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At Iceland we believe that we have a responsibility to preserve the planet for future generations. The oceans are one of our most precious resources and in some instances are most at risk.

This is why we developed Sea Kind, a commitment to our customers so that they can feel assured that all of Iceland brand fish and seafood has been caught or farmed in a responsible way.

We want to reassure our customers that they are not buying products that harm the marine enviroment or other species, and to ensure the future supply of plentiful fish stocks.

Iceland has developed five sourcing principles that ensure the values behind Sea Kind become a reality:

  1. Traceability
  2. Transparency
  3. Risk assessing our supply chain
  4. Making responsible sourcing decisions
  5. Doing the right thing

Our transparent approach to sourcing means we are committed to making information available to our customers. If you would like to find out more, please visit our website.

We take this custodianship very seriously and insist on rigorous standard being adhered to, from sea or farm to shelf. This is why we believe in Sea Kind.

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