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MSC and Sealord Promote Certified Sustainable Seafood

30 July 2013

AUSTRALIA - The MSC, in partnership with Sealord, will reward Australia’s school children for sharing their thoughts about sustainable fishing as part of the SAVE SOME FOR ME campaign to launch in Woolworths this week.

For the next four weeks, Woolworths customers who purchase a Sealord product carrying an MSC ecolabel will not only reward sustainable fishing practices, but could go into the draw to win iPad minis and smart phone speakers. The SAVE SOME FOR ME campaign asks primary school-aged children to think about the health of the world’s oceans and to share their thoughts to win prizes.

"SAVE SOME FOR ME engages the next generation of Australians who care about the ocean and its inhabitants. It’s important we talk to this generation about sustainable seafood practices to help them make educated decisions when they’re older. But most importantly, we want to hear their thoughts on the subject," says MSC Manager for Australia, Patrick Caleo.

To enter the competition, customers can purchase any MSC labelled Sealord products from Woolworths, keep the receipt and then head to and explain in 25 words or fewer, why it is important to have enough fish in the ocean for the future.

Customers can choose from any of the 10 frozen fish Sealord products bearing the MSC ecolabel, including fish bites, fish fingers and crumbed fillets.

Fresh, unique, local, credible

"Sealord provides MSC-certified sustainable New Zealand Hoki which is fresh in the market and available in a convenient frozen format for retail and foodservice purposes," says Sealord’s Marketing Manager Australia, Megan Hauptfleisch.

"Sealord is unique because we catch our own fish on our own boats in New Zealand waters. Fish is very important to us because we live for the sea and the sustainability of our oceans."

"We work with local fisheries and the global sustainability certification team at the MSC, to ensure there will be fish for everyone in the future. This way, customers can be assured of our sustainability credentials", she added.

New Zealand Hoki: three times certified

Located off the pristine waters of New Zealand, Sealord’s Hoki fishery is one of only a handful of fisheries around the world that has met the MSC’s rigorous scientific-based standards for a sustainable fishery for the third time. First certified in 2001, the fishery achieved certification again in 2007 and most recently, for a third time, in 2012, demonstrating the fishery’s dedication to environmental improvements.

"Fisheries that have met this standard have proven their stocks are healthy, their impact on the ecosystem is minimal and they have good management systems in place," said Mr Caleo.

Free taste tests

Free taste tests and product demonstrations will be available in selected Woolworths stores during the competition period (22 July – 18 August). Customers can also download the free MSC product finder app to find Sealord products.

To find out more about SAVE SOME FOR ME, please visit and visit our Global Impacts pages for more information about MSC’s impact on sustainable fishing practices.

TheFishSite News Desk

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