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MARKS & Spencer today launched Forever Fish – a major new campaign throughout its stores to help customers and their children learn more about fish, clean up British beaches and protect UK marine life.
Over the next three years M&S will set-up and run School of Fish, an education programme to inspire 400,000 primary school pupils to learn more about protecting the future of fish and encourage as many of its 21 million customers and 78,000 employees as possible to help the Marine Conservation Society (MCS) clean more than 400 British beaches, twice a year.
It also plans to invest more than £1 million in WWF projects that help manage UK fish stocks better, such as cod, and protect important species like dolphins and turtles and help customers make healthy and more sustainable choices by promoting more high quality, sustainably-sourced fish and introducing lesser known and more plentiful species such as Dab and Flounder.
Marc Bolland, chief executive of Marks & Spencer, said: “We will work together with our customers, our people and their children to promote a healthy future for our beaches, seas and fish. Forever Fish involves schools, charities, fishermen and fisheries so that we can all enjoy cleaner beaches, more sustainable fishing and healthy fish.”
Forever Fish will be funded by the profits from M&S' 5pence food carrier bag charge. A new carrier bag design will be launched to coincide with the change and a Forever Fish product stamp will highlight fish products right across food halls, not only in fresh fish but in ready meals, Food To Go and frozen products.
The campaign will be backed by a major print and online marketing push, including new web pages – www.marksandspencer.com/foreverfish. In-store advertising will carry product and environmental information, advice and recipes.
Paul Willgoss, head of food technology at Marks & Spencer, said: “Already 90 per cent of the wild fish we sell is in line with our Plan A commitment, but certifying fish stocks is not the full story. We are working with our customers in support of the UK fishing industry so that the next generation understands the importance of healthy oceans and can enjoy sustainably sourced fish.”
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