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MSC Ecolabel User Guide - Marine Stewardship Council

1. Do not display the MSC Corporate logo Do not tilt the MSC ecolabel CERTIFIED SUSTAINABLE SEAFOOD www msc org If using in an off product environment refrain from placing the ecolabel in a position which could be misleading to consumers as to which products are MSC certified and which are not 11 Contact us If you have any questions or concerns regarding the use of the MSC ecolabel we will be delighted to assist For further information please contact Ecolabel Licensing Team ecolabel msc org Please visit the following link to find the relevant commercial manager for your region www msc org about us offices staff msc staff Accompanying policies can be found on the website www msc org get certified use the msc ecolabel MSC Head Office Marine House 1 Snow Hill London EC1A 2DH UK Tel 44 0 20 7246 8900 Registered charity 1066806 MSC Regional Office Europe Africa and Middle East Marine House 1 Snow Hill London EC1A 2DH UK Tel 44 0 20 7246 8900 Registered charity 1066806 MSC Regional Office Americas 2110 North Pacific Street Suite 102 Seattle WA 98103 USA Tel 1 206 691 0188 Non profit status 501 c 3 MSC Regional Office Asia 352 Tanglin Road Tanglin International Centre Strathmore Block 02 09 Singapore 247671 Tel 65 64723280 Company registration 201215612M MSC Local Office Australia and New Zealand 10 46 48 Urunga Parade Miranda NSW
2. 2 This product comes from a fishery that has been independently certified to the MSC s standard for a well managed and sustainable fishery www msc org saturates Follow cooking instructions for fresh pies ii Storage instructions salt ai Translations of the MSC claim are available sodium Bg Keep refrigerated below 5 C suitable for home een ae z freezing Freeze on day of purchase Use within at WWW MSC org get cerliine J ecolabel claim z three days of defrosting Do not refreeze i Version 3 Ingredients filling 66 fish 33 pollock smoked haddock salmon b chamel sauce 33 i A contains milk double cream water white onion butter cornflour salt pepper roasted garlic diced potato Th e i nsert seafo O d S pe Cl es In th IS 17 cheddar cheese capers wholegrain mustard contains mustard vinegar salt sugar spices pro d uct comes from a fishe ry that has b een parsley 0 9 lemon juice lemon zest vegetable oil 7 ipa i Pastry wheat flour water butter vegetable suet cornflour salt pasteurised free range egg In de pen de ntly certi fi ed to th e MSC s stan da rd Topping sprinkle cheddar cheese and dried parsley Edible Label potato starch Contains wheat gluten fo r a we Il m a n age d a n d S usta i n a b le fis h e ry egg fish milk and mustard May contain traces of celery and sesame seeds May also contain some fish bones Fish content in pie pollock 10 smoked hadd
3. 2228 Australia Tel 61 0 2 9524 8400 ABN 69 517 984 605 Designed by Forster MSC Local Office Baltic Postal address P O BOX 1113 131 26 Nacka Strand Sweden Tel 46 0 8 503 872 40 MSC Local Office Denmark N rregade 15 4 sal 1165 Copenhagen K Denmark Tel 46 0 8 503 872 40 MSC Local Office France La Ruche 84 Quai de Jemmapes 75010 Paris France Tel 33 0 1 83 64 68 16 MSC Local Office Germany Switzerland Austria Schwedter Stra e 9a 10119 Berlin Germany Tel 49 0 30 609 8552 0 MSC Local Office Iceland Fjar argata 11 220 Hafnarfj r ur Iceland Tel 354 5656022 Participation in MSC s certification program changes over time all details within this document are accurate at the time of publication MSC Local Office Japan 7th floor Kabuto cho MOC building 15 12 Nihonbashi Kabuto cho Chuo ku Tokyo 103 0026 Japan Tel 81 0 3 5623 2845 MSC Local Office The Netherlands Koninginnegracht 8 2514 AA Den Haag The Netherlands Tel 31 0 70 360 5979 MSC Local Office Scotland 69 Buchanan Street Glasgow G1 3HL UK Tel 44 0 131 243 2605 MSC Local Office Southern Africa Postal address P O Box 7107 Roggebaai 8012 Cape Town South Africa Tel 27 0 21 551 0620 MSC Local Office Spain and Portugal C Paseo de la Habana 26 Piso 7 Puerta 4 28036 Madrid Tel 34 674 07 10 54 www msc org info msc org www msc org product f
