Journalist Rosie Boycott, chairwoman of London Food has challenged the city's ten million citizens and businesses to take up the challenge.

She said: "Taking a sustainable approach to fish is critical to the food security of our city. It is shocking to think that within our lifetimes, we could lose some of our favourite species from the seas forever. Everyone who buys food in London, whether as a consumer or a food business, can help secure a sustainable fish future.”

London has already taken the first steps to towards its Fish City goal. In 2009, the London 2012 Olympic & Paralympics Games committed to using only sustainable fish in catering for the Games. Following the Olympic lead, the Greater London Authority  announced recently it would adopt the London 2012 food standards, including a commitment to sustainable fish.

This will result in sustainable fish being served to London’s police, transport workers, the fire brigade and council staff. It is now working on persuading stores, fish suppliers, restaurants, caterers, schools, universities and even tourist attractions to do the same and placate the concerns of a growing cluster of consumers.

Signing the Sustainable Fish City pledge entails vowing to make efforts to purchase sustainable seafood, help protect marine habitats and fish populations and push for favourable fishing livelihoods.

Jon Walker, coordinator of the Sustainable Fish City campaign, said: " Londoners spend over £1 billion on fish every year which, say the Fish City organisers  is a vital opportunity to invest in sustainable fishing practices and support those fishermen who are doing their best to protect precious fish and ocean environments,”

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