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Fig. 3.3 Knowledge circulation. Diagram by author.

Using FAO as a starting point, we can further map how sustainability

knowledge circulates globally. Several supermarkets, including Coles, and Marks and

Spencer, connect back to common sources of information coming from FAO and

World Wildlife Foundation (WWF), either via direct relationships with these

organisations or through certifiers. This is illustrated in the case of the MSC, which

began as a partnership between the WWF and Unilever. As a reminder MSC is a

certification system for fisheries, supply chains and even restaurants. It is one of two

main certifiers worldwide, the other being Friend of the Sea based in Italy, which was

started by Dr. Paolo Bray who is the European director of the Earth Island Institute’s

Dolphin-Safe Project. Both certifiers work within the guidelines produced by FAO

and then are also affiliated with other organisations that provide research, such as

WWF in the case of MSC, and the IUCN Redlist of Threatened Species in the case of

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