Hospitality businesses are being urged this World Oceans Day (8 June) to grasp the opportunity to capitalise on customers’ concern about the state of the oceans and their sustainable seafood shopping habits, by putting the Marine Stewardship Council (MSC) blue ecolabel on their menu.
By following the example of major operators like Whitbread, whose brands include Beefeater, Brewer’s Fayre, Bar & Block, Table Table and Thyme, MSC UK & Ireland Senior Commercial Manager, Seth McCurry, says operators will stand out from the crowd and protect both fishing communities and the marine environment.
While recent years have seen sales of certified sustainable seafood soar in supermarkets to more than half (58%) of total market share, MSC-labelled products only account for 3.55% of all fish and seafood sold in hospitality, including pubs.
Seth McCurry said: “Seafood consumers tell us they’re worried about the state of the oceans. They are concerned their favourite fish species won’t be available in 20 years and they will only trust a brand’s sustainability claims if they’re certified by an independent organisation. In addition, the overwhelming message we get from fishermen is that it’s increased demand for MSC seafood that drives them to seek certification.
“By securing MSC chain of custody, pubs and restaurants will guarantee supply chain traceability, connecting their sustainable seafood loving customers with the men and women who catch it, while contributing to a healthy future for our fish stocks.”
World Oceans Day is an annual global celebration dedicated to raising awareness about the ocean and to recognise its role in our planet’s health. It offers an ideal opportunity for hospitality businesses to demonstrate their commitment to support the health and abundance of marine resources.
Pubs committed to serving customers a wider variety of seafood may not be aware that there are currently 49 different species being sold with the MSC blue ecolabel in the UK, while globally over 200 different species have met the MSC Standard for sustainability. This gives pubs and restaurants a diverse range to choose from – from cod to cockles, hake to haddock and sardines to scallops. Operators can find a full list of all certified fisheries and species here.
Whitbread has held MSC chain of custody since 2017 and serves three million portions of fish and chips featuring MSC certified cod and haddock annually.
Will Silverwood, Head of Sustainability at Whitbread says: “At Whitbread, fish and chips is one of the most popular dishes we serve in our restaurants, and we want our customers to continue enjoying this classic dish long into the future.
“That’s why we decided to get certified to use the blue MSC (Marine Stewardship Council) ecolabel on our menus back in 2017 which means that every portion of cod and haddock is fully traceable to healthy fish stocks. As one of the UK’s leading hospitality brands with the MSC ecolabel on our menu, we’re delighted to help our customers to order delicious fish safe in the knowledge they’re also helping to protect the oceans.”
Seth says that operators considering certification should also be encouraged by two significant factors that help smooth the certification process.
“When it comes to availability, many of the UK’s best known seafood suppliers to the foodservice sector also have chain of custody, making the certification process, further aided by the MSC’s extensive range of relevant resources, that bit easier to achieve.”
