New tool simplifies search for MSC-labeled fish

The Marine Stewardship Council on Monday launched a new online tool to help consumers find businesses that carry MSC-labeled seafood.

The product finder lists more than 5,000 seafood products available in stores in 60-plus countries. Links to the brand’s or retailer’s website make it easy to find suppliers’ entire ranges and discover more about the company. 

And searches can be narrowed according to a particular brand, retailer or species. So far, salmon is the most frequently searched species at 16 percent, followed by tuna (12 percent), shrimp (9 percent) and plaice/sole/flounder (5 percent).

The product finder is now in English but will soon be available in German, Swedish, Dutch and Spanish.

“Connecting consumers to sustainable seafood products is a high priority for our commercial partners, and the improvements we have introduced are in response to requests from seafood brands to better promote MSC-labelled products,” said Simon Edwards, global communications and marketing director for the London-based sustainable fisheries organization. 

“The new search function is a vast improvement on the listing of MSC-labeled products on, which, even when very basic, was one of the most visited sections of MSC website,” he added. “Consumers can now search our database and find MSC-labeled products that interest them far more quickly and conveniently. The new feature also enables partners to promote their commitment to sustainable seafood sourcing policies directly to consumers much more effectively.”


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