To kick off Earth Month, the Marine Stewardship Council (MSC) and Ben & Jerry’s have teamed up, surprising their social media followers with an April Fools’ Day post aimed at raising awareness for sustainable seafood.
Ben & Jerry’s, with its 1.5 million Instagram followers and 400.7 thousand TikTok fans, put up an announcement that the fudge fish in their beloved Phish Food ice cream was now “o-fish-ally MSC certified sustainable,” complete with the MSC Blue Fish stamp of approval.
The digital joke was a ploy to shed light on MSC’s mission to combat overfishing and promote the sustainable harvesting of wild seafood. Both organizations engaged in an online dialogue to discuss sustainable fishing practices, ultimately acknowledging the lighthearted nature of the April Fools’ stunt.
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“Ben & Jerry’s is founded on principles of sustainability and a long-standing belief that business can be a force for good,” said Christ Miller, social mission director at Ben & Jerry’s.
“We believe sustainable food supply chains are critical for the preservation of our environment and a matter of social and economic justice. What better way to bring light to those efforts than by collaborating with like-minded organizations, like the Marine Stewardship Council, to showcase just how easy it can be for everyone to play their part.”
Ben & Jerry’s promotes sustainable fishing with new partnership
This partnership arrives at a crucial juncture, as new data from MSC underscores American consumers’ growing interest in sustainable living. To illustrate how simple it is to make eco-conscious choices in everyday shopping, MSC enlisted the help of Vermont-based artist Jackson Tupper to create illustrations aimed at inspiring consumers to opt for sustainable seafood.
Nicole Condon, MSC US Program Director, expressed excitement about the collaboration. “We are excited to partner with Ben & Jerry’s this Earth Month to bring awareness to environmentally sustainable seafood in a fun and creative way,” she said.
“During Earth Month and beyond, we want to spread awareness about how American consumers can make a meaningful impact simply by choosing products that have gone through a rigorous, third-party review like seafood products that carry the MSC Blue Fish label.”
As Earth Month unfolds, MSC is redoubling its efforts to promote sustainable seafood through its “I Choose Blue for a Healthier Planet” campaign. Throughout Earth Month 2024, MSC encourages consumers to reflect on their reasons for choosing sustainable seafood. Whether it’s to support ocean health or prioritize personal and familial well-being, every consumer’s decision to “Choose Blue” contributes to a healthier planet.