4. it does not transfer or license any intellectual property rights to others The Fees and reporting ecolabel can only be used after an agreement The MSC will request a completed turnover has been signed declaration on a quarterly twice yearly or annual basis depending on how much MSC Unauthorised display is prohibited and will be labelled seafood is sold This information treated as a trademark infringement The MSC allows the MSC to calculate the annual fees reserves the right to take legal action against and royalties any party that reproduces or copies the MSC name without prior authorisation More information about how much it costs to use the MSC ecolabel is available at www msc org get certified ecolabel costs GECERTIFICEERD PET PESCA DUURZAME are Sera on SUSTENTAVEL n VISSERIJ DEET GR CERTIFICADA Artwork sign off wwWw msc org nl Once permission to use the MSC ecolabel DE ae has been granted organisations must submit artwork proofs to the MSC before printing publishing or displaying the ecolabel SERTIFICETS z EE ILGTSPEJIGIIEGUTS PECHE HALLBART J RAS PRODUKTS DURABLE FISKE WWW Msc org www msec org fr WWW INSc org s Print ready artwork files in high resolution must be submitted for the ecolabel requirements to be verified 380 Ecolabel User Guide 2013 3 How to obtain a copy of the MSC ecolabel 20 20 The MSC ecolabel is only released as part of the approval process set o
5. promote their support of label products to consumers including online the MSC program Please see page 11 retailers and fishmongers For MSC ecolabel for off product use of the MSC ecolabel use at fish counters please see page 10 For off product use see page 11 Pleuronectes platessa 7 Scholle or gefangen Nordostatiantik Certified fisheries Media The fishery client and those represented by the Media organisations that publish news and fishery client Please contact ecolabel msc org features about the MSC Please see www msc org V1 ys uve A Bloombergrv POLITICS SECTION Creo SUSTAINABLE SEAFOOD www msc org Bloomberg 7 Ecolabel User Guide 2013 6 On product use This includes bulk packaging caterers Position pricelists and catalogues used in a The MSC ecolabel must appear on the front business to business context of the packaging to ensure it is immediately visible to consumers i NES When the MSC ecolabel is used on product it must always be accompanied by the MSC claim The claim explains and substantiates the pie anle MSC ecolabel and is available in five versions f ish pie Version 1 Thank you for choosing seafood that has met the MSC s global standard for sustainability Together we can help protect fish stocks for the future www msc org MSC certified smoked haddock salmon and pollock in a creamy sauce in lovely pastry pieminister Version
6. BLE SEAFOOD MSC WwWww msc org Clear space Minimum 5mm must be at clear space least 2mm for general for product on product specific text design elements CERTIFIED WwWww msc org Exclusion zone When the ecolabel is produced at its minimum size the clear space around it must be at least 2mm for product specific text such as species weight ingredients where the text does not lead to a connection between the MSC and any other organisation Clear space must be at least 5mm for general packaging design elements such as brand names logos etc where the MSC ecolabel could be associated with the host brand When the ecolabel is reproduced at larger sizes it must be surrounded by clear space at 10 per cent of the ecolabel height portrait format or width landscape format The MSC ecolabel may not appear on the outer packaging of a multipack product if one of the individual packs contains non certified seafood There is a specific version of the MSC ecolabel the multipack mark available on request The XXXX insert seafood species in A this product comes from a fishery that has been independently certified to the MSC s standard for a well managed and sustainable fishery Wwww msc org A The multipack mark may be included in the outer packaging but must not appear on the front B The blue oval may be used on the front of the packaging next
7. CERTIFIED SUSTAINABLE SEAFOOD THE BEST ENVIRONMENTAL MSC CA CHOICE IN SEAFOOD www msc org MSC Ecolabel User Guide January 2013 T AP _ Contents Introduction MSC ecolabel ownership Ecolabel Licence Agreement Fees and reporting Artwork sign off How to obtain a copy of the MSC ecolabel Six steps to using the MSC ecolabel The MSC ecolabel Elements of the ecolabel Formats Colour Size Translations Who can use the MSC ecolabel On product use Position The MSC claim The MSC Chain of Custody code Additional requirements Trade names Exclusion zone Multipack rules On menu use The oval and full ecolabel with explanatory text Size and proportions Other requirements Fish counter use Price tags Accompanying material Use of fish tags Off product use Promotional material The MSC ecolabel and supporting text Font style and colour Clear space Other requirements Supporting text 10 Incorrect and misleading usage 12 11 Contact us Inside back cover Front cover image L o Paul Ridet Image right McDonald s commitment to source from certified sustainable fisheries means 13 million consumers across 39 countries in Europe can now buy MSC labelled Filet O Fish Image far right Mars Petcare launched its first MSC labelled Whiskas and Sheba produ
