Report: 30% of UK consumers seek sustainable fish


SeafoodSource staff

Published on
April 6, 2011

The United Kingdom’s Department for Environment Food and Rural Affairs (Defra) on Wednesday published a report that found seven out of 10 British consumer say buying sustainable fish is important, but only 30 percent say they’re “actively” seeking sustainable fish.

Titled “Attitudes and Behaviours around Sustainable Food Purchasing,” the report covers a range of issues related to sustainable food, including animal welfare, British seasonal production, ethical production, healthy balanced diet, environmental sustainability and sustainably sourced fish.

The report found that some consumers are confused about sustainable seafood and eco-labeling schemes. For example, 37 percent of consumers hadn’t heard of the Marine Stewardship Council.

Leendert den Hollander, CEO of frozen fish giant Young’s Seafood, responded to the report.

“We welcome the research showing that consumers are increasingly interested in trying sustainable fish,” he said. “Our own research shows that 88 percent of people want to eat more fish and highlights that consumers now want a greater variety of ways to enjoy sustainably sourced fish. Our Fish for Life program, on responsible fish procurement, helps people choose responsibly sourced fish, and we clearly and consistently label all our products so consumers know exactly what they are buying.”

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