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As of right now there are several groups that "certify" and put a label on sustainable fish, the most prominent of which is the Marine Stewardship Council, an independent, non-profit organization based in the UK. Established in 1999 as a joint effort between industry (Unilever) and conservation (WWF), the MSC has certified 857 products as of September 2007 (MSC 2007). A major issue the MSC faces is the lack of publicity: because so few sustainable fish products exist and the council is independent of other larger conservation groups, the lack of name recognition has made it more difficult for the MSC to advertise the advantages of the ecolabeled products. Before the MSC began to market its products, a survey conducted in the U.S. in 1998 showed that only 5 percent of those polled would trust the MSC as a certification agency, compared to 23 percent for WWF and 49 percent for the National Marine Fisheries Service.
The Meanwhile, the Global Aquaculture Alliance, another international NGO, has outlined standards for "best aquacultural practices," detailing measures that include property rights, biodiversity protection, environmental management, and food safety for both shrimp farms and shrimp hatcheries. Guidelines are also given for seafood processing plants. Foods processed at facilities that meet these standards are granted certification from the Aquaculture Certification Council, Inc.
We believe it would prove more effective to have for these organizations, and any other labeling intiatives that may form, to unite their efforts. This way the group could gain global trust and standardized labels could be provided for easy recognition of the meaning of the ecolabel. This model can be taken after the Fairtrade Labelling Organizations International, which brings together 20 different labeling initiatives under one name and one logo.
FLO International also plays an overarching role in linking the suppliers of fair trade products--such as the various producer organizations representing small farmers in Africa, Asia, and Latin America--to retailers and consumers in North America, Europe, and Australia. While the producers of sustainable fish can come from both the fisheries of both developed and developing nations, the sustainability label, like the fair trade label, will be targeted mainly towards consumers in developed countries who are most appealed by the "feel-good factor" and are most likely to be able to afford the luxury. The list of countries where MSC labeled food is currently sold is largely consistent with the countries that have fair trade intiatives. When Alaskan pollock received its MSC certification in 2004, Richard Muir, the president of Genuine Alaska Pollock Producers, expressed his hopes that the label would help the marketing group, and cited Europeans in particular as strong supporters of sustainable products.
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