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MSC launches #TurnTheTide; a sustainable seafood campaign for the nation’s chippies and their customers

Article Date: 2016-09-23

The Marine Stewardship Council (MSC) are launching Turn The Tide, a new nationwide campaign, with certified fish and chip shops and their customers. It celebrates the commitment, achievements and dedication to sustainably sourced seafood - ensuring there will be fish in the oceans for future generations.

Turn The Tide launches on 23 September at the UK’s No.1 fish and chip shop, Simpsons Fish & Chips in Cheltenham, and at all 75 certified fish and chip shops across Britain. The campaign aims to show fish and chip fans that they have the power to end overfishing.

Recent research results revealed four in five (80%) fish and chip fans believe that all of the UK’s fish and chip shops should serve certified sustainable fish, according to research carried out by YouGov on behalf of the Marine Stewardship Council (MSC).

Over two thirds of fish and chip shop lovers recognise that certified sustainable chip shops have a positive impact on the health of the oceans (70%) but only a third (35%) feel that they have the power to change it themselves, with over half believing that the UK government and fish and chip shops themselves (both 58%) have the power to ensure that fish sold in chippies is sustainably sourced.

James Ritchie, Co-Founder of the UK’s best Fish and Chip shop, Simpsons Fish & Chips, comments, "As a frontrunner in the fish and chip industry, sustainability is of paramount importance to us and is vital to ensuring that our industry thrives. We believe both chippies and customers alike play a vital role in safeguarding the future of fish. We are proud to be supporting the Turn the Tide campaign and this is just one of the ways we go the extra mile to remind our customers to always seek out a certified sustainable catch. This in turn protects the Great British dish we all know and love and ensure generations to come can still tuck in to generous helpings of fish & chips.”

George Clark, UK Commercial Manager for the MSC is looking forward the national campaign; "We’ve enlisted our 75 MSC certified chippies to help spread the word and encourage fish and chip fans to be ‘ocean heroes’ by always choosing MSC fish. The research results have shown that there’s overwhelming support from UK fish and chip customers for all chippies to serve sustainable fish. This campaign should encourage fans to vote with their feet and empower them to ‘Turn The Tide’ by choosing certified sustainable fish.”

The campaign runs 23 September – 3 October and further details can be found at

The survey was carried out by independent research company YouGov, on behalf of the MSC. Over 2,000 respondents across Great Britain took part in the research.

Choosing MSC labelled seafood from fisheries, suppliers and retailers guarantees sustainable, traceable methods and helps protect the life in our oceans for generations to come.

Fish Friers