Icelandic Fishing Methods get Support from British Supermarket Skip to content

Icelandic Fishing Methods get Support from British Supermarket

By Iceland Review

The self sustainable fishing methods used in Iceland now have an important supporter in the British supermarket chain Waitrose. According to, Waitrose announced Thursday that it will become the first supermarket to convert all its fresh and smoked cod and haddock to being line caught.

This latest move marks the completion of a seven year project for Waitrose, and is described by the company as “another giant step in the supermarket’s ethical approach to sourcing.” In 1999 the supermarket took the decision to stop selling North Sea cod and haddock due to concerns over declining stocks, and instead switched to sourcing from sustainable fisheries in Iceland. Now the retailer says it is building on this commitment even further through the completion of this switch in its sourcing methods.

Waitrose now stocks the largest range of line caught fish on the high street and already has plans to further increase this range later in the year. The highly selective fishing method uses baited hooks instead of trawled nets.

Waitrose says it has long been committed to increasing the sustainability of fish stocks, working in this area for over ten years. The supermarket was the first retailer to stop selling fresh, wild Atlantic salmon in 1996, and has since removed a variety of other fish from sale due to similar concerns over fishing methods or sustainability, the latest of these being orange roughy.

Recent years have also seen the supermarket stop selling marlin, wild Atlantic salmon, blue fin tuna, sturgeon products, shark, ling, dogfish, Chilean sea bass, Atlantic Halibut and some species of skate due to similar concerns.

Jeremy Langley, fish buyer at Waitrose, said: “Our customers are increasingly considering how their food is sourced – and they want the assurance that the fish on our counters is caught in the most responsible way possible.

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