Young’s Seafood has today reminded consumers that the simplest way to be sure of choosing responsibly sourced fish is to look for the Young’s label.

Young’s - Britain’s biggest specialist fish producer with over 200 years history – has developed its ‘Fish for Life’ scheme to ensure all the fish it uses has been carefully sourced according to a rigorous responsible sourcing guidelines.

“Anyone confused about how to make a responsible seafood choice should look no further than Young’s,” said Yvonne Adam, marketing director. “Our award winning ‘Fish for Life’ approach is the bedrock of our brand and confirms that all our fish has been responsibly sourced according to rigorously applied standards.”

Young’s head of seafood sustainability, Mike Mitchell, adds, “As witnessed by the Marine Conservation Society’s list published today, there are a vast number of environmental issues facing concerned consumers when they try to buy fish responsibly. We aim to make things easier by doing all the difficult assessments for them through our ‘Fish for Life’ policy. It’s a simple way for us to show that all our fish has been responsibly sourced – both wild caught and farmed.”

The Young’s Fish for Life approach is underpinned by independently verified sourcing criteria called its ‘Ten Principles for Responsible Fish Procurement’. These cover key issues ranging from legality and the need for objective assessment of each fishery or fish farm through to ethics, environment and labelling – to provide shoppers with clear information.

Young’s is now internationally recognised as a leader in responsible seafood sourcing. It has won a number of awards for its approach, including this year a Business in the Community Big Tick and a Major Commendation in the Business Commitment to the Environment Awards.