Even London's pets can take part in Sustainable Fish City. In March 2010, Mars Petcare - the largest petcare business in Europe - announced a commitment to "using only sustainably sourced fish across our entire petcare portfolio by 2020". The commitment was developed with the support of the Marine Stewardship Council, which runs an ecolabelling and certification programme for sustainable seafood.
By the beginning of 2011, the MSC logo had started to appear on-pack across a selection of fish-based products in the Sheba and Whiskas ranges. For those products carrying the logo, 100% of the fish content is from demonstrably sustainable sources. This will be followed by further steps over the coming years to make progress towards meeting the company's global commitment.
In an interview for the Sustainable Fish City campaign, Snowdrop the Cat (pictured above) said, "That's purr-fect!"
Mars Petcare has announced an important milestone in its ongoing sustainability journey, with the introduction of Marine Stewardship Council (MSC) certified pet food products in UK stores. Selected packs from Mars Petcare’s Sheba and Whiskas lines are now MSC-certified and available in-store, offering consumers a choice of more sustainable pet food products for the very first time.
This is the latest milestone in the Mars Petcare sustainability journey. In April last year, Mars Petcare, the world’s largest petcare business, committed to using only sustainably sourced fish by 2020. Mars has worked with World Wide Fund (WWF) to develop its fish sustainability commitment. The company aims to achieve the following milestones, across its entire petcare portfolio:
Mars Petcare believes that it can have a positive impact on the protection of the world’s oceans and act as a catalyst for the market by working with sustainability organisations such as WWF and the MSC in Europe. Today’s announcement is the latest milestone is this long term journey towards sustainability.
Toby Middleton, MSC UK Manager said: “For consumers, making the best environmental choice can be tricky – especially when you are trying to apply the same ethical values to all aspects of your weekly shop. Making sustainable seafood choices can be a particular challenge, whether you are looking for sustainable haddock for the family or cat food for the family pet. By sourcing MSC certified fish and using the MSC ecolabel in these new ranges, Mars Petcare has made it simple for cat owners to shop with confidence and to reward sustainable fishing practice – even when buying for pets.”
Sustainable Fish City is a Sustain campaign