MSC sushi on the menu at Moshi Moshi

18 Feb 2013
The QR code sushi will allow consumers to 'get the story behind their dish'

The QR code sushi will allow consumers to 'get the story behind their dish'

Independent London restaurant, Moshi Moshi, has put the world’s first QR code sushi on its menu to allow consumers to discover the sustainability story behind their food.

Moshi Moshi diners will be invited to ‘get the story behind their dish’ by scanning edible QR codes, made from rice paper and squid ink, which will be placed on individual pieces of sushi. Each season, a new fish will be placed under the spotlight and promoted through this activity.

The initiative, which has been created by the Marine Stewardship Council (MSC) and Moshi Moshi restaurateur Caroline Bennett, aims to encourage customers to utilise smartphone technology to join the debate on sustainable sushi.

Ms Bennet, who was one of the first sushi restaurateurs to put MSC sustainability certification on menus, said: “Speaking to our diners we know that there is a huge interest in finding out more about where our seafood comes from and we’re hoping other restaurants follow suit in making it easy for customers to make positive choices with their food."

Toby Middleton, UK & Republic of Ireland country manager, Marine Stewardship Council, added: "We are always looking for new and unusual ways to get people excited about the issues behind ocean sustainability. Just looking out for the blue MSC ecolabel on restaurant menus and food packaging can have a really positive impact and that’s the message that we want people to take away from this activity.”

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