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Marks & Spencer launches Forever Fish sustainability campaign

Marks & Spencer has launched a three year campaign to educate consumers about sustainable fish.


Marks & Spencer launches Forever Fish sustainability campaign

Marks & Spencer has launched a three year campaign to educate consumers about sustainable fish.

The Forever Fish campaign will be funded by the profits from the M&S 5p food carrier bag charge. A new carrier bag design will be introduced to coincide with the campaign launch and a Forever Fish product stamp will highlight fish products throughout store food halls.

The campaign will be backed by a major print and online marketing push and in-store advertising will carry product and environmental information, advice and recipes.

As well as promoting sustainably-sourced fish and more plentiful species such as Dab and Flounder, M&S will introduce a number of initiatives to raise awareness of the issue amongst shoppers and their families. These will include a School of Fish education programme aimed at primary shool pupils, encouraging customers and M&S employees to participate in Marine Conservation Society beach cleaning initiatives, and investing over £1 million in WWF projects.

Marc Bolland, chief executive of Marks & Spencer, said: “We will work together with our customers, our people and their children to promote a healthy future for our beaches, seas and fish. Forever Fish involves schools, charities, fishermen and fisheries so that we can all enjoy cleaner beaches, more sustainable fishing and healthy fish.”

Paul Willgoss, head of food technology at Marks & Spencer, said: “Already 90 per cent of the wild fish we sell is in line with our Plan A commitment, but certifying fish stocks is not the full story. We are working with our customers in support of the UK fishing industry so that the next generation understands the importance of healthy oceans and can enjoy sustainably sourced fish.”


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