Person with fisher net

Fish & Seafood

Our Approach

Fish stocks around the world are under increasing strain from overfishing. We are committed to the principles of responsibility and sustainability in the sourcing of our own label fish. We have set ourselves the goal of continuously increasing the share of responsibly sourced products in our fish and seafood range. Our goal is to eliminate overfishing, bycatch and ecosystem damage in our fish and seafood supply chains by 2030.

Our Actions

Transparency & Traceability

We attach great importance to sustainable production conditions in the manufacturing of food and non-food products. Supply chain transparency is the foundation for all our sustainability measures. Without the knowledge where our products come from, we cannot ensure compliance with our requirements, analyse risks, monitor or implement projects. We work with our business partners to increase the transparency of our supply chains so that we have a better understanding of the origins of the products we sell and the raw materials we use in our products.

In 2021, we published the names and addresses of our direct business partners (tier 1 suppliers) for fish & seafood.

As a partner to the Global Dialogue on Seafood Traceability we require our business partners to provide information on the entire value chain of their seafood products, e.g., on catchment area, fishing methods, fishery improvement project (FIP) or aquaculture improvement project (AIP) participation, and other information to support responsible sourcing and continuous improvement.

Certification and Standards

We want to provide our customers the highest quality at the best possible price. To do this, we use systems with proven reliability and suitability for market-wide implementation. The use of independent certification schemes when buying fish is one example. By using these certifications, we can ensure that products in our fish and seafood range are sourced in an environmentally friendly and social manner.

Our minimum criteria for the responsible sourcing of fish:

  1. Certification in accordance with one of our recognised standards
    1. Marine Stewardship Council (MSC)
    2. Aquaculture Stewardship Council (ASC)
    3. Organic
    4. GlobalG.A.P.
    5. Best Aquaculture Practices (BAP) with minimum 2 stars
    6. Global Sustainable Seafood Initiative (GSSI) recognised standards
  2. World Wide Fund for Nature (WWF) or Sustainable Fisheries Partnership (SFP) rating, shows a low or medium risk
  3. The raw material originates from a fishery participating in a Fishery Improvement Project (FIP), registered on fisheryprogress.org, or Aquaculture Improvement Project (AIP), with proven progress.
  4. Additional tuna criteria: the business partner is a member of the International Seafood Sustainability Foundation (ISSF) or the fishing vessel is registered within the Proactive Vessel Register (PVR).

Additionally to our criteria for responsible sourcing highlighted above, some of our national organisations have even more ambitious targets that they will aim to reach following a step-wise approach.

Supply Chain

Stakeholder Dialogue & Capacity Building

We believe the best way to protect the people and the planet is through joint initiatives and partnerships. For this reason, we engage in various multi-stakeholder initiatives and projects on the ground.

Our CR Performance

Our Goal: We will eliminate overfishing, bycatch and ecosystem damage in our fish and seafood supply chains by 2030.

The goal will be achieved by engaging with our suppliers and taking the following steps:

  • Products will be either discontinued or moved to responsible sources. For this purpose, improvement plans with relevant suppliers have already been set up.
  • Three long term improvement plans have been put in place to achieve MSC certification for relevant herring, mackerel and zander products.

Sustainable Development Goals

8 Decent work and economic growth 10 Reduced inequalities 12 Responsible consumption and production 14 Life below water 17 Partnerships for the goals


Human Rights

Principle 1

Support and respect the protection of human rights

Principle 2

Not complicit in human rights abuses


Principle 3

Uphold freedom of association and recognition of right to collective bargaining

Principle 4

Elimination of forced and compulsory labour

Principle 5

Abolition of child labour

Principle 6

Elimination of discrimination in respect of employment and occupation


Principle 7

Precautionary approach to environmental challenges

Principle 8

Promote environmental responsibility

GRI references

GRI 103: Management approach 2016

Global Reporting Initiative 103-1 Global Reporting Initiative 103-2 Global Reporting Initiative 103-3