"99% of Japanese consumers would choose tuna caught by pole and line. Unfortunately, the fact that the MSC logo proves the fish is sustainable is not commonly known among Japanese consumers."

And that's the problem. Without consumer awareness, there is little incentive for fisheries to take the time or make the necessary investment to become MSC-certified.

Improving recognition

To tackle this, the MSC is now forming alliances with big retailers to market the benefits of sustainable fish.

At an eco-fair in Tokyo, the MSC's Rupert Howes proudly displays the results of months of planning.

THE FISH TRADE

Between 90 and 93 million tonnes of fish are caught each year

The export value of world trade in fish was $63bn in 2003

A quarter of the world's fish stocks are over-exploited, depleted or in recovery

Source: UN FAOreport, 2005

Aeon, the biggest supermarket chain in Japan with more than 1,200 stores, has dedicated a third of its stand to displaying its MSC-certified products.

"In Japan, we've seen the growth in MSC-labelled products go from none three years ago to 160 individual labelled products now," says Rupert.

"Aeon is carrying over 20 products just on their own."

Right now, 8% of Japanese consumers recognise the MSC logo. To improve that, the council has made some changes.

The logo now spells out that the fish symbol stands for "Certified, Sustainable Seafood".

And this tag line is translated into the appropriate local language in every market where certified seafood is sold.

Dream fulfilled

Back in Yaizu, after six months, Mr Myojin has triumphed. His factory has just gained its MSC certificate.

A huge MSC logo adorns the