We always source responsibly

We are proud of being transparent about where and how we source our fish, protecting future supplies by working with those who share our sense of responsibility for marine resources, habitats, and ecosystems.


Our Captain's Fish Finder makes it easy for you to find out where the fish in your pack comes from, providing reassurance that our products are fully sustainable.


We became a founding member of the Marine Stewardship Council (MSC) in 1997.

The Marine Stewardship Council (MSC) is an independent non-profit organization which sets the industry standard for sustainable fishing.

Today, we’re proud that 100% of the wild fish Birds Eye UK source is MSC certified. 

Birds Eye sells more MSC certified fish and seafood in the UK than any other frozen brand, and our goal is to help make nutritious and sustainable food choices by increasing availability of sustainably sourced Fish. 

Products that carry the MSC ecolabel have been independently certified by a third party to ensure they’ve reached the MSC’s strict scientific standard for sustainable fishing practices and that the fishery is well-managed. This means you can enjoy the seafood you love while helping ensure there are fish forever.

Supporting MSC certified products also means you’re incentivising other fisheries to make sustainable changes that has a direct impact both above and below the water.



To reduce the pressure on wild fish stocks, responsibly sourced farmed aquaculture will have to play an increasing role within the wider fish industry and our business. 

With an increasing population to feed and limited wild fish stocks, the only way to support healthy diets with sustainable fish in the future is by introducing new species and leveraging responsible aquaculture. 

Like the MSC, the Aquaculture Stewardship Council is an independent, international, non-profit organisation that manages the world’s leading certification programme for responsible aquaculture. 

We’re proud that 100% of the farmed fish Birds Eye UK source is ASC certified.



Learn more

When you choose our fish, you choose fish that’s good all round. Find out about the other ways we are ensuring that future generations can enjoy fish too.