Sustainable sushi firmly on the menu at Moshi Moshi — MSC
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Sustainable sushi firmly on the menu at Moshi Moshi

Feb 15, 2013

This month, independent London restaurant Moshi Moshi puts the world’s first QR-code sushi firmly on the menu. A select number of sushi lovers have been invited to the launch of the sustainability menu, scanning edible QR-codes on different pieces of sushi to discover the sustainability story behind their food.

The initiative, which was first trialed at last year’s Frieze Art Fair, has been created by the MSC and Moshi Moshi restaurateur Caroline Bennett. It aims to encourage consumers to utilise smartphone technology to join the debate.

Moshi Moshi diners will be invited to ‘get the story behind their dish’ by scanning edible QR-codes placed on individual pieces of sushi. This will take them through to specially-created content from the MSC. Each season, a new fish will be placed under the spotlight and promoted through this activity. The QR-codes are made from rice paper and squid ink so they can be scanned and then eaten.

Toby Middleton, UK & RoI Country Manager, Marine Stewardship Council, commented: "We can all help to shape the future of the world around us, simply by making positive choices with the fish we eat. Just looking out for the blue Marine Stewardship Council ecolabel on restaurant menus and food packaging can have a really positive impact and that’s the message that we want people to take away from this activity.

"We are always looking for new and unusual ways to get people excited about the issues behind ocean sustainability. Sushi is an art form in itself and Moshi Moshi is the perfect backdrop for this simple, yet stunning campaign."

Moshi Moshi owner Caroline Bennett has been at the forefront of sustainable fishing from a restaurant point of view for the past 18 years and was one of the first sushi restaurateurs to put MSC sustainability certification on menus, helping customers to make better decisions about where their food comes from.

She commented: "We’re very proud to have sold 10,000 pieces of MSC certified sustainable sushi over the past five years and wanted to reward customers, old and new, with something unique and exciting, something this scannable sushi undoubtedly is. Speaking to our diners we know that there is a huge interest in finding out more about where our seafood comes from and we’re hoping other restaurants follow suit in making it easy for customers to make positive choices with their food."

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