Sir: The Norwegian Seafood Council was pleased to see The Grocer highlight the issue of inconsistent fish labelling (‘Fish labels are still fishy’, 4 August). We agree with Sue Davies and encourage the big retailers to clearly label their seafood with MSC and country of origin labels, enabling consumers to make more informed purchases.

We think it is vitally important that consumers can make choices based on country of origin. Often the source itself is indicative of sustainability. All Norwegian cod and haddock is certified as sustainable by the MSC, but in many supermarkets you currently cannot differentiate. Norway has invested heavily in sustainable fishing - and we want British shoppers to be able to identify our products.

Johan Kvalheim, director, UK and France, Norwegian Seafood Council