A new campaign by Marks & Spencer to educate shoppers on sustainable fish begins today.

Forever Fish is being funded with a new carrier bag that costs shoppers 5p apiece.

The scheme includes an education programme, dubbed School of Fish, to teach primary school pupils about sustainable fishing, as well as plans to invest £1m in WWF marine projects.

M&S said it would also market less traditionally popular species of fish, such as dab and flounder.

“We will work together with our customers, our people and their children to promote a healthy future for our beaches, seas and fish,” said M&S chief executive Marc Bolland.

“Forever Fish involves schools, charities, fishermen and fisheries so that we can all enjoy cleaner beaches, more sustainable fishing and healthy fish.”

Read more
Sainsbury’s launches sustainable fish drive (13 June 2011)
Fish4Ever to donate sales to charity (21 May 2011)

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