financial
information may not contain sufficient information to gain a complete
understanding of the financial affairs of the charity. The full statutory
Trustees’ report, financial statements and auditors’ report may be obtainedin writing from Finance Director, Marine Stewardship Council, 1 Snow Hill,
London, EC1A 2DH, United Kingdom.
Signed, on behalf of the Trustees:	36% Commercial and fisheries servicing 		and outreach
7%

Logo licensing

2%	Expenditure on raising funds

Total funds at 31 March 2018: £29,074,165
Compared with total funds of £24,892,780 on 31 March 2017.
Other gains and losses in the year not shown under income or expenditure amounted to a loss of £464,912

Werner Kiene,
Chair, MSC Board of Trustees
21 August 2018

44

MSC Annual Report 2017-18

Governance ���� -�8
The MSC Board of Trustees

The Technical Advisory Board

The MSC Board of Trustees is the MSC’s governing body. With advice from the TechnicalAdvisory Board and Stakeholder Council, it sets the strategic direction of the MSC, monitors
progress and ensures the MSC meets its objectives.

The Technical Advisory Board advises the MSC Board of Trustees on technical andscientific matters relating to the MSC Standards, including developing methodologies
for certification and accreditation and reviewing the progress of fisheries certifications.

Dr Werner Kiene
Chair
Mr Paul Uys
Chair of MSCIDr Simon Jennings
Chair of the Technical Advisory Board
Ms Christine Penney
Co Chair, Stakeholder Advisory Council
Mr Peter Trott
Co Chair, Stakeholder Advisory Council
Ms Lynne HaleMr David Mureithi

Dr Simon Jennings (UK) Chair

Dr Juan Carlos Seijo (Mexico)

Mr Eric Barratt

Dr Christopher Zimmermann (Germany)

Dr Florian Baumann (Germany)

Mr Jean-Jacques Maguire

Dr Keith Sainsbury (Australia)

Ms Michèle Stark (Switzerland)

Mr Felix Ratheb

Mr Sergey Sennikov (Russia)

Mr Jim Leape

Mr Adam Swan (UK)

Welcome to new members:
Ms Christine Penney and Dr Simon Jennings

Ms Lucia Mayer Massaroth (Germany)
Dr Tim Essington (USA)Dr Victor Restrepo (USA)Mr Alex Olsen (Denmark)Thank you to departing members:

Dr Christopher Zimmermann and Mr Jeff Davis

Dr K Sunil Mohamed (India)

Dr Tony Smith and Mr Stephen Parry

The Marine Stewardship Council International (MSCI) Board provides oversight of the MSC’s ecolabel licensing and fee structure.

Dr Werner Kiene
Board of Trustees Chair

Mr Sergey Sennikov

Thank you to departing members:

The Marine Stewardship Council International Board
Mr Paul Uys
MSCI Chair

Welcome to our new member:

Mr Eric Barratt

Thank you to departing member:

Mr Rupert Howes
MSC Chief Executive

Mr Jeff Davis

The MSC’s governance45

Panel debate at the MSC Seafood Futures Forum at the 2018 Seafood Expo in Brussels © Bart Vercammen / MSC

46

2017-18MSC Annual Report 2017-18

The MSC Stakeholder
Advisory Council
The MSC Stakeholder Advisory Council (STAC) has evolved from the previous Stakeholder Council entity,
following an independent governance review in June 2017. The STAC provides advice to the MSC Boardof Trustees and input into the MSC’s review processes and provides a formal channel through whichstakeholders can provide their views to the MSC. It includes representatives from the seafood industry,
conservation community, market sector and academia. The membership reflects diverse experiences,
geographies and interests in relation to the work of the MSC.
Peter Trott
Co-Chair, Fishlistic, Australia

Johann Augustyn
SADSTIA, South Africa

Christine Penney
Co-Chair, Clearwater Seafoods, Canada

Ivan Lopez
Pesquera Ancora, Spain

Yumie Kawashima
Aeon, Japan

Marco Quesada
Conservation International, Costa Rica

Louise Heaps
WWF, UK

Yorgos Stratoudakis
IPMA, Portugal

Agathe Grossmith
Carrefour, France

Rory Crawford
Birdlife International/RSPB, UK

Heather Brayford
Government of Western Australia, Department ofPrimary Industries and Regional Development, Australia

Stefanie Moreland
Trident Seafoods, USA

Carmen Revenga
The Nature Conservancy, US
Darian McBain
Thai Union, Thailand

Tor Larsen
Norwegian Fishermen’s Association, Norway
Amanda Nickson
The Pew Charitable Trusts, USA

Aditya Utama Surono
MSC extends its condolences to the family
and friends of Stakeholder Advisory Council
member Aditya Utama Surono, who sadly
passed away in August 2018. Aditya’s passion
for sustainability and contribution to the MSC
program will not be forgotten, and he will begreatly missed personally and professionally.

The MSC’s governance

47

MSC staff at a Commercial and Marcomms workshop in London © MSC

The MSC is a steadily growing network of talented and inventive people with diverse
skillsets working closely with our many stakeholders and partners. They, along with thepartners that support the MSC’s mission, are the greatest asset we have. The Board andexecutive team value their passion and individual contributions and would like to thankthem for another successful year of helping protect our oceans for future generations.
Rupert Howes, Chief Executive, MSC

48

MSC Annual Report 2017-18

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All data in this report is correct as of 31 March 2018, unless otherwise stated.
The reporting year is 1 April 2017 to 31 March 2018.

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