In 1997, the Marine Stewardship Council (MSC) was founded in London by the World Wide Fund for Nature (WWF) and Unilever, with the aim of promoting sustainable fishing practices. The MSC developed a certification program for fisheries that meet rigorous environmental standards, helping consumers make informed choices about seafood. The council's blue label has become a global symbol of sustainability, influencing fishing practices and consumer behavior worldwide. The MSC's work has contributed to the recovery of several overfished stocks and the adoption of ecosystem-based management.

The MSC has been referenced in contemporary ecocritical poetry, with writers like Wendell Berry and Gary Snyder exploring the themes of sustainability and consumer choice. The organization also appears in the works of food writers and journalists who have chronicled the seafood industry. The MSC's certification program has inspired poetry that celebrates the connection between responsible fishing and environmental stewardship.