Brakes has become the first UK fish supplier to commit to sourcing all of its own brand fish and seafood products from verifiably sustainable sources.
The wholesaler has signed the ‘Sustainable Fish Cities’ pledge - part of a campaign run by the Sustain alliance to encourage the foodservice industry to stop buying endangered and environmentally-damaging fish.
The commitment means Brakes will immediately stop sourcing any species on the Marine Conservation Society’s ‘Fish to Avoid’ list, and will boost stocks of MSC-certified fish. It will also display fish sustainability ratings on its online product directory to help customers make “informed” choices.
Sustainable Fish Cities project officer at Sustain, Ruth Westcott, described the commitment from Brakes as “truly ground-breaking” and a “significant turning point” for the industry.
“It means that Brakes’ customers don’t actually need to know the ins and outs of seafood sustainability to make a good choice - the responsibility has been taken by their supplier,” she said.
Brakes category director Adam Swan said the wholesaler was “proud” to become the first UK fish supplier to commit to the pledge and give its customers “unprecedented access” to sustainable fish.
“We hope our pledge will encourage our customers and the industry to sign up and help protect fish stocks,” he added.
Bournemouth and Poole became the UK’s first Sustainable Fish City in April – meaning the majority of seafood and fish served across the city area is now sustainably sourced.
Thirteen other cities and towns across the UK have signed up to the campaign.