Simpsons in Stroud, Gloucestershire, has become the 100th chippy in the UK to achieve Marine Stewardship Council (MSC) certification.
The takeaway can now use the MSC ‘blue fish’ label on its cod and haddock, assuring customers that it has been caught using sustainable methods and that it can be traced back to the fishermen who caught it.
Simpsons was the first business in Gloucestershire to introduce MSC certified fish when its Cheltenham takeaway gained certification in 2014.
Commenting on the certification, James Ritchie, who owns the business with wife Bonny, said: “It makes a considerable difference to us. Many people say they source sustainably but being able to prove this to your customers and promote the widely recognised ecolabel is a huge advantage.
“Stroud is well known for being an eco-friendly town and many customers quiz us on our menu items. People will now trust that we know where our fish has come from and in a time where the news is full of food-based scandals.”
Across the UK from Shetland to Penzance, the number of MSC certified UK fish and chip shops has grown 30% on last year.
YouGov Research with fish and chip shop customers has shown very positive support for sustainable fish - with four in five fish and chip fans believing that chippies should serve certified sustainable fish.
Congratulating Simpsons, George Clark, senior commercial manager at the MSC, said: “It’s such a huge milestone that there are now 100 fish and chip shops who care so much about the provenance of their fish to invest in getting MSC certified. It shows how far and fast the industry is moving forward and we are so proud to be able to celebrate this.”