Iceland Foods has boldly expanded its range of Aquaculture Stewardship Council (ASC) labelled seafood, marking a significant step in its ongoing commitment to responsible aquaculture. The retailer's recent initiatives are designed not only to broaden the selection of sustainably farmed seafood available to customers but also to raise awareness around the importance of responsible sourcing practices.

Currently, Iceland Foods offers eight own-label ASC-certified seafood products, with a plan to increase this number to over 25 by the end of 2026. As part of this commitment, all own-label whole prawn products will also carry the ASC certification, providing clear and trustworthy options for consumers who prioritize sustainable choices in their diets. The ASC sets stringent standards aimed at fostering environmentally and socially responsible farming practices, ensuring that consumers can trace the origins of their seafood products with ease.

Richard Walker, Executive Chairman at Iceland Foods, articulated the retailer's vision: “We know our customers care deeply about where their food comes from, and by expanding our ASC-certified range, we’re making it easier than ever for people to make informed, sustainable choices without compromising on quality or taste.” This initiative not only highlights Iceland’s dedication to sustainability but also seeks to set a benchmark for the broader industry, underscoring the importance of ethical practices in food sourcing.

In line with these initiatives, Iceland Foods recently reported a 15% increase in sales for three of its seafood ready meals that have been relaunched with dual certifications from both the Marine Stewardship Council (MSC) and the ASC. This promotion coincided with Sustainable Seafood September, a campaign aimed at encouraging sustainable consumption of seafood. The fact that these ready meals are the only ones in the UK to carry both ecolabels serves as a testament to Iceland’s proactive stance in promoting sustainability through consumer-friendly products.

The retailer has not only strived to expand its ASC-certified offerings but has also excelled in its overall sustainable sourcing of seafood. According to the Marine Stewardship Council's latest report, Iceland Foods ranks as the leading UK supermarket for sustainable own-brand seafood, with a remarkable 76% of its seafood products MSC certified. This accolade speaks volumes about Iceland's commitment to providing customers with responsibly sourced options while reducing the environmental impact of seafood farming.

Iceland's proactive approach extends beyond product offerings; the company adheres to five guiding principles for seafood sourcing, which include traceability and transparency. These commitments are foundational in protecting ocean ecosystems, with plans to enhance the sustainability of its seafood range further as customer awareness and demand for responsible sourcing continue to grow.

Such efforts have not gone unnoticed, as Iceland Foods has received accolades such as 'Silver Supermarket of the Year' at the MSC Annual Awards, reinforcing its status as an industry leader in sustainable seafood practices. As the retailer embarks on this ambitious expansion of its ASC-certified seafood range, it is not just catering to a growing consumer base that values sustainability but also plays a pivotal role in shaping the future of aquaculture in the UK.

In summary, Iceland Foods’ commitment to responsible aquaculture through the expansion of ASC-certified seafood products is a response to both consumer demand and an ethical obligation to the environment. With plans to increase its offerings significantly, coupled with a strong track record of sustainable sourcing, Iceland is poised to set a standard that other retailers may well follow, ultimately benefitting the oceans and consumers alike.