Nation’s Favourite Fish Finger Nets Sustainability Certification
2012 03 30
- Details
- Birds Eye’s cod and haddock Fish Fingers land MSC stamp of approval
- Move will help 3.4 million British households to eat more fish from certified sustainable sources
London – Birds Eye, the UK’s leading frozen food brand, has today announced that across Europe, its entire Cod and Haddock Fish Finger range has achieved MSC certification. The move will switch 5,200 tonnes of fish products to sustainably certified produce in the UK market and increase the total weight of MSC labelled products sold by 20 per cent[i].
The UK consumes over 185 million[ii] Birds Eye Cod and Haddock Fish Fingers each year. Today’s news means that 62 million British mealtimes will now be made from certified, sustainably sourced produce.
The move comes at the beginning of the 15th year of the MSC which was co-founded by the Birds Eye brand, WWF and international conservation leaders, to create an independent certification and ecolabel programme for sustainable and well-managed fish. The MSC certification means the fishery has demonstrated that it is well managed and sustainable through a comprehensive, independent scientific assessment.
The switch to more MSC certified supply forms part of Iglo Group’s company-wide sustainability plan, Forever Food, which aims to certify 100% of its fish range to help protect global fish stocks.
Iglo Group, which owns Birds Eye, operates across eleven European markets and sells MSC certified fish in more countries than any other food brand. Birds Eye sells Cod and Haddock Fish Fingers to 3.4 million[iii] homes each year.
Martin Glenn, CEO of Iglo Group - Birds Eye’s parent company - said: “As Europe’s leading frozen fish manufacturer, we have an important role to play in working to ensure the long-term security of our oceans, but also in making it easier for consumers to eat in a more sustainable way.
The UK is the world’s second largest consumer of cod, a fish whose stocks were previously under serious threat. As part of our Forever Food programme, we have worked hard to protect and rejuvenate this species and I am proud to announce that both our Cod and Haddock Fish Fingers have been certified by MSC as sustainable.”
Birds Eye helped rejuvenate depleting cod stocks in 2007 with the introduction of the Alaska Pollock Omega 3 Fish Finger - a move which encouraged 78 percent[iv] of consumers to switch from cod to Alaska Pollock, resulting in a 3,000 tonne reduction[v] in its yearly cod catch.
The business has actively campaigned for reform of the EU Common Fisheries Policy, in particular, driving support for an end to the wasteful practice of discards and calling for a revised fisheries management framework such as regionalisation which would help fisheries manage resources better.
Birds Eye’s entire fish portfolio – from cod to salmon - is now in the MSC programme – either in assessment or already certified.
Rupert Howes, Chief Executive, MSC said: “The growth in engagement and support for the MSC programme over the past 15 years has been amazing. We are starting to see clear evidence that commitment to certification is fostering real and lasting change in the way the oceans are fished and we could not achieve that without the support and leadership of companies like Birds Eye.
By putting MSC certification at the heart of their procurement, and by adding the MSC ecolabel to their iconic fish fingers, Birds Eye have made a clear statement of intent that will help to pull new fisheries into the MSC programme. Some of those fisheries may have to make changes to the way they fish in order to achieve the standard. This is a phenomenal commitment that will make a significant difference in the UK market.
From September 2012, shoppers across the UK will be able to find the MSC ecolabel on packs of Birds Eye fish fingers. By making a positive decision to choose MSC certified sustainable fish, together, we can really change the way the oceans are fished by the choices we make.”
All Birds Eye Cod and Haddock Fish Fingers will carry the MSC ecolabel from September.
Source MSC
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