Good Fish Guide for Business: a new tool helping to source sustainable seafood

2 minute read

Evie Martin, Media Relations Manager

18 Nov 2021

We’ve launched a brand-new tool to help businesses source more sustainable seafood for their customers.

The Good Fish Guide for Business is a new online portal that allows businesses, chefs, or anyone working in the seafood supply chain, to find out which fish or shellfish are the most environmentally responsible choice.

With 39% of people who buy seafood referencing ‘familiarity’ as an important consideration to buying seafood in a supermarket, chefs and businesses have a huge opportunity to introduce exciting sustainable seafood species to their consumers.

Businesses can now log into a portal and save their seafood, generating a chart outlining how environmentally responsible their sourcing is, based on the Good Fish Guide’s traffic light system.

This information can be downloaded for an easy-to-use snapshot of where businesses are in their journey to responsible sourcing, and help them to work on improvements with their suppliers.

The Guide also suggests Sustainable Alternatives, allowing chefs and businesses to see similar species that have better environmental credentials.

Implementing a comprehensive sustainable sourcing policy brings kudos and authenticity to your business. Communicating it allows your business to practice transparency, building trust.

Tom Hunt, eco-chef, food writer and sustainability consultant who has used the Good Fish Guide for his business over the past 10 years
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Tom Hunt

A recent survey carried out by YouGov found that 43% of people believe sustainability is an important consideration when buying seafood.

87% of those surveyed want better information so they can be confident that they are not buying unsustainable fish or seafood, which is where our business portal comes in.

We hope that businesses will drive the demand for sustainable seafood. This will help to relieve pressure on those species that are red rated, such as eel and wild Atlantic halibut which, despite being as endangered as the Bengal tiger, are still finding their way onto our menus.

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Good Fish Guide for Business

We launched the Good Fish Guide for Business with a webinar outlining how the tool works. It delved into our research, covering consumer attitudes to seafood sustainability, barriers and trends.

We’re already working with businesses including Morrisons, Selfridges and Abel & Cole, as well as many smaller businesses, to improve the environmental credentials of their seafood but we are hoping to encourage many more to join the journey.

Good Fish Guide for Business

Register now