Iceland Foods Sets a New Standard for Seafood Sustainability

Iceland Foods has achieved a monumental milestone by becoming the first frozen food retailer worldwide to source 100% of its own label wild fish and seafood from Marine Stewardship Council (MSC) certified fisheries. This initiative sets a groundbreaking benchmark for sustainability within the global grocery retail sector.

A Commitment to Certified Sustainable Seafood

Starting now, UK consumers will enjoy a fully certified range of sustainable seafood across all of Iceland’s own label offerings. This encompasses the retailer’s frozen, chilled, and ready meal wild fish and seafood products. As existing packaging is phased out, shoppers might still encounter select items lacking the MSC blue ecolabel, but by January 2026, all own-label products will proudly display this certification.

Expanding the MSC-Certified Range

In a promising leap towards sustainability, Iceland has increased its MSC-certified product offerings from 30 to 46 within the financial year ending in April 2024. This adjustment means a commendable 73% of Iceland’s products are now covered under this certification, positioning the retailer as the second-highest UK supermarket for MSC product coverage, as highlighted in the 2024 MSC UK and Ireland Market Report. Just five years ago, Iceland offered a mere 17 certified products, highlighting the retailer’s sustained dedication to environmental stewardship.

Protecting Ocean Habitats

By ensuring that all its own label seafood meets the MSC’s globally acknowledged sustainability standards, Iceland plays an integral role in preserving ocean habitats and promoting sustainable fishing practices.

The Role of the Marine Stewardship Council

The Marine Stewardship Council (MSC) is an international non-profit organization committed to ending overfishing and safeguarding marine ecosystems. Products featuring the MSC blue ecolabel are sourced from fisheries that adhere to stringent sustainability criteria, enabling consumers to positively influence the health of our oceans.

Voices of Leadership

Richard Walker, Executive Chairman at Iceland Foods, remarked:

“This is a significant moment for us. Our oceans are in crisis, and we all have a responsibility to do something about it. Sourcing 100% of our wild fish and seafood across all our own label seafood products shows what’s attainable when you set ambitious goals and adhere to your principles. Our customers can now be assured that every own label product bearing the blue MSC ecolabel is sustainably sourced to the recognized independent standard. That’s beneficial for the planet, future generations, and it establishes a global benchmark for responsible retail.”

Rupert Howes, Chief Executive of the MSC, added:

“Iceland’s achievement is a significant step forward for sustainable seafood sourcing in the UK and beyond. Their commitment to 100% MSC-certified wild fish and seafood serves as a strong example for the global retail sector, proving that sustainable sourcing on a large scale is indeed feasible.”

Acknowledgments and Awards

Iceland’s leadership in promoting seafood sustainability was recently honored at the 2024 MSC UK Awards, where the retailer received:

• MSC UK Silver Supermarket of the Year 2024 – Recognizing Iceland’s enduring commitment to sustainable seafood sourcing.
• MSC UK Marketing Campaign of the Year 2024 (joint award with Birds Eye) – Acknowledging initiatives aimed at educating consumers about sustainability and responsible buying behaviors.

Discover More

To learn more about Iceland’s MSC-certified wild fish and seafood, visit: https://sustainability.iceland.co.uk/