⬆️Our ‘MSC Fish Pie’ recipe explains how The Marine Stewardship Council (MSC) certifies fisheries as sustainable even when they’re not. Photo S. Staines.

We’ve introduced some in-store recipe cards for supermarket magazine racks. Our MSC Fish Pie recipe explains how the Marine Stewardship Council has spun a recipe of lies to justify its ‘sustainable blue tick’ for seafood.

On the front of the leaflet is the dish the MSC offers on its website. And on the reverse we explain ‘The Marine Stewardship Method’, a sleight of hand illusion which has hoodwinked consumers and made them believe they are buying sustainable seafood.

The Marine Stewardship Council method:
Set up a non-profit organisation to label fish products as sustainable. Fund it by asking fisheries to pay for a ‘sustainable fishery’ blue tick and persuade the public this tick is trustworthy.

Continue selling the blue tick to fisheries while ignoring the fact industrial fishing is overfishing the Ocean at an alarming rate. Decide that destructive fishing methods, like drifting Fish Aggregating Devices (dFADs), are fine even though marine scientists are telling you they’re not.

Organise an award to reward industrial tuna fisheries for their destruction of fish populations. Bury your head in the sand and say to yourself (and your staff) that you’re doing a good job.

Get very depressed when one of the fisheries you’ve recently certified tells you there’s no more fish in the sea.

If you’d like to introduce our MSC Recipe to the shelves of your local supermarket you can download the artwork:


Either print the recipe card at you local printer at A6 size or send it here to print and deliver. The recipe is double-sided.

Happy printing and delivering, please share your photos with us.

The fate of the Ocean depends on us all.
Our interventions depend on your support.

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