8. arks rather than enclosing the product in packaging The company making the fish tags will need to prove to the MSC and its certifier that the tag conforms to the MSC s definition of consumer ready and tamper proof packaging The tag must either be impossible to remove or for single use only The MSC will require clear statement of all intended uses of the tagged product A physical example of the tag band or mark for approval If an example is not available a high resolution photo can be supplied but the MSC will require evidence of the tag s robustness Each fish tag should display The species name The MSC ecolabel with the letters TM The Chain of Custody code of the company attaching the tag band or mark to the product version of the MSC claim see page 7 The fish tag must be applied to a clearly visible part of the product The company making the fish tag will also be liable for paying royalty fees to the MSC As a consumer facing product the product can then be sold by a retailer without the retailer needing to have MSC Chain of Custody certification For information on format colour and size of the ecolabel please refer to page 5 Consumer ready and tamper proof Any item for presentation to the ultimate consumer consisting of a foodstuff and its packaging where the content cannot be altered without opening or irreversibly changing the packaging Adapted
9. cts in Europe made from 100 per cent MSC certified fish off cuts 1 Introduction Ecolabel User Guide 2013 The Marine Stewardship Council s fishery certification program and seafood ecolabel recognise and reward sustainable fishing The distinctive blue ecolabel gives consumers confidence that they are choosing seafood products which are traceable and have been sourced from independently certified fisheries Before seafood can be sold with the ecolabel businesses in the supply chain must have undertaken a traceability audit to meet the MSC Chain of Custody standard A range of potential benefits Using the MSC ecolabel brings a range of potential benefits to any company in the supply chain helping it to stand out from competitors and attract new customers Many of the world s leading retailers and seafood brands have placed the MSC at the centre of their sustainable seafood policies The MSC ecolabel is also used by certified fisheries media organisations and many others to communicate support for the MSC program McDonald s Rules governing MSC ecolabel use As a certification mark and trademark strict rules govern the display of the MSC ecolabel both on product and off product It is in the interest of all users to follow this guide so that the ecolabel retains its integrity and value The guide sets out the rules governing the use of the label and explains how different users fisheries supp
10. eafood the supporting text can be any size Supporting text Font style and colour The font style and colour of the text may be chosen by the licensee To match the MSC ecolabel font style use Myriad Pro Semi bold To match the blue colour please use PMS286 Clear space When the ecolabel is produced at its minimum size the clear space around it should be at least 5mm for general packaging design elements e g brand names other logos etc Other requirements The Chain of Custody code if it exists of the company promoting the products needs to be displayed For information on format colour and size of the ecolabel please refer to page 5 Organisations displaying the ecolabel for promotional use may develop their own wording to accompany it providing they submit this to the MSC for approval Approved wording is Look for the MSC ecolabel Proud supporters of the MSC CERTIFIED SUSTAINABLE SEAFOOD MSC s www msc org Promotional Mark CERTIFIED SUSTAINABLE oN O10 B MSC n www msc org The MSC s promotional mark is available for off product display by all user groups as an alternative to the ecolabel with supporting text above The promotional mark may include PARTNER Your approved message here LOGO the organisation s logo Your approved message here TM we www msc org Ask us which of our seafood is CERTIFIED SUSTAINABLE SEAFOOD MSC a www msc org All of our ins
11. ert species is MSC certified CERTIFIED SUSTAINABLE SEAFOOD MSC f www msc org www msc org MSC A Hickman Ecolabel User Guide 2013 12 10 Incorrect and misleading usage Incorrect ecolabel usage Do not change the colours of the MSC ecolabel Do not alter the design lock up or separate the elements of the MSC ecolabel Do not distort the shape of the MSC ecolabel Misleading use Users must ensure that the MSC ecolabel and Marine Stewardship Council name are never displayed in a way that Confuses consumers as to the association of the MSC with other brands or logos Suggests or implies that non certified seafood is MSC certified Creates an association with products that are not from a fishery certified to the MSC standard The MSC ecolabel should only appear next to certified products In other words when using the ecolabel where there is a mix of MSC certified and non MSC certified products you need to clearly identify which are MSC certified The MSC reserves the right to refuse any proposed use of the ecolabel it feels is inappropriate The licensee must act and must ensure that the ecolabel shall be used consistently with the MSC s objectives and policies As such the use of the ecolabel Shall not cause any harm or prejudice to the reputation image or prestige of the MSC Do not print over TI the MSC ecolabel ni EDS c HOOD MSC www msc org
