There’s a whole world of seafood out there to enjoy and we're working to make sure it stays that way.
We talk responsible fishing and discover a recipe
that's catch of the day with M&S fisheries manager
Q: What is the M&S Forever Fish campaign and what has it achieved so far?
A: Forever Fish has been running for over three years, spurring some great initiatives.
Our aim is to encourage everyone to eat high-quality, responsibly sourced fish, as
well as give something back to the seas we fish from. It started with the donation of
profts from our 5p food bags to a fish fund that so far has raised £4.1 million. We’ve
also involved the wider community by teaming up with the MCS for its beach-cleaning
events, and provided schools with learning materials via our School of Fish initiative.
This featured events such as the Big Fish Debate and exciting field trips, from
cookery classes to taking part in fishing for sardines.
Q: Tuna is a popular fish. How does M&S source it responsibly?
A: First of all, we make sure we understand the fisheries we work with – how they’re
managed and how and where the tuna is caught. Our yellowfin tuna comes from
artisanal handline fisheries as well as larger longline fisheries. Our canned skipjack
tuna is caught using pole and line methods, which are very selective and have
minimal impact on the surrounding habitat. We visit the fisheries often and engage in
projects to improve management practices, ensuring their long-term viability.
Our responsibly sourced, meaty textured yellowfin tuna
steaks are delicious simply pan fried.
Responsibly sourced, succulent bone-in Scottish Lochmuir salmon from the cold clear waters of Scotland.
Q: What can we do to help support sustainable fishing?
A: Always read the label to see where your fish has come from and how it was
caught. Shop in places you trust, and look for the MSC (Marine Stewardship Council)
logo on packs for assurance that the fish is from a sustainable fishery. Also, try
swapping your regular fish for a different option. If you like cod, try hake. It’s a lovely
white fish with a flaky texture, and M&S hake is certifed by the MSC. Trout is a good
swap for salmon. It cooks in the same way and is an oily fish, so you’re still getting the
health benefits. You’ll also find new varieties in store, including fresh smoked
mackerel – delicious brushed with teriyaki sauce and pan-fried. Turbot is great for
special occasions, and we now have wild Madagascan shrimp – a real treat.