National or supranational fisheries sustainability certification schemes? A critical analysis of Norwegian and Icelandic responses

• Market demand explains the decision to certify but not which scheme is chosen.
• The structure of the industry and preferences of the largest companies are critical.
• The role of fishery in society and public affairs strongly influence strategy.

Increased focus on sustainable seafood has created a market and a market demand for third party sustainability certification. The Marine Stewardship Council (MSC) is by far the largest and most well-known. Still some countries have chosen a different strategy to provide documentation of their sustainable fisheries. Despite the apparent similar circumstances of the Norwegian and Icelandic fishing industry they initially chose different paths. While Norwegian actors went with the MSC, Icelandic industry decided to develop their own national sustainability programme where they combined sustainability and country of origin. Explanations for the different strategies are found in apparently small differences in the industries׳ market position, their response to advocacy groups and reputational considerations, the structure of the industry in Norway and Iceland and in the role of fishery in public policy and national discourses.