12. from the MSC Certification Requirements Kaufland KDSFF Fish tag example 11 Ecolabel User Guide 2013 9 Off product use Off product refers to the use of the MSC ecolabel and promotional mark to promote Chain of Custody certification availability of MSC labelled seafood or support for the MSC program Promotional material Promotional material can only display the MSC ecolabel if the products being advertised are covered by Chain of Custody certification display the ecolabel and have previously been approved by the MSC Examples include advertising or point of sale materials vehicles staff uniforms print materials including price lists educational leaflets books web pages and apps The MSC ecolabel and supporting text If a company s materials refer to MSC certified products only or all seafood sold by the company is MSC labelled the ecolabel can be used on its own If a company sells MSC certified and non certified seafood or publishes materials that refer to both MSC certified and non certified seafood supporting text See box below must be used with the MSC ecolabel to make it clear to consumers which products are MSC certified When the ecolabel is used for promotional use with supporting text the text must be clearly associated with the MSC ecolabel As a general guideline the text must be adjacent to and twice the size of the ecolabel Where there is 100 per cent MSC certified s
13. ility of the MSC Chain of Custody and ecolabelling program and it must be displayed to validate use of the MSC baie pes ecolabel The code will be provided by your certifier close to the ecolabe or supplier or you can contact the MSC for advice Ecolabel User Guide 2013 6 On product use continued Additional requirements Apart from showing the correct seafood species MSC ecolabel Chain of Custody code and MSC claim there are no other MSC requirements for product labelling If other information related to a certified fishery or the MSC is mentioned e g FAO region fishing method the MSC will check the information according to the certification report issued by the certifier The MSC is not responsible for validating any additional claims Images of non certified species or unassociated fishing activity cannot be displayed on product packaging The responsibility for adhering to national and international food standards and labelling guidelines rests solely with the owner of the product packaging Trade names The product name should not refer to non certified species Under some circumstances exceptions to this rule may be made on application to the MSC e g Imitation Crab for surimi products The name of the product must not be misrepresentative to buyers or consumers For information on format colour and size of the ecolabel please refer to page 5 Multipack rules CERTIFIED SUSTAINA
14. inder fb com MSCecolabel MSCecolabel Marine Stewardship Council March 2013
15. ly chain organisations retailers restaurants caterers non commercial organisations and the media can ensure that public awareness of the thousands of products the ecolabel appears on around the world continues to grow The MSC mission The MSC mission is to use our ecolabel and fishery certification program to contribute to the health of the world s oceans by recognising and rewarding sustainable fishing practices influencing the choices people make when buying seafood and working with our partners to transform the seafood market to a sustainable basis The Marine Stewardship Council is an independent global non profit organisation Mars Petcare Ecolabel User Guide 2013 2 MSC ecolabel ownership The MSC owns the trademark of the ecolabel the abbreviation MSC and its name Marine Stewardship Council The MSC reserves all rights in relation to these Ecolabel Licence Agreement trademarks Only organisations that have signed This is for displaying the MSC ecolabel a formal written agreement with the MSC the on a Seafood product or menu item and Ecolabel Licence Agreement may display the associated promotional materials such MSC ecolabel as a website Organisations that sign an Ecolabel Licence Agreement are liable to The ecolabel cannot be displayed without the pay annual fees and depending on the prior written consent of the MSC Permission ecolabel application royalties to display
