Iceland Foods has announced plans to ensure 100% of its own-label wild fish and seafood is now sourced from Marine Stewardship Council certified fisheries.
The frozen retailer said it would set “a new standard for sustainability in global grocery retail”.
The commitment will span frozen, chilled and ready meal categories and marks a step forward for the retailer, which only offered 17 certified products five years ago.
“This is a big moment for us,” said executive chairman at Iceland Foods Richard Walker. “Our oceans are in crisis, and we all have a responsibility to do something about it.
“Sourcing 100% of our wild fish and seafood across all our own-label seafood products shows what’s possible when you set your sights high and stick to your principles.”
The supermarket has said old packaging without the MSC tick will be used until it runs out, but the logo will be on all own-label products by January 2026.
“Our customers can now be confident that every own-label product bearing the blue MSC eco-label is sustainably sourced to the recognised independent standard,” said Walker. “That’s good for the planet, good for future generations, and it sets a global benchmark for what responsible retail should look like.”
This builds on the work done by Iceland last year, when it expanded its MSC-certified product range from 30 to 46 in the financial year ending in April 2024, covering 73% of its products and ranking as the second-highest UK supermarket for MSC product coverage, according to the 2024 MSC UK & Ireland Market Report.
“Iceland’s achievement is a significant step forward for sustainable seafood sourcing in the UK and beyond,” said Rupert Howes, chief executive of the MSC. “This commitment to 100% MSC-certified wild fish and seafood sets a strong example for the global retail sector, demonstrating that sustainable sourcing at scale is possible.”
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