New Zealand hoki has become the first whitefish in the world to be granted the "green" logo of the Marine Stewardship Council (MSC). The industry is now hoping that the MSC logo, which guarantees sustainability in production, will boost the reputation and market share of the fish. Positive marketing through the logo cannot increase hoki sales or exports, for the MSC guarantees a 250,000 tons limit on the amount of fish harvested during 2000-2001 regardless of the consumer demand, but it can mean a more stable price for exporters. This is important because less than 5% of the fish, which also goes by the name blue hake, blue grenadier or whiptail, is consumed in New Zealand.