Britain's national dish, as served by The Big Fish restaurant in Stratford-upon-Avon. Photo: courtesy The Big Fish

British Consumers Urged to Diversify Fish Diet to Protect Stocks and Support Local Fishing

The initiative seeks to diversify consumers' diets, support local fisheries, and promote marine conservation.

LONDON — In an effort to foster sustainability and support the UK's fishing industry, the Marine Stewardship Council (MSC) has launched a call for consumers to be more adventurous with their choice of fish and seafood. The initiative encourages the public to look beyond the nation's top five favorites: salmon, cod, haddock, tuna, and prawns, which together account for the majority of fish consumption and are often imported.

Photo: BIG FISH little fish

Despite being surrounded by some of the world's most productive waters, the UK is a net importer of seafood. In 2023, the country imported 611,000 tonnes of fish worth £3.5 billion, while exporting 336,000 tonnes valued at £1.7 billion, reflecting a domestic demand that doesn't match local catches.

This year's MSC campaign, titled "Buy Blue, Protect Dinner" and running this month as part of "Sustainable Seafood September," aims to educate consumers about the sustainable options available. The campaign, backed by major retailers like Tesco and Sainsbury's and brands such as Birds Eye and Princes, aims to appeal to a new generation of consumers, who MSC research shows are more inclined to try new things.

George Clark, program director at MSC UK & Ireland, emphasizes that choosing sustainably caught fish helps conserve stocks and prevent overfishing, ensuring future generations can continue to enjoy traditional dishes. "We want to preserve our favorite fish dishes," he stated.

To illustrate the success of sustainable fishing in the UK, the campaign highlights the case of brown shrimps from The Wash on the Norfolk coast. This fishery, which supports a fleet of 55 local inshore boats, became the first in the country to receive MSC certification in 2020 and was recertified in 2025. Despite its sustainability credentials, 95% of its catch is exported to the Netherlands, while British shoppers opt for imported peeled prawns.

Other species recommended by the MSC include hake, sardines, crabs, and clams, which are excellent alternatives for dishes like traditional fish pie or seafood pasta.

Photo: BIG FISH little fish

The focus on sustainability is paying off, with an increase in the number of sustainably managed fisheries. According to recent data, the percentage of UK fish stocks caught sustainably has risen from 9% in 1990 to 49% in 2020, largely due to regulatory frameworks like the Fisheries Act 2020. However, the industry still faces challenges, such as a decline in the fleet of smaller boats.

Photo: BIG FISH little fish

The "Buy Blue, Protect Dinner" campaign is based on a simple yet powerful message: by choosing seafood with the blue MSC label, consumers can help safeguard the oceans and ensure a prosperous future for the UK's fishers and coastal communities.

editorial@seafood.media
www.seafood.media

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