The Marine Stewardship Council (MSC) has launched the 111th MSC labelled product in China, Iceland Golden Red Fish.
It was launched together with online retailer, Tmall.com, (under Alibaba.com) during the first day of China Seafood Expo.
“This is MSC’s third joint promotion with Tmall.com in 2016, illustrating the growing Chinese appetite for sustainable and traceable seafood,” Nicolas Guichoux, MSC’s global commercial director.
He added: “Over the last 4 years we’ve seen positive and growing interest in MSC and sustainable seafood in China, and we applaud Tmall.com’s efforts to promote sustainability to Chinese consumers. Tmall.com’s program demonstrates how retailers and manufacturers are exploring new trends to attract more sustainable seafood lovers.”
Icelandic golden redfish is one of 10 products to be promoted in the MSC-Tmall.com partnership, which includes lumpfish from Iceland, cod from Norway, and lobster from Canada.
This coincides with Tmall.com’s 11.11 promotion which aims to offer sustainable and traceable seafood to Chinese consumers, as well as encouraging its consumers to contribute to healthy oceans through purchasing power.
The announcement marks a critical milestone in the development of MSC in China, which has witnessed steady growth in local market demand for certified, sustainable seafood.
“MSC established the China office in 2013 and has since experienced positive engagement and growth, with 290 companies now holding MSC Chain of Custody certificates in China,” said An Yan, MSC’s China representative.
He concluded: The golden redfish, packaged by China Qingdao Oceanese Group has been registered as the 111th product to bear the MSC ecolabel in China, which will encourage more partners to engage in our labelling program.”
“This is an important step forward in a long journey to create a sustainable and traceable seafood market for Chinese consumers.”
