Sealord part of European sustainable seafood drive

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This years hoki season will net more than just profits for Sealord.

[sws_pullquote_right]Sealord is half owned by the Maori, through Aotearoa Fisheries Ltd [/sws_pullquote_right] Part of the companys annual catch will be sold through McDonalds restaurants in a new campaign set to maximise awareness and access to sustainable fish across Europe. Sealord will supply around 4% of the Marine Stewardship Council (MSC) certified fish served in McDonalds restaurants across Europe.

The MSC runs an ambitious program, working with partners to transform the world’s seafood markets and promote sustainable fishing practices.

Sealord hoki has had MSC certification since 2001* and millions of European consumers will now be aware that they are eating sustainable seafood, says Jason.

McDonalds has announced it will be introducing MSC products to restaurants across 39 European countries and all McDonalds Filet-O-Fish will be certified as sustainable.

Sealord has been supplying MSC certified hoki to McDonalds in Europe for more than a decade but this is the first time the products will carry the MSC logo on the packaging.

Awareness levels of the importance of sustainable fish such as hoki will be increased dramatically by this move. McDonalds sold more than 100 million Filet-o-Fish portions across Europe last year.

New Zealands global reputation as having some of the best managed fisheries in the world will benefit as a result of improved consumer knowledge, says Plato.

About Sealord

Sealord’s global net spans seven continents and they deliver $500 million worth of seafood to people in more than 30 countries each year. They employ around 1,100 people throughout New Zealand and over 400 staff off-shore.

Established in 1961, Sealord is half owned by the Maori, through Aotearoa Fisheries Ltd and half owned by leading Japanese fishing company Nissui.

* In 2001, New Zealand Hoki was the first large whitefish fishery to achieve Marine Stewardship Council (MSC) certification. The fishery was re-certified in 2007. The Marine Stewardship Council (MSC) is an international non-profit organisation set up to promote solutions to the problem of overfishing. http://www.msc.org/

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