Iceland named supermarket with most sustainable own-brand seafood

Iceland has been named the supermarket with the highest percentage of its own-brand wild seafood products bearing the blue Marine Stewardship Council (MSC) ecolabel.

The non-profit organisation’s 2022 Market Report found that 76% of the frozen food retailers own-brand seafood range was MSC certified.

The report also highlighted Iceland’s “great support of local, certified sustainable fisheries in the UK,” in a wider market that continues to face supply chain challenges and economic pressures.

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“At Iceland, our purpose is to build not only a profitable business, but a responsible one. We are committed to doing the right thing for our colleagues, customers, the communities we serve, and the planet,” Iceland executive chairman, Richard Walker said.

“To have the vast majority of our own-branded seafood certified, and recognised by the MSC, in this way is a testament to the value and quality we work to deliver to our customers on a daily basis.”

MSC UK and Ireland programme director, George Clark added: “Iceland’s fantastic progress in meeting the expectations of its customers through supporting sustainable fisheries and expanding their range of MSC certified fish and seafood is something to celebrate.

“They now offer the highest percentage range of MSC certified wild seafood among all UK retailers. That’s testament to the business’s commitment to helping the collective effort in driving the sustainable seafood movement forward and delivering real, positive impacts in our seas.”



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