The Marine Stewardship Council Programme - SEAFOOD Ecolabelling: Principles and Practice - page 103

critical mass to prove the MSC concept and help to move the MSC to the 'tipping
point', beyond which it will be self-sustaining.
The MSC's strategic plan (MSC 2006a) contains a series of time-bound, quan-
tified and measurable outputs that we will deliver in order to realise the desired
outcomes and achieve our goals. Key benchmarks include securing commitments
to the MSC programme from major retailers in target countries, achieving specific
shares of total consumption of wild fish from MSC-certified sources, a defined
increase in the amount of MSC-labelled product available in major stores, a com-
munications programme for priority markets, and improvements in the efficiency
of the operation of the assessment system.
The take-up of the programme will depend on the actions of many potential
partners. We fully recognise that the MSC is just one tool of many designed to
promote sustainable seafood and marine conservation, and we look to working
closely with partners from a broad community of interests to achieve our shared
goals.

References

Agnew, D., Grieve, C., Orr, P., Parkes, G. & Barker, N. (2006) Environmental benefits
resulting from certification against MSC's principles and criteria for sustainable fishing ,
134 pp Marine Stewardship Council, London, UK. Available at: http://www.msc.org/

assets/docs/Resources/MSC Environmental Benefits Report Phase1 FINAL 4May
2006.pdf [accessed on February 2008].
Bakalar, N. (2006) Fish oil linked to lower alzheimer's risk. New York Times [in-
ternet] 14 November 2006. Available at: http://www.nytimes.com/2006/11/14/
health/14alzh.html?ex=1321160400&en=84d1e746f912f5d0&ei=5088&partner=rssnyt
&emc=rss [accessed on 17 April 2007].
BBC News Online (2004) Fish areas 'need drastic action' [online], British Broadcast-
ing Corporation, London. Available at: http://news.bbc.co.uk/1/hi/sci/tech/4072503.stm
[accessed on 16 April 2007].
FAO (2005) Guidelines for the ecolabelling of fish and fishery products from marine capture
fisheries , 91 pp. Food and Agriculture Organization of the United Nations, Rome.
FAO (2006) The state of world fisheries and aquaculture . Food and Agriculture Organization
of the United Nations, Rome.
Huntington, T., Frid, C., Banks, R., Scott, C. & Paramor, O. (2004) Assessment of the
Sustainability of Industrial Fisheries Producing Fish Meal and Fish Oil. Royal Society
for the Protection of Birds, Berkshire, UK.
Kurlansky, M. (1999) Cod: A Biography of the Fish That Changed the World . Vintage; New
Edition, Random House, London.
Lantin, B. (2004) New guidelines on oily fish are no red herring , Daily Telegraph (UK)
[internet], 6 July 2004. Available at: www.telegraph.co.uk/health/main.jhtml?xml=/
health/2004/07/06/hoily06.xml [accessed on 20 February 2008].

.