Tesco has launched a range of Marine Stewardship Council-certified sustainable seafood on its 432 fresh fish counters.
The retailer’s counters recently passed the MSC’s standard for traceability in seafood supply.
They will offer MSC-certified salmon and hake all year round, and also mackerel and herring when available.
Tesco will be promoting its move in-store on television plasma screens located over the counters.
Fresh fish technical manager David Oliver said: “Fish is a healthy meal option for families, but it also needs to be a healthy option for our oceans and fishing communities.”

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