On Monday, The Findus Group said that by 2012 it aimed to source all wild-caught fish for its Young's and Findus retail brands from fisheries that held Marine Stewardship Council certification.
Birds Eye Iglo announced at the European Seafood Exposition on Wednesday that it would commit to sourcing all wild-caught and farmed fish for its products from certified sustainable fisheries.
Findus Group's commitment would help protect the industry but was also fundamental to the long- term prosperity of the group's business, said Mark Escolme, MD of Findus Group's UK business. "If you look at the issue of what we eat, after climate change, it's probably the second-biggest issue, and fish and fisheries are a big part of that."
The status of fisheries provoked tremendous anxiety across the industry and consumer spectrum, added Martin Glenn, CEO of Birds Eye Iglo.
"Unless we manage our natural marine resources responsibly, we will live to regret the impact this has on the industry, its communities and the health of populations across the world," Glenn told attendees at the Exposition.
The seafood industry needed to do more to market "fish the brand" in order to help put more value back into the category, he added.
"Fish is an essential but unusual food that everyone knows is good for you but consumers need to be motivated to eat it."
Escolme said Findus' commitment was much more than just a marketing opportunity and would provide a catalyst for the whole industry to take action. "It's less about us going for a competitive advantage and more about pushing the industry." He said Young's would continue to stay ahead of the industry with its Fish for Life sourcing policy.