Wiley’s Finest UK is collaborating with the Marine Stewardship Council (MSC) to promote Sustainable Seafood Week (20-27 September) and help communicate the importance of the blue MSC ecolabel.

The label identifies fish and seafood that have been wild-caught in a sustainable way and is only awarded to fisheries that meet the MSC’s requirements for sustainable seafood production.

As part of the initiative, Wiley’s is taking to social media to relate stories from the perspective of the fishers in the Bering Sea – where the brand’s wild Alaskan pollock is sourced.

“We are proud of the fact that when a customer chooses our high-quality products, they can be sure that the supplements they are purchasing are sustainable,” says Paul Farquhar, MD of Wiley’s Finest UK.

“Not only are we helping to promote sustainable fishing, we are protecting fishers’ livelihoods and fishing communities, ensuring there will be plenty of fish left in the sea and helping to keep healthy wild Alaskan fish available for future generations.”

Adds Loren Hiller, MSC UK & Ireland commercial manager: “It’s fantastic to see our retail and brand partners coming together this year for Sustainable Seafood Week. Supplements that use sustainably sourced seafood also play a vital part in ensuring we have fish stocks for future generations. With one third of the world’s fisheries overfished, it’s vital that seafood and supplement lovers choose the blue fish to ensure seafood for future generations. It’s really that simple.”