Frozen food maker Iglo Group will roll out the Marine Stewardship Council’s ecolabel to its certified wild fish products in Europe in response to growing consumer demand for sustainably sourced fish.
The MSC ecolabel will initially be rolled out on 280 products, rising to 400 within a year, in 16 countries across Europe, including the UK, Germany, Italy, Austria and France. The company said that 90% of its wild capture fish portfolio in Europe is now MSC-certified.
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This commitment is driven by “high demand” for sustainable fish, the company said. According to MSC data, 89% of seafood shoppers across Europe believe that ocean sustainability is “important” with 38% recognising the blue MSC ecolabel, an increase of 10% since 2010.
Elio Leoni Sceti, CEO of Iglo Group, said: “This commitment will provide reassurance to the millions of consumers who buy our brands across Europe, including Birds Eye in the UK and Ireland, iglo across continental Europe and for the first time, Findus in Italy. In 2015 alone we expect that over 2.45 billion MSC certified Fish Fingers will be eaten by European consumers and they can rest assured that the choices they make are sustainable ones.”
