A thumbs up signal from Icelandic fisherman Oddur Runarsson in a new audio visual presentation of sustainable fishing conveys an unplanned but timely approval of his government’s ground breaking environmental fish product certification announced at the Icelandic Fisheries Exhibition.
The 25-year old longline fisherman stars on the cover of the 'Pêche responsable' DVD produced by Atlantic Fresh Ltd of Boulogne, Grimsby and Hull to be circulated with a French fish industry magazine and on the company's website (www.atlanticfresh.eu) in both French and English.
Frank Hartmann, director/manager of Atlantic Fresh Europe, said: "The longline and trawling filming was done earlier in the year to illustrate the speed and efficiency of our Icelandic fishermen's operations and the deliberately planned sustainable effort in which they are engaged. A single frame captured Oddur's approval of the quality of the fish the line was bringing in, but that and the accompanying footage shows how the official government move endorses our established supply chain system."
Magnus Gudmundsson, chief executive of Atlantic Fresh Ltd, said: "Official authentication of fish products has become almost inevitable for sophisticated consumer markets, but the supporting system has to be credible. Oddur is at the beginning of the 'traceability trail' developed by us in the UK in association with the advanced Fishgate fish trading centre in Hull."
Satellite-linked computer systems manage and monitor the controlled-environment supply chain that Atlantic Fresh fish enters the moment it comes off the hook or out of the net. The system records the date, time and location of the catch and provides a constantly updated record of the progress of the fish from that moment until it reaches the customer.
