Princes has dropped Moroccan sardines from its supply chain in favour of Marine Stewardship Council-certified Iberian stocks.
With the state’s sardine fisheries under pressure from declining availability and climate change, the tinned fish giant said the move was necessary to strengthen the resilience and sustainability of its supply chain.
Princes had begun exploring alternative sourcing options more than two years ago and secured a supply aggrement with the fishery in 2024 to enable a “smooth transition” once it achieved MSC certification in July 2025.
The brand said this meant it had been able to “strengthen both the sustainability and resilience of its sardine supply, ensuring continuity for customers while supporting fisheries that meet rigorous environmental standards”.
Products using Iberian sardines have been available in some stores since March with wider distribution across branded and customer own-brand ranges planned over coming months.
Updated packaging featuring the MSC eco-label will begin appearing in stores shortly, although use of the label is determined by individual retail partners.
“Securing access to the Iberian sardine fishery ahead of its MSC certification meant we were well positioned to transition at the right time,” said Princes corporate relations director David McDiarmid.
“We want to reassure our consumers that the wild-caught seafood they are eating comes from a sustainable source, which is why expanding our range of independently certified seafood is a key priority for us,” he added. “MSC certification provides clear, trusted assurance and transparency for shoppers.”
Sardines from north west Africa were classified as ‘Fish to Avoid’ or ‘Need Improvements’ in the Marine Conservation Society’s Good Fish Guide, although a significant proportion of sardines sold in British supermarkets come from these areas.
The shift to Iberian sardines comes as part of Princes’ broader strategy to expand its range of MSC-certified small pelagic fish. Earlier this year, the group moved away from sourcing mackerel from Northeast Atlantic pelagic fishery and introduced MSC-certified Chilean mackerel.
In February, Princes also achieved its commitment to source all of its Princes branded tuna from MSC-certified fisheries, building on its earlier milestone of 100% responsibly sourced tuna.
“This latest move by Princes is further testament of the company’s commitment to the sustainable sourcing of seafood for its customers,” said MSC UK and Ireland programme director George Clark.
He added: “I’m really excited to see Princes canned sardines hit the shelves with a blue MSC eco-label.”
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