CorpComms Magazine

Marks & Spencer and the Co-operative have come top in a recent survey by The Marine Conservation Society (MCS), which calls itself the benchmark for seafood sustainability for British supermarkets.

The '2011 Marine Conservation Society Supermarket Seafood Survey' assessed four key areas, including policy, seafood sales, labelling and consumer information, and sustainability initiatives.

The Co-operative received a score of 84 per cent and was praised for its clear labelling. It received a commendation for the 'Best Sustainability Initiative', however the MCS said that the company could improve on its farmed fish policy.

Marks & Spencer also scored 84 per cent, receiving the highest praise for its sustainable fishing policy, which covers in-store, farmed and wild seafood. But despite achieving the same score as the Co-operative, its labelling efforts needed improvement, said the MCS. Its sustainability research and campaigns also garnered high praise.

Sainsbury's (74 per cent) and Waitrose (72 per cent) came in joint second position, achieving a silver award. A bronze award was not issued as the judges did not deem any of the other supermarkets as worthy candidates.

Sainsbury's was praised for its strong overall performance, in particular for its 'Farmed Fish Policy' for which it received a commendation. The MCS said that they would like to see improved labelling and also to see a 'zero fish to avoid' policy in-store, which means that only sustainable fish will be available to purchase.

Waitrose did not achieve high marks for its labelling and engagement in sustainability initiatives, and was marked down for its policy that only covers own brand seafood. But it was marked highly for its 'zero fish to avoid' policy and received a commendation for the 'Best Wild Seafood Policy'.

Tesco (64 per cent), Iceland (58 per cent), Morrisons (66 per cent) and regional supermarket Booths (49 per cent) received no awards, however Morrisons received a commendation for 'Best Labelling', and Booths for 'Most Potential'.

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