Where do our fish come from?

Where do our fish come from?

We source fish and seafood responsibly

Did you know that by 2050 the global population is predicted to be 9.5 billion? A growing population means a growing demand for healthy protein. That’s why we believe both responsible sourced wild caught fish and aquaculture farmed fish have an important part to play in securing the future of fish and seafood.

All fisheries or farms we source from are required to use very high standards. We’ve worked with many fisheries for a long time, which means that over the years we have been able to encourage more of them to get certified.

We follow our strict policy on fish and seafood to ensure that all fisheries meet the internationally agreed principles of Responsible Fisheries Management.

Our Target
100% fish and seafood from sustainable fishing or responsible farming by the end of 2021

Wild Caught Fish & Seafood

Through our brands, we became a founding member of the Marine Stewardship Council (MSC) in 1997. Today, we’re proud that more than 90% of the wild captured fish we use is MSC certified, which makes us the largest branded user of the MSC Ecolabel, globally. Our goal is to help people make healthy, nutritious, sustainable food choices by increasing availability of sustainably sourced fish across Europe. Discover more about wild caught fish and seafood here.