PRINCES ACHIEVES 100% MSC-CERTIFIED TUNA SOURCING GOAL

Princes achieves 100% MSC-Certified tuna sourcing goal, transforming UK sustainable seafood supply. International food and drink supplier, Princes Group, has announced it has achieved its 2025 commitment to source 100% of its branded tuna from Marine Stewardship Council (MSC)-certified fisheries, representing around 70 million cans of tuna each year. The milestone marks a significant step in Princes’ long-standing commitment to responsible sourcing and ocean stewardship.

The achievement follows several years of investment in traceability, closer collaboration with fishing partners and large-scale supply-chain transformation. As a result, Princes has fully transitioned its tuna sourcing to MSC-certified fisheries, supporting global marine conservation goals while responding to growing consumer demand for sustainably sourced seafood. Since setting the ambition in 2022, Princes has been a significant contributor to a fifteen fold uplift in MSC-certified ambient tuna on UK shelves from 2,461 tonnes in 2020/21 to 37,027 tonnes in 2024/25*

David McDiarmid, Corporate Relations Director at Princes Group, said:

“This commitment is the culmination of a 10-year journey of fishery improvements. It was deliberately ambitious, and achieving it reflects the scale of change required across complex global supply chains. Reaching 100% MSC-certified tuna demonstrates the progress we have made alongside our partners and reinforces our belief in the MSC Standard and its global recognition is critical in driving progress in sustainable fishing.”

Princes’ MSC-certified tuna products are now available across major UK retail and foodservice channels. Products carry the MSC blue ecolabel, giving shoppers clear, trusted assurance that the tuna they buy has been sourced responsibly, with careful consideration for fish stocks, marine ecosystems and fishing communities.

George Clark, Programme Director, UK & Ireland at the Marine Stewardship Council, said:

“Achieving 100% MSC-certified sustainable tuna on their products is a clear demonstration of Princes’ leadership and commitment to keeping our oceans teaming with life. This ambitious and proactive industry action plays a vital role in driving real, positive impact in store and in our seas.

By ensuring that more certified sustainable tuna is available to UK shoppers than ever before, Princes is helping to reward sustainable fishing practices and giving consumers the confidence to choose products that support the long-term resilience of tuna stocks and marine ecosystems.”

The MSC Standard is widely regarded as the global benchmark for sustainable fishing, recognising fisheries that maintain healthy fish populations, minimise environmental impact and operate under effective management. By aligning all branded tuna sourcing with this standard, Princes is supporting long-term ocean resilience while meeting rising retailer and consumer expectations for transparency and sustainability.

Beyond tuna, Princes applies the same responsible sourcing principles across its wider seafood range, prioritising certified sustainable fisheries, robust traceability and continuous improvement with suppliers. This includes certified sourcing of key species such as salmon, kippers and mackerel – in October last year, Princes took decisive action to halt sourcing of mackerel for the Princes brand from the Northeast Atlantic in favour of MSC-certified Chilean fisheries, as result of poor stock health figures and a lack of direct action from coastal states.

Alongside this, Princes supports fishery improvement projects where certification is not yet achievable, reinforcing the company’s broader commitment to sustainable seafood and long-term ocean stewardship.

*MSC UK and Ireland market report 2025 : https://www.msc.org/uk/for-business/msc-uk-ireland-market-report 

Image: Princes Group