As an annual program in nationwide, China Sustainable Seafood Week (SSW) co-organized by Marine Stewardship Council (MSC), CCFA and other local partners aims to increase public awareness for ocean conservation, linked to SDG 14. SSW is the major component of China Green Sustainable Consumption Initiative from 2013. The program involved great efforts from different stakeholders to conduct a series of interactive activities, to drive the local market development for sustainable seafood.

Sectors of activity
Agricultural and Fishery, Consumer Goods, Education

Type of initiative
Education & Awareness Raising

Start date

Shared by

Chong Li

China Chain Store and Franchise Association

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China’s seafood market plays an important role in the ocean conservation. To increase awareness about seafood sustainability and SDG goals among individual consumers, CCFA and MSC designed year-event which includes media events, in-store promotion, field visit to sustainable fisheries.


As collected through the One Planet Reporting

No activities have yet been reported under this initiative

Impact and Results

Those activities widely reached out different stakeholders; policy makers, general public in market, and key players from both retailers and seafood industry. In 2019 alone, more than 30 retailers participated this SSW in more than 20 cities cross China, such as Sam’s Club, Ole’, Aeon, Carrefour and so on.
Present, several leading companies have already integrated sustainable seafood into the procurement strategy with a commitment to seafood sustainability. As results, there was an enormous growth of the number of ecolabel products. From 15 products in 2014 in China, now about 600 seafood products with MSC ecolabel available in the market, which improve availability of sustainable seafood to the consumers. This baseline for number of sustsain15 SKUs in 2013 in China market.

Next steps and how to get involved

The Marine Stewardship Council (MSC) is an international non-profit organization established to address the problem of unsustainable fishing and safeguard seafood supplies for the future. MSC vision is for the world’s oceans to be teeming with life – today, tomorrow and for generations to come. For further information, welcome to contact us: Dr. An Yan, China Chief Representative, MSC,; Ms. Chong Li, CCFA,