European retailers and fish processors have formed a strategic partnership with WWF in a bid to push for EU fisheries reform.

AIPCE, the EU fish processors' association, and Eurocommerce, which represents wholesale, retail and international trade relations to the EU, have both committed to working together with WWF.

In the next few months, the three bodies will present their shared vision for EU fishing policy to the European Commission and Parliament. They will be pushing for an end to the political EU quota system for fish, as well as for EU fishing standards to apply wherever in the world an EU boat fishes. They will also be looking to help the industry to maximise value from catch to consumer.

Sustainability was a conservation and a business necessity and the alliance represented a significant part of the supply chain, said Sally Bailey, head of fisheries at WWF-UK.