Leading foodservice company Brakes, the largest supplier of food to schools in the UK, has joined forces with the Marine Stewardship Council (MSC) to deliver the MSC’s Fish & Kids project, which aims to offer sustainable seafood choices in schools in England.
Brakes and its subsidiary, M&J Seafood, have signed a ‘memorandum of understanding’ with the MSC to help deliver the Defra-funded three-year project through its school and restaurant foodservice business. Surrey Commercial Services, a department of Surrey County Council, will pilot this ground-breaking project in Surrey primary schools in the first year of the project. Fish & Kids will be extended to schools across England from May 2006.
The MSC is the only independent and international certification programme for sustainable and well-managed fisheries. Fisheries that meet the MSC’s environmental standard can use the distinctive blue MSC eco-label on their seafood products, giving consumers an easy and sure way to identify fish that comes from a sustainable source.
The Fish & Kids project
The project will seek to
- Increase the range of MSC-labelled sustainable fish options on menus, both in schools and commercial restaurant chains.
- Link sustainable school menu choices with educational projects aimed at Key Stage 1 and 2 pupils (aged 5 to 11) through a website, an educational pack and enjoyable ‘whole school’ learning activities in line with the National Curriculum.
- Help Local Education Authorities to address the Public Sector Food Procurement Initiative through their adoption of MSC-labelled products, which reduce the adverse environmental impacts of fish production.
- Increase recognition of the MSC eco-label among family consumers.
As part of the project Brakes and M&J will develop new MSC-labelled products to add to its existing school meals range, which already includes the recently launched MSC-labelled hoki fish fingers, salmon nuggets and a tasty hoki burger, the Fishwich. Both the Brakes and M&J product catalogues will also draw attention to MSC-labelled products and educational materials available to schools.
What the MSC says
“The drive for school dinners to become more nutritious, and for children to learn where their food comes from offers a natural link to the sustainability of food production,” says Rupert Howes, MSC’s Chief Executive. "With children being encouraged to eat more fish it is vital that families are offered fish dishes that will support fishers who are embracing sustainable practices."
What Brakes says
Adam Swan, Brakes Commercial Manager (Fish and Seafood) commented: “Working with the MSC on the Fish & Kids project reinforces Brakes commitment to offer its customers a sustainable seafood choice from its wide range of products. Brakes has worked with the MSC for some time and was the first delivered wholesaler in foodservice to offer a MSC-certified product to its customers. Being able to develop this offering further and help create a greater awareness among caterers of MSC-labelled products will be an exciting challenge.
What Surrey Commercial Services says
“Surrey Commercial Services are pleased to be working with Brakes Foodservice and the MSC in providing fish from sustainable sources to our customers, the school children in Surrey,” says Chris Hillier, Regional/Purchasing Manager, Surrey Commercial Services.
Fish & Kids is a major component of the MSC’s wider foodservice outreach project. The second strand of this project aims to increase the range of MSC-labelled seafood available to consumers in commercial restaurants across England. The MSC is working with Brakes to identify a pilot partner for this element of the project.
Further information
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