Building much higher consumer recognition of the Marine Stewardship Council mark as an ethical brand will be key to growing long-term sales of certified lines, according to global marketing and communications director Simon Edwards.

Edwards, the former Cobra Beer marketing director, said he wanted the MSC mark to be as well known in supermarkets as Fairtrade.

"I want to get people talking about the MSC and build on the support we've already had for MSC-certified sustainable seafood," he said.

The MSC has reached the highest standards for ethical behaviour by gaining the ISEAL Code of Good Practice for Setting Social and Environmental Standards, said a spokeswoman. But it was important to get away from the perception it was a certifier of industrial fisheries.

"We are pushing hard to encourage smaller fisheries to get involved," she added.