Recently, I had the pleasure of visiting one the fisheries we work with in Iceland. The majority of our fresh cod and haddock are sourced from this line capture fishery in Iceland. Our Icelandic supplier, Saemark, works closely with fishing partners in 4 communities on the west coast of Iceland to deliver outstanding freshness and quality to Sainsbury's fish counters.

The fishing and processing industry is critical in maintaining these communities so a sustainable fishery capable of providing fish for future generations is a must. We are very proud that our suppliers were the first in Iceland to achieve Marine Stewardship Council (MSC) certification for their fishery. This means that all our fresh counters cod and haddock is now MSC certified as sustainable.

Look for the MSC ecolabel on pack or on counter and be sure that the fish you buy is from a sustainable fishery.

The video my team and I produced explains how a line caught fishery works, what we do to help preserve our oceans and what the working with the fishermen in Iceland means for their families and local community.

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