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Case Study - Young's Seafood

Silver Award Winner of 2011 Community Partnership Awards: Environmental Consumer.

Young's Chip Shop Mackerel Fish for Life Initiative

Young's Seafood Limited's entry highlighted the importance of bringing under-utilised and sustainable fish species to public attention.

Young's is a previous CPA award winner for its Fish for Life procurement initiative, and the next step of the programme has seen the launch of a limited edition mackerel product into its 'Chip Shop' range. A sustainably sourced mackerel product had been under discussion and development at Young's for some time, and its launch was timed to coincide with celebrity chef Hugh Fearnley-Whittingstall's Fish Fight campaign.

The mackerel in the product is sourced from a longstanding Scottish supplier to Young's, from the Marine Stewardship Council (MSC) certified Northeast Atlantic and North Sea mackerel fishery. This mackerel is caught using a selective pelagic trawl method which minimises discards as few 'non-target' fish are caught, and the mid-water fishing method causes no damage to the sea bed.

The vessels in the fleet also use modern technology that allows the average size of the fish in each trawl to be gauged by weight before trawling, thus avoiding collecting smaller juveniles.

More Information

View all the winning Community Partnership Awards case studies (2011)