16. nder www msc org product finder Please provide a 600 x 600 pixel jpeg image of your product Correct use of the MSC ecolabel will speed up the approval process Please ensure that all design agencies and other service providers who work with the MSC ecolabel have a copy of this guide Ecolabel User Guide 2013 4 The MSC ecolabel This section provides a guide to the use of the MSC ecolabel including information on colour size and positioning A CERTIFIED SEAFOOD MSC C www msc org Elements of the ecolabel The following requirements apply to all uses of the label Any deviation in colour font or design will lessen its effectiveness and could result in legal consequences associated with trademark infringements The MSC ecolabel comprises six elements which may not be separated from each other or altered in any way A Certified sustainable seafood This phrase communicates the meaning of the MSC ecolabel B MSC initials The letters MSC are the abbreviation of the Marine Stewardship Council the owner of the ecolabel SUSTAINABLE C www msc org The MSC s website address must always be displayed in its whole form as shown here D White keyline The white line which outlines the fish checkmark and the ecolabel as a whole must always be displayed No other colour may be used E TM The ecolabel must be directly accompanied by a TM The letters TM indicate that thi
17. ock 7 salmon 6 WWW MSC Org Sa Gee Re Se Ne Version 4 Nutritional information Reheating instructions This seafood has met the MSC s global Remove all packaging and place on a baking tray standard for sustainability www msc org into a pre heated oven l i o er e Fresh C C 160 C fan 350 F Gas mark 4 Version 5 protein ig 24 69 re SANE 66 ee A Ties e rep Mis te From an MSC certified sustainable fishery total fat i i Defrost thoroughly in the refrigerator WWW MSC O rg i l l l ET Doxot microwave Why not look us up at www pieministercouk you 1 err ue can join the v ipie club to receive news and offers s h 3 Thank you for choosing seafood that has met ee ee ee EA ay email 48 can aan pe our pies online If you the MSC s global standard for sustainability ine MSC Chain or Custody code ave anything to tell us please write to us at Together we can help protect fish stocks i info pieminister co uk or to our address below _ for the future www mse org Every MSC labelled prod uct carries a unique Chain A of Custody code featuring a sequence of letters SEAFOOD PMHQ and numbers that refer to the producer of the on 1 ae product It shall be displayed next to the MSC recyclebox V sy mr ecolabel or MSC claim and should be readable and compost D 4 3 7 6 a Sn staan sn plastio window SE Loe ai gias This code underpins the traceab
18. off product Translations Translations of the phrase certified sustainable seafood are already available in over 20 languages If a new translation is required this must be carried out by the MSC 2013 Landscape Portrait horizontal vertical CERTIFIED SUSTAINABLE SEAFOOD Wwww msc org www msc org Minimum size requirements c GTR Landscape format c Et On product 10mm ee w Bulk packaging 2omm CERTIFIED Portrait format SUSTAINABLE SEAFOOD On product 14mm Bulk packaging 28mm www msc org A Estay MSC MSC J Simpson MSC Ecolabel User Guide 6 2013 5 Who can use the MSC ecolabel Any commercial or non commercial organisation can apply to use the MSC ecolabel Supply chain companies Foodservice Processors distributors foodservice suppliers Businesses that serve MSC certified seafood and wholesalers that sell MSC certified seafood that is ready to eat and can be consumed in bulk or in consumer ready packaging Please immediately either on the premises or as see pages 7 8 for use of the MSC ecolabel a take away Please see page 9 for use of on product the MSC ecolabel on menus Filets de BILLA BECHE AU LARGE DE L ra a r Mit Por Ke ih A sae Firstpix MSC Retailers Non commercial organisations Shops and stores that sell MSC certified Non profit and public sector organisations third party branded products and private that want to
19. s ecolabel is a trademark Registration of the MSC trademark is already approved in many countries F Fish checkmark The oval shape forms the pictorial part of the ecolabel and illustrates a fish body that incorporates a checkmark or tick Ecolabel User Guide 4 The MSC ecolabel continued Formats The MSC ecolabel is available in two formats a landscape horizontal format and a portrait vertical format Both formats may be displayed and it is possible for the same user to display one format of the MSC ecolabel on one application and the other format on a different application Colour Pantone 286 CMYK 100 60 o 2 RGB o 93 170 Hex oo5daa Monotone The MSC ecolabel is also available in black and white for circumstances where the packaging is black and white or the same Pantone blue In these instances the ecolabel must print in solid black and white only never in grey scale These exceptions are agreed at the discretion of the MSC Size Minimum size The minimum size for on product applications of the landscape horizontal ecolabel is 10mm measured from the base to the top of the left hand side The minimum size for the portrait vertical ecolabel is 14mm measured from side to side at the top Minimum size requirements for bulk packaging are 20mm and 28mm respectively Maximum size There is no maximum size restriction for display of the MSC ecolabel or its variations either on product or
