M&S launches new retail campaign to teach customers about sustainable fish

Profits from the 5p charge for the new bag go to funding the Forever Fish campaign

Forever Fish – Marks & Spencer’s major new campaign to help customers and their children learn more about fish, clean our British beaches and protect UK marine life – has been launched across stores this week.

As part of the campaign, all M&S food halls and Simply Food stores have a newly designed Forever Fish carrier bag. All the profits from the 5p charge for the bag go to funding the campaign. In-store advertising also launches today carrying fish product and environmental information, advice and recipes.

Over the next three years Forever Fish will see M&S:

  • Set-up and run School of Fish, an education programme to inspire 400,000 primary school pupils to learn more about protecting the future of fish;
  • Encourage as many of M&S’ 21 million customers and 78,000 employees as possible to help the Marine Conservation Society (MCS) clean over 400 British beaches, twice a year;
  • Invest over £1 million in WWF projects that help better manage UK fish stocks, such as cod, and protect important species like dolphins and turtles;
  • Help customers make healthy and more sustainable choices by promoting more high quality, sustainably-sourced fish and introducing lesser known and more plentiful species such as Dab and Flounder.

Marc Bolland, Chief Executive of Marks & Spencer, says: “We will work together with our customers, our people and their children to promote a healthy future for our beaches, seas and fish. Forever Fish involves schools, charities, fishermen and fisheries so that we can all enjoy cleaner beaches, more sustainable fishing and healthy fish.”

For more information on Forever Fish, visit www.marksandspencer.com/foreverfish.

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