This is simply a historical note that might be of interest to the committee. The MSC label, the world's most pre-eminent label for eco-certification, was actually developed on the back of the groundfish moratorium. It was when Unilever and the WWF and other organizations asked: is there a mechanism by which we can bring market forces to bear, the rights of consumers to demand sustainable fish, that will force fisheries to change behaviours in terms of bottom impacts, ecosystem impacts, management regimes?
It actually was developed on the back of the groundfish collapse in Atlantic Canada.