The Marine Stewardship Council Programme - SEAFOOD Ecolabelling: Principles and Practice - page 99

and reassessments, on how the existing standard should be applied in all fishery
assessments.

4.9 Traceability and assurance in the supply chain

As with the MSC standard for sustainable fishing, the chain-of-custody standard
and supporting documentation has been regularly improved and reviewed since its
inception. Traceability is an increasingly important element of the MSC's certifi-
cation programme as food scares and other concerns have caused retailers to seek
tighter control of the supply chain (Pastoor 2007).
In February 2007, the MSC launched the traceability and assurance in the sup-
ply chain project to review the technical traceability requirements and verifica-
tion procedures for seafood products carrying the MSC ecolabel (MSC 2007).
The project started by establishing an expert working group to support and ad-
vise on the traceability and assurance in the supply chain project, inviting a range
of stakeholders to take part, including members of the MSC's technical advisory
board (TAB), fisheries client group and commercial partners. The project will
involve:

product 'trace backs' down the supply chain from the point of sale to the source
fishery;

investigating additional verification methods of the supply chain and labelled
products;

training and guidance materials for MSC-accredited chain-of-custody auditors,
and advice for seafood companies to support effective and consistent implemen-
tation; and

improved internal procedures for handling data, approving packaging and giving
advice to new enquirers.

4.10 Developing world programme

MSC is attempting to launch a global brand and certification programme to catal-
yse a shift to more sustainable fishing practices around the world. Consequently,
particularly given the highly traded nature of seafood, it is vital that the assessment
process is available and accessible by all fisheries including those in the develop-
ing world. Half of all seafood consumed in the developed world originates from
developing country fisheries (Fliess et al . 2006).
Unsustainable fishing practices pose an acute threat not only to the livelihoods
of the millions of fishers in the developing world, but also to the food security
of countless millions who depend on seafood for their only or primary source of