Sustainable and responsibly sourced seafood is at the heart of what we do. We use our influence to try and make the world a better place.
We only use suppliers we know and trust, and who share our values. It means we can be confident they’re doing things the right way.
We know where all our fish is from - whether it's the farm that raised it or the boat that caught it and exactly how.
Every one of our fisheries and farms has been certified by the MSC or ASC. It’s a guarantee that all our fish is sourced sustainably and responsibly.
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We only source from fisheries that share our passion for sustainability. Having a close relationship with them is vital. It means we know exactly what they’re doing to reduce their impact on the oceans, but it also means we can work closely with them to find areas for improvement. Because no matter how well you do things, there’s always room to get better.
We demand that our wild fish (things like cod, haddock and Alaska pollock) is properly certified by the Marine Stewardship Council (the MSC). This gives us extra peace of mind that the right standards are in place – and that they’re constantly being maintained.
It means all our fisheries are proven to be well-managed, with minimal impact on the marine environment. It means we can be sure that stocks are kept healthy and that there’s enough fish left in the sea for future generations to enjoy.
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The number of wild fish that can be caught sustainably is limited – and rightly so. It’s the only way to keep stocks healthy, and it’s one of the reasons farmed fish, when produced responsibly, is so brilliant.
But that word “responsibly” is key. And it’s why we only work with farms that have the very highest standards when it comes to welfare of the fish and the impact on the environment. As well as our own careful vetting, we make sure all our farmed fish is certified by the Aquaculture Stewardship Council (the ASC). Think of it as an ethical stamp of approval, proof that the fish has been farmed responsibly. It means that there’s been no negative impact on the surrounding environment and that farmers have had to meet high standards when caring for our fish.
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Like everyone in the fish business, we have a huge responsibility to look after the resources on which we depend – and we don’t take this lightly. It’s really important we work closely with fisheries and farms to make sure all our fish is sustainably and responsibly sourced, but it doesn’t end there.
We also work with retailers, NGOs and governments to drive change on a global scale. We don’t shy away from challenges or difficult conversations if we think it could have a positive impact on the world around us. If we can improve something, in even a small way,
we will.
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It takes a lot of people to get our fish onto your plates, and it’s very important to us that everyone involved is treated really well. We think the seafood industry has a responsibility, not just for the environment and the welfare of fish, but for the welfare of all of the brilliant people who make all of this possible.
It should go without saying that we believe everyone deserves to be treated with fairness, dignity and respect. We’ll go further than that: we are passionate about enhancing lives through fish whenever and wherever we can.
It’s not just fish stocks we have a duty to protect, but people’s livelihoods, too. Which is why we’re serious about driving all sorts of improvements across the industry.
Our aim is to bring you everyday fish that’ll make your week. But that wouldn’t be possible without the help of these incredible organisations.
Fishing is hard work and takes serious commitment, so we take our hats off to all the people who work so tirelessly to put our fish on your table.
