We were a founder member of the Sustainable Seafood Coalition.  We left because we felt the SSC had a restricted and limiting vision of sustainability with a cult-like worship of the MSC.  We re-joined in 2023 in large part because we DO like the idea of co-operating and we are fully aware that sustainability is a journey, not everyone has the same starting point or constraints and working together is a good thing. 

We feel the SSC is more open to differences of opinion and approach on subjects like the MSC and is aware of the social questions that will increasingly be asked around supply chains.  We have also conceded ourselves one major point to align our definition of sustainability with the SSC code, we’ve dropped the use of the word sustainably-fished for the less loaded term, responsibly-fished.  These two terms are defined by the SSC and in wild fish using the word sustainable in any way meant that a fishery was certified by the MSC.  This is also changing.  It feels like a debate over semantics.  Our position now is a) we are not and have never seen ourselves as the competent authority to declare whether a fish stock is or is not sustainable and b) if by saying sustainably-fished we risk implying that the stock is sustainable, then we are best changing the term we use.