News 
Sea Change Needed on Sustainable Fishing to Avoid "World Without Fish" Research Reveals
2 June 2009
72% are unaware that some fish are as close to extinction as the white rhino (1).
Half our cod could be illegal (2), but 84% of Scots admit they don’t even try to buy fish from a sustainable source
However 68% are more likely to make sustainable choices when given the facts
Waitrose is calling on consumers to ask where their fish comes from after new research has revealed that over 70% of us don’t know about the shocking state of our seas.
Waitrose is releasing the findings to support next week’s nationwide premiere of new film ‘The End of the Line’ on World Oceans Day (June 8th).
Half the cod on our plates could be illegally caught - fished outside of quotas put in place to protect future supplies. When made aware of facts such as this, 70% of people are more likely to make sustainable choices. But over three quarters of Scots (84% compared to national average of 78%) admit that they currently don’t attempt to buy sustainable seafood at all.
Brits have a long-term love affair with cod, and it has been our most popular white fish for generations (3). But with that love-affair comes a black market, threatening our future stocks.
The YouGov survey of 2,000 UK adults - commissioned by Waitrose - reveals widespread ignorance of the issues around sustainable fishing, with 72% of Brits unaware that species including blue fin tuna are as close to extinction as the white rhino.
Over half (52%) are unaware that fish stocks could be wiped out completely within this century if we continue as we are. And almost two thirds (63%) are unaware of the damaging effect beam trawling can have on the marine environment.
However, the research also reveals that consumers do want to shop ethically. When told just a little about the issues involved, 70% say they are more likely to seek out sustainable seafood.
Most Scots questioned want restaurants (88%) and supermarkets (90%) to buy their fish from sustainable sources. And over half said they would be prepared to pay a little more for seafood if it is sustainably sourced (54%).
Waitrose is releasing the findings to support next week’s nationwide premiere of new film ‘The End of the Line’ on World Oceans Day (June 8th).
The film, based on the book by former Telegraph Environment Editor Charles Clover, promises to be ‘An Inconvenient Truth’ for the Oceans, drawing much-needed attention to the issue of sustainable fishing.
The plight of the world’s fish stocks has been described by the film’s makers as “the greatest environmental disaster that people haven’t heard about (4)”. Some scientists warn that seafood resources could face total collapse by 2048 if we continue as we are, taking fish off the menu for good and having a devastating impact on the environment.
Support from Waitrose for the film's UK release follows a long-term commitment by the retailer to drive sustainability. Since launching its responsible fishing policy 12 years ago, Waitrose been taking wide-scale steps, ensuring all its fish are from sustainable sources and are caught using responsible methods. This includes a complete ban on many species under threat, and on damaging fishing methods such as beam trawling.
Waitrose Managing Director Mark Price said: “The booming human population could wipe out fish stocks within this century if we don't act now. This is an environmental disaster, and it will have a real and tangible impact on us all - as consumers, retailers, chefs, or fishermen.
“Given the facts, 70% of people want to buy sustainable fish - so it is our responsibility to make that possible. We're supporting The End of the Line as it essential this issue is brought to the fore. We want everyone to ask where their fish is coming from - to make sure we’re not stealing fish from future generations.”
Mark Lazarowicz MP for Edinburgh North and Leith said:
"‘End of the Line’ presents a shocking picture of the way that illegal and overfishing are threatening the future of fish stocks.
"I welcome Waitrose’s support for sustainable fishing. But it is not just an issue for retailers. Governments must protect key breeding grounds and the fishing industry has to realise that conservation is in its own long-term interests.
"We all need to be more aware of where the fish we eat comes from and how it is caught. That means choosing fish from well-stocked waters and shunning species under threat.
"Unless we act now there won’t be a future for either fishing or fish."
Waitrose is encouraging people to find out more about the issues and get involved at: www.worldwithoutfish.com
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For further information or photographs please contact:
Giselle Dye or Shaheena Abbas at Pagoda PR on 0131 556 0770 or mob 07739 085023 e: Giselle.dye@pagodapr.com or Shaheena.abbas@pagodapr.com
Or
Lisa Malyon, Katy Bolt or Sarah-Jane Arney on 020 7260 2700 or firstname.lastname@bluerubicon.com
Notes to Editors:
The End of the Line premieres in UK cinemas nationwide on June 8th - World Oceans Day. Cinemas and ticket details at www.endoftheline.com
All of Waitrose fish is from sustainable wild sources or, if farmed, from responsible farming systems. For Waitrose, this means it must meet the following criteria:
(1) Be a species that is not regarded as threatened or endangered;
(2) Be caught from a well managed fishery with scientifically based quotas;
(3) Be caught using responsible fishing methods;
(4) Be fully traceable from catch to consumer.
Waitrose believes that great fish should be enjoyed without guilt, the reason why all its fish are responsibly sourced. Its focus on providing the best quality seafood means that it sells over twice as much fish as it should for its size*.*Waitrose has 10% of the British grocery market in fish, compared to an overall grocery market share of around 4 %.
