“The sustainable seafood movement is gathering momentum, and Whole Foods Market has been a longtime supporter of this trend and the MSC,” said Jim Humphreys, MSC’s regional director of the Americas. “Studies suggest that consumers prefer sustainably caught seafood, and Whole Foods Market is offering fresh Pacific halibut at the peak of its season to satisfy that demand.”
The MSC said it creates "sustainable fisheries around the world by using market-based incentives."
The MSC contracts with a handful of third-party certifiers to assess fisheries.
