A scheme to make the labelling and sourcing of sustainable fish clearer and more consistent for shoppers will be unveiled by the industry and retailers this week – and is backed by the 'Fish Fight' campaign set up by celebrity chef Hugh Fearnley-Whittingstall.
Two new voluntary codes of conduct from the Sustainable Seafood Coalition (SSC), whose supermarket and supplier members account for over 80% of fish sales in the UK, should mean "consumers will be able to shop safe in the knowledge that [sustainability] claims are meaningful and harmonised across products, retailers and brands," the SSC said.
The labelling code – made clear on new packaging – is designed to give consumers certainty about what environmental claims on fish and seafood mean, while the sourcing code will ensure that retailers and suppliers source their fish and seafood responsibly.
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