ASC UK Awards 2026 celebrate champions driving positive change in farmed seafood. Sainsbury’s, MOWI, Co-op, Waitrose and New England Seafood recognised for leadership across the aquaculture supply chain.
Aquaculture Stewardship Council (ASC) has celebrated the businesses helping to drive positive change in farmed seafood at the MSC and ASC UK Awards 2026, held at London’s historic Fishmongers’ Hall.
From pioneering salmon farmers and innovative seafood brands to retailers and suppliers making ASC-certified seafood more accessible, this year’s winners demonstrate the commitment and collaboration helping to advance environmental and social responsibility across the aquaculture sector.
Sainsbury’s continued its winning streak, securing ASC Supermarket of the Year for the fifth consecutive year, while MOWI celebrated a double victory, taking home both Farmer of the Year and Brand of the Year. Co-op was named Newcomer of the Year, Waitrose won the consumer-voted Product of the Year, and New England Seafood secured Supplier of the Year.
Maud van den Haspel, ASC General Manager, UK & Benelux, said:
“These awards highlight just how important every part of the supply chain is in driving progress in aquaculture. Farmers investing in certification need strong market demand, while retailers and brands need committed suppliers to deliver on their sourcing ambitions.
“What we’re celebrating this year is that connection in action. From long-established partnerships to ambitious new commitments, our winners are demonstrating how businesses can work together to grow the market for ASC-certified seafood while supporting better environmental and social practices in farming.”
MOWI celebrates double win for farming and brand leadership
MOWI was recognised for its longstanding commitment to ASC certification and its efforts to connect certified seafood with consumers, winning both ASC Farmer of the Year and Brand of the Year.
Its journey with ASC spans more than a decade, beginning with Scotland’s first ASC-certified salmon farm in 2015. Today, MOWI has more than 30 ASC-certified farms in Scotland, demonstrating its sustained commitment to meeting ASC’s environmental and social requirements.
The Brand of the Year award also recognises MOWI’s investment in making ASC-certified seafood more visible and accessible. With 100% of its branded products carrying the ASC sustainability label, MOWI has worked across retail, digital communications and chef education to build consumer awareness and understanding of certification.
Ben Hadfield, COO Scotland, Ireland, The Faroes and Canada East with MOWI, said:
“Certification is an important part of how we demonstrate our commitment to our farming practices, and maintaining it across a growing number of farms takes considerable teamwork and investment. At the same time, we’ve focused on making ASC certification a visible part of our brand, helping customers understand the high standards behind the salmon they buy.
“Winning both awards is particularly rewarding because it recognises these two sides of our business and the people who make them possible.”
Alison Hutchins, ASC Producer Engagement Director, commented:
“Achieving and maintaining ASC certification requires ongoing commitment from farmers and their teams. MOWI’s journey, from Scotland’s first ASC-certified salmon farm to more than 30 certified farms today, shows the value of taking a long-term approach.
“What’s equally important is the role that market demand plays in supporting that commitment. MOWI’s success in both farming and branding demonstrates how certification can connect the work happening on farms with the expectations of seafood buyers and consumers. It’s encouraging to see that recognised through two awards.”
Sainsbury’s secures fifth consecutive Supermarket of the Year award
Sainsbury’s was named ASC Supermarket of the Year for the fifth consecutive year, recognising its sustained commitment to making ASC-certified farmed seafood widely available to customers, both in-store and online.
The award reflects the continued efforts of Sainsbury’s teams and supply chain partners to maintain and expand access to certified farmed seafood.
Dave Parker, Head of Aquaculture and Fisheries at Sainsbury’s, said:
“Making ASC-certified seafood part of our everyday offer requires close collaboration with our suppliers and a consistent approach to sourcing. We’re proud of the relationships we’ve built and the progress we’ve made in giving customers access to certified farmed seafood.
“Receiving this award for a fifth consecutive year is a great achievement, but our focus remains on continuing that work and building on the progress we’ve made.”
Co-op recognised for ambitious ASC commitment
Co-op took home the ASC Newcomer of the Year award in recognition of its commitment to introduce ASC labelling across 100% of its own-brand farmed seafood range by 2027.
With work already underway towards this target, Co-op is helping to expand the availability of ASC-labelled seafood and giving more shoppers access to products from farms independently certified against ASC’s environmental and social requirements.
Sam Darley, Fisheries and Aquaculture Manager at Co-op said:
“Our ambition to introduce ASC labelling across our entire own-brand farmed seafood range by 2027 is part of our longstanding commitment to responsible seafood sourcing. The move requires collaboration right across our supply chain, and we’re pleased to be recognised as Newcomer of the Year.”
Waitrose wins consumer-voted Product of the Year
Waitrose’s Organic Kefalonian Sea Bass Fillets were crowned ASC Product of the Year following a public vote that attracted more than 1,000 participants.
Receiving 301 votes, the winning product highlights consumer enthusiasm for ASC-certified farmed seafood and demonstrates how retailers can bring certified products to shoppers through appealing product ranges.
Katie Keay, Senior Aquaculture and Fisheries Manager at Waitrose, said:
“We are committed to providing our food loving customers with delicious, high-quality seafood which has been responsibly sourced. Our Organic Kefalonian Sea Bass Fillets bring those qualities together, so we’re thrilled that they’ve proved so popular in the public vote.
“This recognition shows the opportunity for retailers to make certified farmed seafood an appealing and accessible choice for shoppers.”
New England Seafood recognised for its retail partnerships
New England Seafood was named ASC Supplier of the Year, recognising its important contribution to bringing ASC-certified seafood to the UK retail market.
The company was nominated and selected for the award by UK retailers, demonstrating the strength of its customer relationships and the value of its partnerships across the seafood supply chain.
Cassie Leisk, Planet and People Director with New England Seafood said:
“As a supplier, our role is to connect the commitment of certified farmers with the needs of UK retailers, helping make ASC-certified seafood a commercially successful part of their ranges.
“To receive this recognition directly from our retail partners is especially meaningful. It demonstrates the importance of trust, collaboration and shared ambition in developing the market for certified seafood.”
Celebrating leadership across the seafood sector
The awards brought together more than 150 guests from across the UK seafood industry to celebrate achievements in certified wild-caught and farmed seafood.
ASC also honoured Su Cox, Comms and Business Development Director at Bakkafrost Scotland, with its Lifetime Achievement Award, recognising more than 35 years of extraordinary leadership in the Scottish salmon sector and her contribution to the industry’s long-term future.
Together, this year’s ASC winners demonstrate the breadth of commitment across the sector, from certification and ongoing improvements at farm level to stronger supply chain partnerships and greater consumer awareness of ASC-certified seafood.
This year’s ASC UK trophies are made from discarded fishing nets recovered from UK beaches – with the plastic in each one fully traceable back to the beach where it was collected.
They’re made by Ecotribo, who reinvest all the money from products made using recovered nets back into beach cleans. And with a QR code on each trophy, our winners will be able to discover the story behind the material in their award.
Image: Ellie Dixon, Market Development Manager, UK & Ireland presents the ASC Farmer of the Year and Brand of the Year to MOWI
