Birds Eye vows for sustainability

Seafood producer Bird Eye has announced details of its fish stock sustainability policy and plans to improve further during 2007. The move builds on the company’s earlier work on the issue, which includes halting North Sea cod sourcing in 1999 and adopting a clear labelling strategy to identify products from certified fisheries.

“We are committed to providing fish from sustainable stocks, using methods that will not harm the marine environment,” said Martin Glenn, Chief Executive of Bird Eye Iglo Group Ltd. “Further to our acquisition last year, we are committed to developing a new policy to increase sustainable sources, reduce reliance on cod and lobby for joined up measures to reduce illegal fishing. This is the only way that precious fish stocks can be preserved for future generations.”

The announcement was well-received by environmental group the Marine Stewardship Council (MSC), which is working with Birds Eye to develop sustainable performance.

“We welcome Birds Eye’s continued commitment to responsible seafood procurement and to labelling all products from those fisheries meeting the MSC’s independent and science-based standard for environmentally responsible and sustainable fishing,” commented Rupert Howes, MSC Chief Executive.