MSC certified Young’s Chip Shop Mackerel hits supermarkets
Young’s has launched a new MSC certified Chip Shop Mackerel, inspired by the Fish Fight programmes shown on Channel 4 earlier this year.
The programmes highlighted Hugh Fearnley-Whittingstall’s ‘Mackerel Mission’, to encourage more people to try sustainable mackerel at Fish and Chip shops and this new product has been launched to enable consumers to enjoy mackerel baps in their own homes.
The battered mackerel comes from certified sustainable fishing boats in Scotland and carries the MSC’s ‘Certified Sustainable Seafood’ ecolabel. Young's has a lot of experience working with mackerel and has been looking for ways to increase its profile for some time. Now, inspired by the TV programme, Young’s is giving mackerel more exposure by adding it to the Chip Shop range.
The fish in Chip Shop Mackerel will be sourced from a longstanding Scottish supplier to Young’s and is from the MSC certified Northeast Atlantic and North Sea mackerel fishery, specifically the western component. This mackerel is caught by the highly selective pelagic trawl method which has minimal discards since few ‘non target’ fish are caught. The vessels in the supplier’s fleet also use modern ‘jigging’ technology which allows the average size of the fish in each shoal to be gauged by weight before trawling, and thus the deliberate avoidance of smaller juveniles.
Young’s is asking the public to vote on whether the limited edition Chip Shop Mackerel is worthy of turning into a permanent fixture. Vote through facebook to keep it.
