In the beginning: For much of the ‘70s and ‘80s, disagreements over the use of fisheries resources generally ended up in court, most often pitting environmental groups against a government fisheries agency. The battles were contentious and a drain on each side's time and money. In 1995, the UN adopted the Code of Conduct for Responsible Fisheries, for the first time codifying what responsible fishing really means.
The Sutton Doctrine: In 1997, at an annual meeting of the National Fisheries Institute (NFI), Michael Sutton of the Monterey Bay Aquarium (at that time) told those gathered that the sustainable seafood movement was about to change everything in their industry. Many industry execs scoffed. Others shot him angry looks, surprised at his audacity to tell them how they were going to run their businesses. “We were laughed at,” Sutton said.
The MSC arrives: Though it took time for it to take hold from its foundation in 1997, the arrival of the MSC marked the transition from the old days of court-battle fisheries management to the market-driven sustainable seafood movement.
Give swordfish a break: The “Give Swordfish a Break” campaign in 1998 was the first large-scale effort to mobilize US seafood buyers, chefs and consumer in support of fisheries conservation. It became a model for other similar efforts such as “Take a pass on Chilean sea bass.” (2002).
What’s in your wallet? They have become a part of the seafood landscape, but back in 1999 the Monterey Bay Aquarium’s seafood wallet cards, which rank the sustainability of seafood based on a color (green, yellow, red) system, were new and controversial.
The Sustainable Seafood Summit is born: The first seafood summit in 2000 largely went unnoticed by the seafood industry. Today it is one of the main seafood events of every calendar year.
Best Aquaculture Practices: In 2002, the Global Aquaculture Alliance (GAA) created the Aquaculture Certification Council and introduced sustainable seafood traceability to the rapidly growing aquaculture industry.
Pollock and McDonald’s change the game: In 2004, the MSC got the traction it needed when it certified the Alaska pollock fishery, one of the largest fisheries in the world and a key supplier to mega-restaurant chain McDonald's and frozen fish purveyors globally.
FAO eco-labeling guidelines are born: In 2005, the UN’s Food and Agriculture Organization (FAO) adopted guidelines for eco-labeling of fishery products from marine capture fisheries, creating a baseline for independent eco-label programs.
Greenpeace is on the roof! In 2006, Greenpeace took its protests directly to supermarkets, hanging banners from rooftops and other large-scale awareness-raising performances, including a protest at the Brussels seafood show. This led to sustainability rankings of retailers some years later.
Walmart climbs aboard MSC train: In 2006, the world’s largest retailer, Walmart, pledged to sell fresh and frozen, wild-caught seafood from fisheries certified sustainable by the MSC.
NFI comes full circle: Despite its early opposition to the MSC and the sustainable seafood movement, in 2008 National Fisheries Institute (NFI) President John Connelly joined the MSC board. (important to note that Connelly was not with NFI in 1997, when the group originally dismissed the idea of a sustainable seafood movement.)
Fishery improvement projects (FIPs): The Sustainable Fisheries Partnership in 2008 launched the Russian Pollock Fisheries Improvement Partnership, which was a model for the evolution of fishery improvement projects (FIPs), which are prevalent today.
Oh no! Stinky Fish: In 2008, arguably the most ill-conceived consumer marketing campaign – Stinky Fish – was launched by WWF/MSC. It produced a bitter response from the industry and highlighted the dissension between NGOs and seafood companies a decade into the sustainable seafood movement.
ASC arrives: WWF’s Aquaculture Stewardship Council (ASC) took flight in 2009. Today it is battling it out with the Global Aquaculture Alliance's (GAA) Best Aquaculture Practices (BAP) for the certification of global aquaculture operations.
Rise of the CSO and CSR: In 2011, Phillips Foods created the new position of VP of sustainability. It was one of the first seafood companies to do so. Today, the position Chief Sustainability Officer (CSO) is a standard part of business, as are Corporate Social Responsibility (CSR) policies. America’s first Chief Sustainability Officer was appointed in 2004 at DuPont.
Alaska and MSC divorce: In 2012, The major Alaska seafood providers announced they would pull out of the MSC salmon certification program, opting for a home-grown program run by the Alaska Seafood Marketing Institute (ASMI). Ultimately, they rejoined MSC, but their move inspired a new wave of eco-label schemes.
Benchmarking: In 2013, the Global Sustainable Seafood Initiative (GSSI) was established to create a benchmarking tool to recognize sustainable certifications programs that meet international standards.
Full disclosure: Transparency and traceability advances seem the most likely next steps in the sustainability movement. The coming years very well could bring a whole new level of disclosure and transparency of the supply chain. Example: The Ocean Disclosure Project, which is now being implemented by Publix, Morrisons, The Co-operative and Asda.

Where have you been for the last 20 years?