Iceland sets global benchmark for seafood sustainability
Iceland Foods has announced that it has become the first frozen food retailer globally to ensure that 100% of its own label wild fish and seafood is now sourced from Marine Stewardship Council certified fisheries.
UK shoppers will now be able to enjoy fully certified sustainable seafood across all of Iceland’s own label range. This includes the retailer’s frozen, chilled and ready meal wild fish and seafood products.
While customers may still find some products without the blue MSC ecolabel in store as existing packaging is run down, Iceland said they can expect to see the blue fish tick on all own-label products in store by January 2026.
Iceland expanded its MSC-certified product range from 30 to 46 in the financial year ending in April 2024, covering 73% of its products, according to the 2024 MSC UK and Ireland Market Report . This compares to 17 certified products five years ago.
Subscribe to TRBRichard Walker, executive chairman at Iceland Foods, said: “This is a big moment for us. Our oceans are in crisis, and we all have a responsibility to do something about it. Sourcing 100% of our wild fish and seafood across all our own label seafood products shows what’s possible when you set your sights high and stick to your principles.
“Our customers can now be confident that every own label product bearing the blue MSC ecolabel is sustainably sourced to the recognised independent standard. That’s good for the planet, good for future generations, and it sets a global benchmark for what responsible retail should look like.”
Rupert Howes, chief executive of the MSC, said: “Iceland’s achievement is a significant step forward for sustainable seafood sourcing in the UK and beyond. This commitment to 100% MSC-certified wild fish and seafood sets a strong example for the global retail sector, demonstrating that sustainable sourcing at scale is possible.”
