It's important to note, though, that open-net products are not necessarily deemed non-sustainable, as long as they follow the criteria. It would be the difference between what is deemed sustainable and non-sustainable.
Ocean Wise is a program that was focused on educating the consumer at the food service level, at the restaurant level. What happened was that the restaurants would make a commitment to Ocean Wise—to the Vancouver aquarium—that they would delist many of their non-sustainable items or switch the non-sustainable items on their menu over to sustainable items. In return for doing that and making that commitment, they got to use the Ocean Wise logo beside that particular product on their menu. In many cases, particularly in Vancouver where it's a strong focus, the entire menu of many of the restaurants now is Ocean Wise. From that perspective, the consumer can go in, look at the menu, and know that all those products are Ocean Wise.
SeaChoice, on the other hand, really hasn't labelled particular products as much as developed partnerships with people like Overwaitea Food Group and Safeway. Its branding has been at the store level, primarily offering education-based handouts, pullouts, flyers, and posters outlining what particular seafoods in the counter are deemed sustainable. So there's really no brand or logo, so to speak, from the retail perspective.