First MSC certified plaice comes to UK market

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Flatfish Limited, Grimsby has worked together with Jubilee Company Limited and Grimsby Fish Market to secure Marine Stewardship Council certification for the chain of custody of North Sea plaice.

Flatfish plans to supply MSC certified plaice to UK retailers, foodservice and the fish and chip industry from April 2012. This will be the first MSC certified plaice in the UK retail market.

The plaice is caught using Danish seine nets and is landed directly into Grimsby Fish Market.

Flatfish Limited takes out long term contracts with Jubilee (vessel owners and agents), so are guaranteed to be the first to secure their 2012 new season MSC plaice when the season starts in April.

Steve Stansfield, Managing Director of Flatfish Limited said: "We are delighted to have been instrumental in securing this certificate. Flatfish have built our business on great freshness and quality as well as having been pioneers in sustainably sourced fish. The fish supplied through Jubilee is of consistently great quality. Being the first company to supply MSC certified plaice in the UK puts us in a great position to meet customer requirements. We continue to invest when others cut back."

Martyn Boyers, Chief Executive, Grimsby Fish Dock Enterprises, said: "Achieving this accreditation is reward for our staff and customers who have shown commitment to the business. Our investment in ‘modernisation’ of the Fish Market is already attracting additional supplies and this is vindication of the faith we have in the seafood industry. Grimsby Fish Market continues to embrace modern standards whilst maintaining traditional values. We have shown that working together can bring rewards and are pleased to be able to help Flatfish, Jubilee and their customers."

Andy Allard, Managing Director of Jubilee said: "Fishing vessel operators have had a bad press at times in the past, but this is an example of modern day fishermen showing concern to reassure the housewife over sustainability. We are very pleased to be associated with an initiative that takes this level of care from catch to the plate."