Sainsbury’s is today announcing the launch of its 100th MSC certified product, leading the way as the largest UK retailer of sustainably sourced seafood. Icelandic line caught Haddock will add to the already well established and successful MSC certified products available in-store including Cornish sardines and Basics pollock fish fingers.
Commitment to certified sustainable fish
Working in exclusive partnership with suppliers, the launch also marks the first MSC certified fishery in Iceland as well as the 100th MSC Sainsbury’s product. Last October, Sainsbury’s announced a sustainability plan to achieve 20 goals by 2020, including all fish will be independently certified as sustainable.
Ally Dingwall, Aquaculture & Fisheries Manager, Sainsbury’s says: “We’re proud to continue to lead the way in offering sustainable seafood to our customers. As the UK’s largest retailer of MSC and Freedom Food fish, we always source food as responsibly as possible. At Sainsbury’s we know that customers want the peace of mind that the fish they buy is as sustainable as possible, which is why we will continue to boost the amount of MSC certified fish available in our stores.”
“With such a stretching target that we have set ourselves by 2020, it’s great to celebrate a landmark such as this.”
Setting the bar high
Toby Middleton, UK Country Manager for the MSC says: “Sainsbury’s has led a race to the top as the first retailer in the world to reach this milestone and this is a reflection of their long-standing commitment to MSC certified sustainable seafood. Sainsbury’s has set the bar very high for retailers around the world and continue to work to raise it. The 2020 commitment is a perfect example of this and Sainsbury’s can be justifiably proud of their achievements.”
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