MSC LAUNCHES SUSTAINABLE SEAFOOD SEPTEMBER 2025

MSC launches Sustainable Seafood September 2025 with new ‘Buy Blue, Protect Dinner’ campaign

The Marine Stewardship Council (MSC) has launched Sustainable Seafood September 2025, its flagship annual campaign in the UK and Ireland, which is now in its sixth year.

This year introduces a brand-new concept — ‘Buy Blue, Protect Dinner’ — designed to engage younger seafood consumers. MSC research shows that younger generations are eating more seafood and are increasingly motivated to live healthier and more sustainable lives.

The campaign sends a clear message: by choosing seafood with the blue MSC ecolabel, consumers can help safeguard their favourite dishes and the oceans they come from.

“Sustainable fishing means the seafood we love today can be enjoyed by generations to come,” said George Clark, MSC Program Director, UK & Ireland “Buy Blue, Protect Dinner is about making small, positive choices that collectively protect our oceans and ensure seafood remains on the menu.”

Throughout September, the campaign will spotlight four popular dishes made with MSC-certified seafood. The accompanying Buy Blue, Protect the Ocean creative highlights how sustainable fishing protects marine ecosystems while keeping seafood favourites available for the future.

The MSC worked with award-winning creative agency Don’t Panic London | Certified B Corp to develop the campaign, which will feature on social media and outdoor advertising across the UK and Ireland.

The MSC also acknowledges the contributions of key partners:

• James Strawbridge, MSC UK Ambassador, for recipe development and food styling
• Harbour Lights Fish and Chips (Falmouth) for showcasing sustainable Cornish fish and chips
• PixelRain for photography and videography
• Palace Project for connecting the message with younger seafood consumers

About the Marine Stewardship Council (MSC)
The Marine Stewardship Council (MSC) is an international non-profit organisation that sets globally recognised standards for sustainable fishing and seafood traceability. The blue MSC ecolabel helps consumers identify and choose seafood that comes from well-managed, sustainable fisheries.

Main Image © Marine Stewardship Council (MSC)