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From Sea to Plate: Driving Trust Amid the Rise of The Conscious Consumer
Thursday May 25th, 2023 @ 11am

Consumers are increasingly concerned about the environment and shifting away from carbon-intensive proteins. To remain relevant, companies must implement and clearly communicate credible sustainability solutions. Learn about the MSC’s approach to transforming the seafood industry to a sustainable basis while fostering consumer trust to help influence purchase intent.

Presenter | Kurtis Hayne, Program Director, Marine Stewardship Council (MSC) Canada

Kurtis leads the Canadian program for the MSC, a global non-profit certification for sustainable wild-caught seafood. The MSC uses a market-based model to fuel its mission to recognize reward and encourage sustainable fishing practices, and transform the seafood market to a sustainable basis. In addition to advocating for more sustainable fishing, through consumer education and awareness the MSC strives to promote its ‘blue fish label’ as a powerful way consumers can support this transformation via increasing demand for certified sustainable seafood.

Kurtis leads the Canadian strategy and works directly with fisheries, supply chain companies, scientists, researchers, and other NGOs across the country.