20. t or caterer needs to appear next to the full ecolabel For information on colour of the ecolabel please refer to page 5 SINGLE 1 50 wJUMBO HADDOCK 5 40 2 70 Y JUMBO BREADED HADDOCK 5 50 3 90 STANDARD HADDOCK 30 190 BREADED HADDOCK 440 2 30 BATTERED SCAMPI 3 80 MSC C Pescod 2 60 BREADED SCAMPI 2 50 HOMEMADE FISHCAKE 2 50 3 60 Ecolabel User Guide 2013 8 Fish counter use 10 Specific rules apply when the MSC ecolabel is used at fresh fish counters in retailers or independent fishmongers Price tags The MSC ecolabel and the Chain of Custody code of the retailer or independent fishmonger must be applied to all price tags displaying MSC certified fish in one of the following ways By printing the ecolabel on price tags By using clips that are attached to price tags By using a sticker on price tags By using fish tags Accompanying material A poster or display stand needs to be positioned at the fish counter displaying The MSC ecolabel The MSC claim Seafood with this mark comes from a fishery which has been independently certified to the MSC s standard for a well managed and sustainable fishery www msc org 99 The Chain of Custody code of the retailer or independent fishmonger Use of fish tags In some instances seafood companies may decide to produce fish products that are identified as MSC certified by using tags bands or similar m
21. to the name of the MSC certified product or species The Chain of Custody code shall be displayed next to the multipack mark on the outer packaging The individual packs inside must show the standard MSC ecolabel and follow the on product rules set out in this guide 7 On menu use Ecolabel User Guide 2013 On menu refers to the display of the MSC ecolabel on menus usually by restaurants or caterers There is a specific version of the MSC ecolabel available for on menu use that can be requested from the MSC 2 Seafood with this mark comes from a fishery that has been independently certified to the MSC s standard for a B well managed and sustainable fishery CERTIFIED SUSTAINABLE SEAFOOD MSC 1M www msc org The oval and full ecolabel with explanatory text A The blue oval can be placed next to listed dishes on a menu The seafood content in each dish indicated must be over 95 per cent MSC certified seafood B The full ecolabel with explanatory text must also be printed on the menu Size and proportions The full ecolabel is a complete entity and should not be broken up or tilted from its axis The minimum size of the full ecolabel is 15mm measured from the base to the top of the left hand side Menu example SINGLE FISH Neither ecolabel may be redrawn distorted or altered in any way from the original master artwork Other requirements The Chain of Custody code of the restauran
22. ut below The ecolabel must not be forwarded to any third parties except designers creating packaging or associated promotional materials Six steps to using the MSC ecolabel 1 Sign an Ecolabel Licence Agreement with the MSC You can apply for an Ecolabel Licence Agreement by emailing ecolabel msc org Once confirmed the MSC can provide you with a high resolution copy of the ecolabel in any of the following formats JPG TIFF Al EPS BMP 2 Add the MSC ecolabel to materials Incorporate the MSC ecolabel and associated items into the design of your materials following the guidelines in this document 3 Submit proofs for approval To avoid material needing to be recalled submit the following before printing or using publicly Colour proofs of all materials carrying the MSC ecolabel preferably in PDF format If this is packaging please send the final draft design of the entire pack completed approval form which can also be obtained from ecolabel msc org 4 Get approval Once design has been agreed the MSC will send you written approval of the ecolabel use Only at this stage should you print your materials 5 Send materials to the MSC Once printed send samples of the MSC labelled materials to the MSC Head Office at Marine House see back cover for address 6 Product is added to the MSC s website Once approved the MSC will promote your product on its website s Sustainable seafood product fi

MSC Ecolabel User Guide - Marine Stewardship Council

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