A Taste of Wellness for Savoury and Snacks
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By using Alaskan pollock from fisheries certified by the Marine Stewardship Council (MSC) in a new line of fish fingers to be launched in September, the company expects to reduce production of cod fingers by 18 per cent. As a result, its cod catch will decrease by some 4,000 tonnes per year.
The move has been widely reported by mainstream publications and is likely to raisereness of fish sustainability issues amongst consumers - thus raising demand for sustainable ingredient sourcing at several levels of the food industry.
Environmental groups have warned that cod could become "commercially extinct" if stocks are not allowed Cod stocks are under threat. Environmental groups estimate that for the last decade the cod population of the North Sea has been below 70,000.
In fact, Bird's Eye has not sourced cod from the North Sea since 1999, but the cod polulation crisis also holds for other seas, including the Eastern Baltic Sea. A spokesperson for the consumer brand told Food Navigator.com that Bird's Eye currently sources cod from a variety of places.
The spokesperson added that the move is "the beginning of a journey", and the company hopes that the ratio of sustainable pollock to cod will increase over time.
Rupert Howes, chief execuitive of the MSC, said: "This is a bold move by Birds Eye that demonstrates their continued commitment to responsible fishing. It will dramatically increase the availability of MSC certified seafood to UK consumers, which is great news for the Alaskan pollock fishery, for the environment and for consumers who want to make the best environmental choice."
Greenpeace called Bird's Eye's move "inevitable". It says the decision has already caused a stir int eh fisheries world and "will ramp up pressure on other major suppliers to follow suit".
Last month London's new organic superstore Whole Foods Market announced that it is to source much of the fish and seafood at its Ethical Oyster Bar from MSC certified fisheries.
It is also asking customers to donate to MSC in support of its promotion of sustainable fisheries.