Since the development of modern technology in the fishing industry in the 1950s, there has been a significant impact on the marine environment and over-fishing has depleted stocks of many species. Irresponsible fishing practices can also harm other sea life and habitats and waste millions of tonnes of non-target fish each year. Fish farming (aquaculture) is a relatively young and evolving industry. Although it continues to bring many positive sustainability benefits, and is now responsible for more than 50% of all seafood produced for human consumption, aquaculture has also impacted coastal habitats, lakes and rivers through, amongst other things, disease management, excessive waste, unsustainable aquafeed, and mangrove clearance. 

This helps safeguard our supply chains and aquatic ecosystems, as well as livelihoods in coastal communities. We only work with fisheries and farms that meet our M&S Seafood Sourcing Standard for Wild-Caught, Farmed Fish & Shellfish, which covers all fish and shellfish found in M&S products – be it fresh, frozen, canned or within our meals. All of the salmon and trout we sell is responsibly sourced and Scottish.100% of our salmon and trout is certified to RSPCA Assured standards.

We source 31 wild-caught species ranging from Atlantic cod, haddock, plaice and lemon sole to Orkney crab and cold-water prawns, and 12 farmed species (Atlantic salmon, rainbow trout, seabass, seabream, halibut, pangasius,  blue mussels, Chilean mussels, black tiger shrimp, white leg shrimp, oysters and scallops)

We are committed to providing a high level of transparency about our fish and seafood policies and the sustainability status of the species we sell. M&S was the first UK retailer to report our seafood sourcing since the launch of the Forever Fish campaign in 2012 and we are the first retailer to disclose the information of our primary suppliers. We communicate to our customers and the public via a number of channels including this website, in-store décor and on pack messages. In 2023/24, 94% of wild-caught fish and shellfish sourced for M&S products came from either a Global Sustainable Seafood Initiative (GSSI) recognised third-party certified source, or engaged in improvement actions, with the remaining 0.6% working with WWF towards improvement. 100% of farmed fish and shellfish sourced for M&S products came from third party certified sources.

We use our Forever Fish logo on pack to communicate to our customers that we source all fish and shellfish responsibly. When assessing a fishery or farm we go beyond certification in our assessments and take a seascape approach considering multiple factors to make sure we can be confident we are sourcing responsibly.

As well as supporting larger fisheries and third-party certification schemes, we actively support small scale and artisanal fisheries and the communities relying on them to develop their fisheries and get recognition for their good practice. This is an area we will be more actively supporting in the future through some of our supply base.

To develop our approach to sourcing fish and seafood more responsibly, we’ve worked with many partners, including WWF, the Marine Conservation Society, the Marine Stewardship Council, Sustainable Fisheries Partnership, International Pole and Line Foundation, Scottish Aquaculture Research Forum (SARF)MarinTrust, Greenpeace, Blue Marine Foundation, International Pole and Line Foundation and FAI Farms, as well as industry experts and scientists. Operationally, we’re supported by suppliers and expert organisations such as WWF, RSPCA, and specialist independent audit companies to implement our policies.

We have been working with WWF since 2004. We work closely with WWF on various initiatives to promote sustainable seafood. In January 2010, we became the first UK company to sign up to the WWF Seafood Charter, and in 2021 we joined WWF's Retailers Commitment to Nature with a pledge to halve the environmental impact of the average UK grocery shop according to WWF's basket metric - which includes seafood. Through our partnership M&S and WWF work to advocate the Seascape Approach for all supply chains, and to take a leadership role in bringing improvements to fisheries and aquaculture operations globally. 

We are also a founding member of multiple sustainable fishing organisations including the Sustainable Seafood Coalition, a cross-industry group in the UK, using our influence as seafood businesses to tackle seafood sustainability issues since 2012 – and the Global Sustainable Seafood InitiativeGlobal Tuna Alliance InitiativeNorth Atlantic Pelagic Advocacy Group and are members of the International Pole and Line Foundation and the Seafood Ethics Action (SEA) Alliance. 

We are united in a vision for sustainable seafood and have pledged to work together to achieve this.

We sit on the Board of Trustees for Fisheries Innovation Scotland and are active participants in a number of Fisheries Improvement Projects including Orkney crab, Moroccan sardines, Moroccan anchovies, Canadian cod, Indonesian skipjack x2, Project UK monkfish, Project UK lemon sole, Project UK nephrops,  NAPA mackerel, SA albacore tuna.

Endangered Species
Human Rights at Sea
WWF Annual Assessment
Traceability
Supplier Partner Compliance
Animal Welfare Standards
Aquafeeds