Forging ahead

Waitrose this year experienced between 500 and 600% growth in cod sales in following its advertisements promoting Icelandic cod

When Iceland unveiled plans for the Iceland Responsible Fisheries (IRF) eco-label in 2008 there were many who thought the move was little more than a publicity stunt – after all, did the seafood industry need yet another logo; wouldn’t it just add to already tumultuous consumer confusion?

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