Figures released for the first time today by the Marine Stewardship Council (MSC) reveal a growing gap between supermarkets when it comes to offering their customers ecolabelled sustainable seafood choices and protecting ocean environments. At the same time, the availability of MSC certified fish is better than ever with a million tonnes of MSC certified cod caught last year.
Since 2010, Sainsbury’s has been top of the table in terms of numbers of products stocked, with 163 MSC-certified seafood products for the last financial year. The retailer’s product numbers are almost twice its closest competitor, Waitrose, which is in second place with 79 certified seafood products and more than three times the number of products stocked by M&S.
Despite a growing demand for demonstrably sustainable seafood, Tesco has stalled with the number of MSC ecolabelled products on its shelves going from 17 in 2010 to 18 in 2014. Morrison’s commitment to certified sustainable seafood has dropped from 12 to 8 and Asda has similarly fallen from 27 to 21 certified sustainable products over the same period.
Earlier this year, the MSC published an independent consumer survey which revealed that 71% of UK respondents said they believed that it is important that supermarkets sell sustainably caught seafood. Respondents also said they trusted ecolabels on products (61%) more than recommendations from family/friends (57%), information from supermarkets (48%) and brands’ own promises on products (41%).
Toby Middleton, Senior UK Country Manager for the MSC, said “We know that consumers expect sustainable seafood choices in their supermarkets but not all supermarkets are making it easy for their customers. UK shoppers expect sustainability built in to their purchase, regardless of their price point. Sainsbury’s has already shown that price need not be a barrier to sustainability with even their Basics fish fingers MSC certified, at 65p a pack. It’s time for the other retailers to step up to the mark.”
More MSC certified fish
MSC fisheries data also indicate that popular species such as cod, haddock, tuna and prawns are making their way onto UK supermarket shelves in record numbers, driven by the progress made by the leading retailers. MSC certified sales of the UK’s most popular species have increased 300% in just two years. The distinctive blue fish tick ecolabel now appears on over 25,000 tonnes of cod, haddock, tuna and prawns.
This growth reflects the increasing number of MSC-certified sustainable fisheries. In 2010, 500,000 tonnes of certified cod was landed globally, passing one million tonnes in 2014 as more fisheries in the North Atlantic became MSC-certified.
Toby Middleton, continued: “Safeguarding the world’s oceans is essential if we are to maintain healthy fish populations, economies and ecosystems. By choosing MSC labelled fish and seafood, shoppers are helping to transform the way the oceans are fished. Only through the blue MSC ecolabel can consumers be sure that what they choose to put on their plate will be from an MSC certified sustainable fishery.
“Sainsbury’s and Waitrose recognise the value of third party labelling that consumers can trust. Others must follow their lead if they want to maintain growth in market share over the long term. Claiming to source MSC certified seafood isn’t enough if shoppers can’t see the label on packs. If it doesn’t say MSC certified on the packet, it isn’t MSC certified in the packet.”
MSC trademarks
The Marine Stewardship Council’s blue ecolabel and claims of MSC certification are registered trademarks. This label includes ocean-to-plate traceability as well as an assurance of sustainable sourcing. Without the blue MSC ecolabel on pack, supermarket retailers cannot claim that seafood is from an MSC-certified fishery.
Find MSC labelled products in the UK >
Correction: An earlier version of this press release contained a graphic which showed Lidl with only 7 own-brand products. This was an error. Lidl has 36 own-brand MSC certified products under different brand names.