Princes has announced an ambitious roadmap to source and sell 100% of its UK Princes branded canned tuna from Marine Stewardship Council (MSC) certified sustainable fisheries by the end of 2025. 

The roadmap includes three key milestones, which will see Princes increase MSC labelled tuna products to 25% by the end of 2023, 50% in 2024 and 100% by the end of 2025. 

Achieving the 100% milestone represents 75 million cans (11,000 tonnes) of MSC-certified tuna per year under the Princes brand – meaning the amount of certified sustainable tuna available in the UK will increase by five times, based on current volumes.

Source fisheries will include newly MSC certified fleets, in addition to the Group’s existing MSC certified suppliers. Princes has been supporting Fishery Improvement Projects (FIPs) for over five years, with many of these now maturing and meeting MSC standards.

Neil Bohannon, Group Director for Seafood at Princes, said: “As one of the UK’s largest tuna brands, we are committed to supporting the long-term sustainability of tuna stocks, and recognise the important role we have to play in advocating for continued improvements in fishing practices and positive change.

“That is why we committed to only purchasing tuna from fisheries that are MSC certified, engaged in a FIP (Fishery Improvement Project) working towards MSC certification, or from verified and well managed FAD Free or Pole and Line sources – achieving this longstanding ambition in 2021 – and now we’re going a step further.

“Our 100% MSC-certified sustainable sourcing goal is another ambitious target, but one that we are confident in reaching through continued investment and engagement with retailers, fisheries, NGOs and other industry players.”

MSC certification is the most globally recognised standard for seafood sustainability and demonstrates that a fishery meets international best practices for sustainable fishing. Fish and seafood from certified fisheries carry the blue MSC eco label, assuring customers that what they’re buying is sustainable.

However, while more global fisheries are achieving MSC certification, and global sales of MSC-labelled tuna hit over 100,000 tonnes for the first time last year, the volume of MSC-certified tuna products sold in the UK decreased by 12% against 2020 [MSC Tuna Shopper Report – 2021].