The MSC and ASC UK Awards 2025.
Photo: ASC
UK supermarkets Tesco and Sainsbury’s have been recognised as leading retailers for sustainable seafood at the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC) UK Awards 2025.
Tesco received the title of MSC UK Supermarket of the Year, while Sainsbury’s was named ASC UK Retailer of the Year for the fourth consecutive year. The awards recognised six major UK supermarkets for what the organisers described as “efforts to source, promote and sell sustainably caught and responsibly farmed fish and seafood”.
According to the MSC, Tesco was recognised for expanding both the range and volume of certified sustainable seafood it offers. Natalie Smith, Head of Agriculture and Fisheries at Tesco, said: “As the UK’s biggest fishmonger, we’re passionate about promoting healthy oceans and fish stocks, and providing our customers with responsibly sourced seafood. That’s why we’ve committed to source 100% MSC-certified tuna by the end of 2025 - a milestone that’s helped us grow our MSC-labelled range across all categories to 77%."
She added that the company "remain[s] dedicated to driving continuous improvements throughout our supply chain and supporting more fisheries on their journey to MSC certification.”
Sainsbury’s, meanwhile, was credited by the ASC for maintaining its 100% commitment to sourcing ASC-certified seafood and for offering what the organisation said was the highest share of responsibly farmed products both online and in-store.
“We’re passionate about the welfare of animals in our supply chains, and committed to working closely with our partners to deliver good food that is sourced responsibly, for everyone, every day," said Dave Parker, Sainsbury's Head of Aquaculture and Fisheries.
“We’re delighted to be recognised with this award from the ASC, reflecting the hard work of our teams and partners who make it possible to offer a wide range of responsibly sourced seafood products to our customers," he added.
The other retailers recognised at the ceremony included Lidl and Iceland, which took the Silver and Bronze awards respectively in the MSC Supermarket of the Year category, and Ocado, which won MSC UK Online Brand of the Year for the fourth year in a row. Princes was named MSC UK Seafood Brand of the Year for the second consecutive year.
Among other category winners, Asda won MSC UK Marketing Campaign of the Year for its “Sustainable Seafood September” promotion, which featured MSC-labelled cod fillets across 337 stores. Waitrose was awarded MSC UK Product of the Year 2025 for its No.1 Moules Marinière with Wild Garlic & Chardonnay, made with rope-grown mussels from Shetland.
Northcoast Seafoods and New England Seafood International were named MSC UK and ASC UK Retail Suppliers of the Year respectively. Birds Eye won ASC UK Brand of the Year, while Mowi’s Scottish salmon fillets were voted ASC UK Product of the Year by consumers.
Consumer spending on certified sustainable seafood in the UK and Ireland reached a record £1.5 billion in 2023/24, a 12% rise compared to the previous year, according to the MSC. George Clark, MSC Programme Director for the UK and Ireland, said: “Year by year, we’re seeing the major supermarkets source, promote and sell more sustainable seafood than ever before. The science is clear, it’s what customers want.”
From the ASC side, General Manager Maud van den Haspel said the awards “highlight the collective effort of the seafood industry determined to do better - from feed mills, farmers and processors to brands and retailers.” She added that “with more UK consumers than ever choosing ASC-labelled seafood, we’re seeing how responsibility and growth can go hand in hand.”
The ASC reports that demand for its certified products has continued to grow, with 857 products now available across the UK - a 19% increase since October 2024. The number of ASC-certified farm sites in the UK has also risen by 15% to 83, while three feed mills are now certified under the ASC feed standard.