Birds Eye, one of the UK’s leading frozen food brands, has announced that its range of cod and haddock fish fingers has achieved the Marine Stewardship Council’s (MSC) seal of approval for sustainability.

The switch to more MSC certified supply forms part of Birds Eye’s parent company, the Iglo Group’s, overall sustainability plan – its Forever Food Programme aims to certify 100% of its fish range to help protect global fish stocks.

Martin Glenn, chief executive officer at the Iglo Group, said: “As Europe’s leading frozen fish manufacturer, we have an important role to play in working to ensure the long-term security of our oceans, but also in making it easier for consumers to eat in a more sustainable way.

Birds Eye states that the UK is the world’s second largest consumer of cod, a fish whose stocks were previously under serious threat. It credits itself with helping to rejuvenate stocks back in 2007 by introducing the Alaska Pollock fish finger as a cod alternative for consumers.

The company’s entire fish portfolio is now in the MSC programme – either in assessment or having already been certified.

The MSC was co-founded by the Birds Eye brand, the WWF and international conservation leaders to create an independent certification for sustainable and well managed fisheries.

Mercator Media Ltd 2012