Ecological awareness is coming to the captain’s table as Birds Eye announces that its entire cod and haddock fish finger range has been awarded sustainable fishing certification from the Marine Stewardship Council.
The move will switch 5,200 metric tons of fish products to sustainably certified produce in the UK market, and increase the total weight of MSC-labeled products sold by 20 percent.
Birds Eye is the market leader in the manufacture of fish fingers, and the UK is the world's second largest consumer of any cod, eating more than 185 million cod and haddock fish fingers each year. The MSC-labeled fingers will arrive in September.
The MSC certification means the fishery has demonstrated that it is well managed and sustainable through a comprehensive, independent scientific assessment. It also means that Birds Eye's entire fish portfolio — from cod to salmon — is now in the MSC program, either in assessment or already certified.
