The MSC certified Shetland scallop and brown crab fishery will feature in a nationwide TV ad for the MSC UK for Sustainable Seafood Week
The MSC certified Shetland scallop and brown crab fishery and its fishermen will feature in a nationwide TV ad for the Marine Stewardship Council UK as part of its annual Sustainable Seafood Week campaign.
The ad will air on channels Channel 5, Food Network, Sky Arts, Discovery, Nat Geo, Sky Nature, Wild and Animal Planet from September 20.
Now in its third year, Sustainable Seafood Week (September 16 to 23) is a nationwide movement towards sustainable fish and seafood, involving retailers and brands like Waitrose, Aldi, Lidl, Wholefoods and Youngs.
Whalsay scallop fisherman George Andrew Williamson, 54, who features in the ad, said: “It’s such a small community here, that scallop fishing keeps everything going. If we can get it sustainable, we actually have a future. The seafood industry is everything here.”
Run by the Shetland Shellfish Management Organisation (SSMO), the Shetland scallop and brown crab fishery gained MSC certification in 2012 and is celebrating its 10-year anniversary of an outstanding commitment to sustainability.
The fishery manages its own inshore shellfish fisheries out to a six-mile limit through a Regulating Order. The brown crab fishery is the only one certified as sustainable in the world, so Shetland is leading the way in best practice fisheries management.
Chef, environmentalist, and new MSC UK Ambassador James Strawbridge, who visited Shetland ahead of the campaign, cooked sustainable seafood suppers on Whalsay Island and West Burrafirth, using scallops and crab from the fishery. These suppers will be shown across the MSC UK’s digital channels from September 20.
“As a chef, there is nothing more important when cooking my food than choosing ingredients that make a positive impact on the environment and taste good. Knowing this seafood was sourced from local, certified sustainable fisheries that support rural, hardworking communities is a real plus. It’s brilliant to be able to cook great food and reduce your ocean impact all at once.”
Katie Keay, senior fisheries outreach manager at the MSC, said:
“It’s fantastic to see the Shetland scallop and brown crab fishery being highlighted in this year’s Sustainable Seafood Week, as it marks 10 years of certification. The fishery works really hard to ensure that scallop and crab stocks continue to thrive, and environmental conditions are met. I hope consumers are inspired to look out for the blue MSC ecolabel in supermarkets to support these small fishing communities.”
Source Press Release