Sainsbury’s celebrates 25 years of MSC-certified seafood as UK spending on sustainable fish hits £1.7bn

Sainsbury’s has been recognised by the Marine Stewardship Council for its 25-year role in the sustainable seafood market in the UK, according to the MSC UK & Ireland Market Report 2026, published this week. The data highlights the supermarket’s quarter-century partnership with the not-for-profit organisation, which has coincided with significant growth in consumer spending on certified sustainable seafood across the country.

The MSC is an international non-profit organisation that sets science-based standards for sustainable fishing and the seafood supply chain. Their latest report finds that total annual consumer spending on MSC-labelled products in the UK has reached £1.7 billion, with the country’s retailers selling 189,000 tonnes over the period. There are almost 1,000 MSC-approved products, representing 49 individual species, with nearly two-thirds of wild-caught fish and seafood sold by UK retailers now carrying the blue MSC ecolabel. 

George Clark, MSC Programme Director UK & Ireland, said: “It’s a success story that now sees UK retailers selling almost 1,000 MSC certified products, representing 49 individual species. It’s only with the milestone commitments of trailblazers like Sainsbury’s that almost two thirds of retailers’ wild caught fish and seafood offerings now carry the blue MSC ecolabel.

Sainsbury’s has consistently led the way, and I have no doubt that we can look forward to more consumers shopping for an even wider range of certified sustainable seafood into the future. When the fishing industry can rely on retailers that make the kinds of commitments we see here in the UK, to buy their sustainable catch, that’s when we see transformative positive change in our seas and across the globe.”

Sainsbury’s became the first UK retailer to launch a product bearing the MSC blue ecolabel in 2000, when it introduced Thames herring to its shelves. In the years since, its certified range has expanded to 208 products. Currently, 81% of the supermarket’s seafood range is MSC certified – the highest proportion of any UK retailer according to the report. The company has stated a target of sourcing and selling 100% certified sustainable seafood in the future. They have also supported pre-certification initiatives and Fishery Improvement Projects (FIPs), including Project UK, which aims to help fisheries work towards meeting the MSC standard. 

Dave Parker, Aquaculture and Fisheries Manager at Sainsbury’s, said: “Good food requires a resilient food system and responsible sourcing plays a big part in this. Since launching the UK’s first MSC-labelled product in 2000, we’ve seen customer demand for these products grow enormously and are pleased to say 81% of our range is now MSC-certified. We’re continuing to work with the MSC and our suppliers to continue to increase our number of sustainably sourced products, helping to protect our oceans and ensure good food for everyone.”

Food Desk

For further information about the Marine Stewardship Council and the report for 2026, visit their website here.