Earthdreams fund was established by the Honda Racing F1 Team and the beneficiaries were chosen by an independent advisory board of environmental experts who split the money equally between the Marine Stewardship Council and Forest Stewardship Council. Simon Edwards, Global Marketing and Communications Director at MSC, told that this is innovative social marketing campaign and we should proud to be associated with the activities of earthdreams around the world.
He also adds that this is an unique opportunity for the MSC to gain visibility in the high-profile arena of Formula One and we will be developing a number of innovative projects to bring the partnership to life over the course of the season. According to him the main aim of earthdreams’ mission is to harness the power of dreams by supporting and empowering inspirational environmental projects that have a positive impact on the world around them.
It is informed that part of the grant will be used for communication activities in Japan to disseminate the MSC concept to the fishing industry, retailers, and the consumer in order to stimulate market demand for MSC labeled products. Some part will be used in developing traceability tools and systems, researching options for electronic tracking of the supply chain and piloting different compliance techniques namely DNA testing and ‘traceback’ checks up the supply chain from consumer to point of origin.
Kozo Ishii, Japan Programme Director for MSC, admit that it is great news for the MSC Japan and strongly believe that earthdreams’ support will lead to an improvement in awareness of sustainable fisheries and seafood with Japanese people.
