Marine Stewardship Council Denmark Country Manager Morten Fristrup shared insights about the vital role the MSC plays in promoting sustainable seafood.
At today’s Community Breakfast, Morten Fristrup, the Denmark Country Manager for the Marine Stewardship Council (MSC), shared insights about the vital role the MSC plays in promoting sustainable seafood. With a background in international development and communication, Morten has spent the past decade advocating for healthier oceans through market-based solutions.
Understanding the Marine Stewardship Council
The MSC is an international nonprofit organization dedicated to ending overfishing and ensuring that marine ecosystems thrive. Morten explained that the MSC operates similarly to other eco-labels, like Fairtrade, by certifying sustainable practices in seafood production. When consumers see the blue MSC label on products, they can be confident that the seafood was sourced sustainably, adhering to strict environmental standards. This approach shifts the focus to market demand, encouraging retailers to prioritize sustainability in their seafood supply chains.
Challenges in Promoting Sustainable Fishing
One significant challenge Morten highlighted is the balance between scientific standards and market viability. Setting sustainable fishing standards requires collaboration between scientists, NGOs, and fisheries. The goal is to develop a consensus on what constitutes sustainable fishing practices. This multi-stakeholder approach ensures that the certification process remains transparent, credible, and effective.
Another hurdle is the recognition and understanding of the MSC label among consumers. While awareness is growing—about 50% of Danish consumers recognize the MSC label—many still confuse it with other certifications or are unclear about what it represents. Morten acknowledged the ongoing challenge of communicating the significance of the MSC label amidst the crowded marketplace of certifications.
Moving Forward with Community Support
As the MSC continues to advocate for sustainable fishing, Morten emphasized the importance of collaboration. By working together with retailers, NGOs, and consumers, the MSC aims to make sustainable seafood the norm. Morten also expressed interest in learning from other industries about effective online marketing strategies, particularly SEO, to enhance MSC’s outreach and impact.
The Marine Stewardship Council has a private office at Republikken.