Logos Appeal

Track a Fishery

To learn about current sustainable fisheries, consumers can use the “track a fishery” link to find information about fisheries from around the world. I used the tracker and found the Alaska Salmon page, where you can see that this fishery has been certified since 2000. You can also see the specific species of Salmon fished for, the type of gear used, contact information, assessment documentation, and market information.

To ensure that evidence supports this information, the assigned third party, made up of experts in fisheries management, independently assesses and consults with retailers, non-governmental organizations (NGOs), and governing bodies. The evidence, reports, and decisions publish on the "Track a Fishery" website once approved as accurate.

This subcategory within the MSC website uses the logos appeal to draw in previously skeptical seafood consumers by presenting them claims and evidence.

The Ocean Stewardship Fund

The MSC website touches on how seafood consumers that buy MSC-labeled products contribute to conservation funds, which increasingly persuades the target audience. Since the MSC is a non-profit, all income generated goes back into program work. Additionally, 5% of all MSC-certified product sales are contributed to the Ocean Stewardship Fund to continue the rise of sustainable fisheries worldwide.

The Ocean Stewardship Fund accelerates progress toward sustainability by funding innovative research and supporting sustainable fisheries. So far, in 2021, the Ocean Stewardship Fund has awarded more than $900,000 to twenty projects and fisheries ("Ocean Stewardship Fund," 2021). Many of these projects focus on improving at-sea observer safety, reducing unwanted bycatch, and improving harvest strategies.

By presenting statistics, consumers can further understand what their money spent on MSC-certified sustainable seafood products is going towards, being research and development.

Traceable Seafood

Blue MSC-labeled seafood can be traced from the supply chain back to the originated sustainable source because sellers of MSC-certified seafood must store the sustainable seafood separately from non-sustainable seafood. Traceable labeling can be enforced and traced when sellers follow proper labeling procedures. To verify that the tracing system works, the MSC performs DNA tests, which prove that 99.6% of MSC-certified sustainable seafood is precisely labeled, compared to the global average of 30% accuracy among non-MSC labeled seafood products ("Is seafood," 2021).