Marks & Spencer (M&S) has launched an interactive map that shows customers where every type of fish or seafood it sells is either caught or farmed.
Described as the first website of its kind from any major UK retailer, corporate.marksandspencer.com/seafoodmap also includes information on the capture or farming method and sustainability details.
A total of 47 different species (covering every type that M&S sells, including fish or shellfish used as an ingredient in products such as sandwiches, salads and prepared meals) are plotted on the map, as well as 71 fisheries and 29 different sourcing countries.
For the UK, the map shows that M&S suppliers fish for 16 species in UK waters including herring, monkfish, plaice, lemon sole, haddock, brill, hake and mackerel. Four different fish are farmed in the UK: rainbow trout, salmon, blue mussels and rock oysters.
M&S marine biologist Hannah Macintyre said: “We know how much our customers care about responsible fishing. We wanted to share with them all the data we have on where our fish come from and how it is caught. Transparency is an important part of the trust that our customers and stakeholders put in us; that’s why we’ve published this smart tool which lays bare our whole fish supply chain, wherever it is in the world and however it is fished or farmed.”