Making seafood choices clearer

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29 May 2015

Through collaborations with the seafood supply chain, we are making it easier for consumers to make the right choices when it comes to buying seafood.

The Sustainable Seafood Coalition (SSC) was set up to tackle inconsistency in fish and seafood labelling, which made it hard for people to make sustainable choices. The SSC works towards a vision that all fish and seafood sold in the UK come from sustainable sources.

We co-founded the SSC in 2011 and act as secretariat. The SSC unites businesses across the UK supply chain including major supermarkets, processors, brands and food service industry. The SSC launched two voluntary codes, on responsible sourcing and harmonised labelling, in September 2014. Members committed to aligning with the codes within one year (by September 2015 for current members).

The Labelling Code will mean that claims on seafood are clear, consistent and meaningful. Harmonising sustainability claims in the UK market provides a level playing field and allows consumers to better understand what they are buying. The Sourcing Code will give consumers confidence that the fish they buy meets minimum standards of environmental responsibility. Members of the SSC will make responsible sourcing decisions and will help improve fisheries and farms to become more sustainable.


Fish Fight River Cottage Bristish Retail Consortium Youngs
National Federation of Fish Friers (NFFF) Direct Seafoods M&J Seafood Morrisons
Sustainable Restaurant Association he Saucy Fish Co. / Icelandic Group UK Ltd Food and Drink Federation Sainsbury's
New England Seafood Le Lien LTD The Co-operative LTD Waitrose
Feng Sushi Tesco Marks and Spencer ClientEarth
Harbour Lights Lyons Seafood Birds Eye UK