The scheme has been launched throughout Asda stores with prawns produced by Cumbrian.

The BAP programme, from the Global Aquaculture Alliance (GAA), is an international certification system that verifies environmentally and socially responsible processes under which shrimp, fish and other seafood are produced.

Seafood facilities that participate in BAP certification apply standardized best management practices in every phase of their operations. Customers can have the confidence that their seafood has been responsibly produced, with care for the environment and the community in which it was produced, as well as food safety and traceability.

Peter Vassallo, founder and head of Cumbrian and the figure acknowledged by Seafish for his pioneering approach to sustainable seafood, said: 'We believe sustainability is not just about the how, where and when the fish is caught, it is also about the impact it has on the community, the eco-system and the environment.'

Huw Thomas, company head of Ethical and Sustainable Sourcing, said: 'To lead the market in terms of responsible and sustainable seafood sourcing has been a foundation of our business and we are proud to be working with Asda and GAA on this initiative. They reflect our own and Asda's commitment to supplying seafood from certified sustainable and responsible sources.'

In March this year Cumbrian Seafoods and Asda were the first in the UK to launch MSC accredited Atlantic cod and haddock.

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