Shoppers can now buy the first-ever sustainable cod fillets bearing the Marine Stewardship Council's blue eco-label on Sainsbury's fresh fish counter.
The fillets are processed by Young's and come from the longline Pacific cod fishery, based in Seattle. The fishery obtained MSC certification as a sustainable and well-managed fishery last month. Sainsbury is the first retailer to make MSC-certified cod available to millions of consumers.
Carrie Joslin, Sainsbury's fish buyer, said: "This is a great opportunity for us to provide customers with a worry free choice of cod. This completes another step in our ongoing sustainable sourcing strategy."
Meanwhile, Johnson Seafarms in Shetland, the UK's only major farmed cod operation to date, is set to announce the arrival of organic farmed cod in significant volumes into stores.