Deeside’s Iceland sets global first on seafood standards
Deeside based Iceland Foods has become the first frozen food retailer in the world to ensure all of its own label wild fish and seafood is now sourced from Marine Stewardship Council (MSC) certified fisheries.
The move means UK shoppers will be able to buy fully certified sustainable seafood across Iceland’s entire own label range, including frozen, chilled and ready meal wild fish and seafood products.
While some existing packaging without the blue MSC ecolabel will remain in stores during a transition period, Iceland customers can expect to see the label on all own-brand products by January 2026.
Iceland expanded its MSC-certified product range from 30 to 46 in the financial year ending April 2024, covering 73 per cent of its products. According to the 2024 MSC UK and Ireland Market Report, this ranked the retailer second highest among UK supermarkets for MSC product coverage. Five years ago, Iceland offered just 17 certified products.
By sourcing exclusively from MSC certified fisheries, the Deeside-based supermarket chain says it is helping protect ocean habitats and supporting sustainable fishing practices.
Richard Walker, Executive Chairman at Iceland Foods, said: “This is a big 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 possible when you set your sights high and stick to your principles.
“Our customers can now be confident that every own label product bearing the blue MSC ecolabel is sustainably sourced to the recognised independent standard. That’s good for the planet, good for future generations, and it sets a global benchmark for what responsible retail should look like.”
Rupert Howes, Chief Executive of the MSC, said: “Iceland’s achievement is a significant step forward for sustainable seafood sourcing in the UK and beyond. This commitment to 100% MSC-certified wild fish and seafood sets a strong example for the global retail sector, demonstrating that sustainable sourcing at scale is possible.”
Iceland’s work in this area was recognised at the 2024 MSC UK Awards. The retailer won the Silver Supermarket of the Year award for sustainable seafood sourcing, and a joint award with Birds Eye for Marketing Campaign of the Year.
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