Birds Eye today announced that it is to launch a fish finger made entirely from sustainable fish, a move it is calling the most significant fish marketing initiative since the launch of the first fish finger.
The new fish finger, which will be available from September, is made from Alaskan pollock fillets sourced from an MSC (Marine Stewardship Council) certified fishery and is the latest initiative in Birds Eye’s sustainability programme.
Birds Eye is seeking to shift consumer preference away from cod, a much loved but scarce resource, to less well known sustainable sources. It estimates that the launch of its sustainable fish finger will result in a 4000 tonne reduction in its yearly cod catch, the equivalent of over 2 million fish.
Martin Glenn, Chief Executive of Birds Eye Iglo said: “Sustainability initiatives can be a challenge because, on the whole, consumers do not yet see it as a reason to switch purchase, so we are delighted that through this launch we will bring sustainability to the mainstream family favourite.”
Rupert Howes, Chief Executive of the Marine Stewardship Council, said: “This is a bold move by Birds Eye that demonstrates their continued commitment to responsible fishing. It will dramatically increase the availability of MSC certified seafood to UK consumers, which is great news for the Alaskan pollock fishery, for the environment and for consumers who want to make the best environmental choice.”
