At M&S, we’ve already had a sustainable fishing policy for 12 years and now we’re taking it even further, with our Forever Fish campaign. Over 90% of all the wild fish we sell comes from the most sustainable sources available to us, such as those certified by the Marine Stewardship Council, and we’re working with WWF to ensure that all our other fisheries will have the most sustainable practices in place too. Through partnerships with WWF and the Marine Conservation Society plus special education programmes, the plan is to take the lead in protecting our sea life and beaches.

Forever Fish has three main objectives:

• help to protect and save our precious sea life, oceans and beaches for future generations to enjoy
• encourage eating of lesser known and British fish species, without compromising on quality
• involving volunteers in cleaning our beaches, and teaching their children about fish

How will we do it?

• By donating all the profits from the sale of food carrier bags to WWF, MCS and an education programme to protect the marine environment
• selling great tasting, great quality lesser-known species
• asking volunteers to help clean beaches around the UK twice a year and record data on the types and amounts of litter found