Sustainable fish finger to hit market

Birds Eye has announced that it is to launch a fish finger made entirely from sustainable fish in an attempt to increase focus on sustainability. The new fish finger which will be available from September is made from Alaskan pollock fillets sourced from an MSC (Marine Stewardship Council) certified fishery and is the latest initiative in Birds Eye's sustainability programme. Birds Eye is seeking to shift consumer preference away from cod a much loved but scarce resource to less well known sustainable sources. The launch of its sustainable fish finger shouldl result in a 4000 tonne reduction in its yearly cod catch; the equivalent of over two million fish.