More and more, sustainable seafood certification groups are launching expensive consumer-facing campaigns and touting their outreach to the aquaculture, fisheries and seafood companies paying for and using their eco-labels.

In their never-ending effort to make the case that certification means doing good and getting paid more for it, groups such as the Aquaculture Stewardship Council (ASC), the Marine Stewardship Council (MSC) and the Global Seafood Alliance (GSA) have been sweetening the deal by launching major PR campaigns, including two dueling efforts by ASC and GSA to grab more US market share that we reported on this week.