Marine Stewardship Council
From an early age, Rupert Howes was passionate about nature. Influenced by conservationists like David Attenborough, he was determined to make the world more sustainable. Although he ultimately became an economist instead of a marine biologist, he never strayed from his childhood passion. He worked with environmental organizations, wrote a book on motivating industries to improve environmental performance and championed corporate responsibility. In 2004, he became CEO of Marine Stewardship Council (MSC) because, he said, his economic training and general pragmatism “convinced me that we have to work with the grain of the market if we are to shift our economic system to a more sustainable footing. Markets are not perfect, but they can work better.” When Rupert arrived, MSC was not thriving. He revitalized the organization by hiring new staff, improving finances and developing a strategic plan. Since then, the number of fisheries undergoing certification has tripled, and the number of MSC-branded products has doubled.
IMPACT AS OF JAN. 2013:
- There are: 289 Fisheries engaged in the MSC program, 189 Certified fisheries, 100 Fisheries in assessment and another 40 to 50 fisheries in confidential pre-assessment.
- In Feb. 2013, McDonald’s USA will become the first national restaurant chain to adopt the Marine Stewardship Council’s blue ecolabel on its fish packaging in restaurants nationwide.
- In Oct. 2011, McDonald’s Europe introduced the MSC ecolabel on 100 million Filet-O-Fish sandwiches across the continent.
- 23% of shoppers across markets around the world recognize the MSC ecolabel.
- Together, fisheries already certified or in full assessment record annual catches of around 10 million metric tons of seafood. This represents over 11% of the annual global harvest of wild capture fisheries.
- The fisheries already certified catch over 7 million metric tons of seafood. This is close to 8% of the total wild capture harvest.
- Worldwide, more than 17,000 seafood products, which can be traced back to the certified sustainable fisheries, bear the blue MSC ecolabel. Use their sustainable seafood product finder to see what’s available in stores in your country.
- Learn more: http://www.msc.org/business-support/key-facts-about-msc
SEE THEIR WORK IN ACTION: