By Laurie Fullerton | Freelance Writer

Blue Rubicon

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Marine Stewardship Council article

August 10, 2016 | 3 min read

A new advertisement launched this week entitled "Good Catch," airing this week in hopes of raising awareness of sustainable fisheries, which work to protect fish stocks, ecosystems and local fishing communities in New England. The Marine Stewardship Council (MSC), an international non-profit organization based in the UK that is dedicated to safeguarding the seafood supply launched the campaign to educate New England consumers about identifying sustainable seafood products.

The ad features various situations set mainly in New England coastal communities where a person tosses a ball, beer, or a line to another and instead a fish lands in their outstretched palms prompting a narrator to say "Good Catch." The idea is to raise awareness of MSC-certified fish like the US Atlantic sea scallop, Maine lobster, swordfish, pollock and haddock — indicating that sustainable fishing practices are in place and consumers are making a good choice to purchase from MSC-certified fisheries and fishermen.

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"The fishing industry is vital to New England's economy, and operating them sustainably ensures that our industry will continue for generations to come," said Doug Feeney a commercial fisherman and member of the Cape Cod Fisherman's Association. "Consumers want to know that the seafood they buy is responsibly sourced — MSC certification allows us to let local shoppers know that what they're buying really does come from our sustainable sources."

"As consumers are developing greater awareness of their impact on the world, they are demanding more ways to validate that the products they buy support their values," said Brian Perkins, MSC regional director of the Americas. "You should have confidence that what you are buying really is what it says it is and that it originates from a sustainable source. The blue MSC label ensures that the seafood was caught wild, using methods that don't deplete the natural supply or come at the expense of other ocean life. By purchasing seafood that they know comes from a sustainable source, consumers help protect our oceans and ensure that seafood can be enjoyed for many generations to come. They have the power to impact the health of the ocean and the continuation of the fishing industry simply by the products they choose."

The brand agency for the Marine Stewardship Council (MSC) is EMG3 based in the UK.

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