Marks & Spencer today announces the launch of Forever Fish – a major new campaign to help customers and their children learn more about fish, clean our British beaches and protect UK marine life.
Over the next three years M&S will:
Marc Bolland, Chief Executive of Marks & Spencer, says: “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 launch in stores on 22nd June and will be funded by the profits from M&S’ 5p 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, says: “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.”
Samantha Fanshawe, Director of MCS, says: “Working with M&S offers a fantastic opportunity to engage their customers and staff in positive action to protect our seas, shores and wildlife. MCS aims to inspire over 50,000 customers to become champions of the sea, and take action to reduce litter on our beaches, choose sustainable seafood and learn more about the amazing wildlife around our coast.“
Dax Lovegrove, Head of Business and Industry Relations at WWF, says: “WWF is continually working to address the over-use of natural resources by championing best practice in the sourcing of goods and driving sustainable retailing. Our partnership with M&S makes a significant contribution to these endeavours. The company shows strong leadership on sourcing various resources including fish, which is important for the protection of fish stocks and their investment will be vital in helping us to address threats to endangered marine species.”
As part of the partnership with WWF and MCS, M&S is aiming to encourage at least 90 per cent of its customers to re-use carrier bags (from current levels of 80 per cent) and believes that carrier bag charging is the best way to further reduce usage.
Ends
Background notes

1. School of Fish
Forever Fish will improve fish and marine education for the next generation of fish enthusiasts and conservationists.
Working with National School Partnership, one of the UK’s leading education marketing services providers, M&S will create a School of Fish which will be an education programme for children aged between seven and 11 and their families. It will improve children’s knowledge of the fish and the sea, raise their awareness of fish protection and motivate them to choose fish as a healthy eating option.
The programme will have three elements:

2. Marine Conservation Society and beach clean
MCS is the UK’s leading charity dedicated to protecting our seas, shores and wildlife. Forever Fish will see M&S and MCS work together over the next three years to promote sustainable seafood, membership of the charity and its beach clean and Sea Champion activities to M&S’ 21 million customers and 78,000 employees.
The carrier bag charge will fund a £1.2 million donation to MCS over three years which will enable the charity to significantly increase its membership base and add a second spring beach clean to its list of annual events. Currently MCS runs beach clean in the autumn – where approximately 5,000 volunteers help clean 400 UK beaches and coastline areas. Forever Fish’s support will add a Spring beach clean.
3. WWF
M&S and WWF already partner on Plan A projects that tackle issues such as more sustainable palm oil production, better cotton farming and sustainable wild and farmed fish. The charity has a significant marine programme and is a natural partner for M&S for its Forever Fish campaign.
Examples of M&S’ work with WWF:

4. Food carrier bag charge
All the profit (1.5p per bag and circa £1 million a year) from the 5p food carrier bag will go to funding Forever Fish. 40 per cent of the money will go to MCS, 40 per cent to WWF and 20 per cent will fund the School of Fish programme.
The charge was introduced three years ago and has since reduced bag usage in M&S food halls by over 80 per cent (464 million a year down to 94 million). The profits (over £4 million) have been donated to environment charity Groundwork which has helped create over 100 ‘Greener Living Spaces’ that have transformed local communities, regenerated unused spaces and made communities safer and more attractive places to live.
M&S will continue to work with Groundwork on other projects.
5. M&S sustainable fish policy
M&S has had a sustainable fish policy in place for over a decade. 90 per cent of the wild fish sold at M&S is Marine Stewardship Council (MSC) certified, undergoing MSC certification or from fisheries where sustainable practices are applied. This is the leading position in world retail and Plan A commits M&S to increasing this figure to 100 per cent by 2012.
6. Plan A
Plan A is Marks & Spencer’s eco and ethical programme which aims to make M&S the world’s most sustainable major retailer by 2015. Launched in 2007 and extended in March 2010, it takes a holistic approach to sustainability focusing on involving customers, involving all areas of the business and tackling issues such as climate change, waste, raw materials, health and being a fair partner.
Further information –
Marks & Spencer: Daniel Himsworth, 0208 718 1618
[email protected]
Marks & Spencer: Liz Treversh, 0208 718 4526
[email protected]
WWF: George Smeeton, 01483 412388
[email protected]
Marine Conservation Society: Richard Harrington, 01989 561585
[email protected]

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