MSC redesigns eco-label

The Marine Stewardship Council on Thursday rolled out a new seafood eco-label.

The new eco-label, which is only slightly different than the old one, is designed to "work harder and add more meaning" to the MSC's sustainable seafood message. The new eco-label includes the text "Certified Sustainable Seafood" and "MSC" and the MSC's Web site, The logo is still blue and includes the same encircled fish symbol.

There are two versions of the logo - one has the text appearing above the fish symbol and one had the text appearing to the left of the symbol. The two options allow flexibility and do not require additional space on packaging and materials, according to the MSC.

The advertising agency Saatchi & Saatchi worked with the MSC to redesign the eco-label. The 14-month process involved consumer research in the United States, United Kingdom, Germany and Japan and consultation with MSC stakeholders worldwide.

"We will communicate further with all of our partners as more of the work with Saatchi & Saatchi reaches fruition, but today are very pleased to reveal the evolved and improved MSC eco-label," said Simon Edwards, MSC's global marketing and communications director.

Last week, the MSC reached a milestone when the Pelagic Freezer-Trawler Association's North East Atlantic mackerel harvest became the 50th fishery worldwide to earn MSC certification as well managed and sustainable.

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