This September, we challenge you to Buy Blue, Protect Dinner. Each year, Marine Stewardship Council (MSC) leads Sustainable Seafood September. This year’s campaign promotes sustainable fishing practices to support healthy oceans and keep your favourite dishes on the menu.
Seafood dishes, whether they’ve been passed down through generations, or have become a new after-school favourite, are a fundamental part of how we cook, discover and celebrate. By buying blue, you can make a more sustainable seafood choice and help keep your favourite dishes on the table.
Why ‘Buying Blue’ matters
Next time you’re in an Iceland store, have a look for the MSC label on selected seafood products. The label shows that the wild-caught seafood comes from fishing practices that have been independently assessed to meet MSC’s requirements for environmental sustainability. These requirements are designed to ensure:
- Fish populations are protected.
- Other ocean life is cared for.
- Fisheries are well managed.
At Iceland, we understand the importance of supporting healthy oceans and the wildlife that inhabit them, now and for generations to come. Each year, we continue to grow our range of MSC certified products. In 2025/26, 85% of Iceland’s own label range of fish and seafood was MSC accredited and we are continuing to build on this year on year. In September 2025, we became the first retailer globally to launch an MSC certified frozen Argentinian Red Shrimp Fishery product under Iceland’s own brand, sourced from Argentina’s first coastal shrimp fishery.
We understand sustainability matters to our customers when they’re choosing seafood in stores. In a recent survey to 350+ Iceland shoppers, 87% of participants said whether seafood products carry the MSC label influences their shopping behaviour. With the majority of participants also telling us they eat seafood more than once a week, ensuring a variety of MSC labelled goods are available in stores remains imperative.
Seafood dishes
Another way we’re promoting MSC-labelled seafood this Sustainable Seafood September is through Iceland’s Affoodable Blog.
This Sustainable Seafood September, we’ve added two new budget-friendly recipes featuring MSC-certified Iceland products: Prawn Cocktail and a Salmon Fillet dish.
Our recent shopper survey also gave us insight into the seafood dishes different generations enjoy. Classic dishes such as Prawn Cocktail proved particularly popular among older participants, while younger participants showed a preference for a wider variety of dishes, including salmon-based meals. These findings helped inspire the two recipes we chose to feature this September.
So, this Sustainable Seafood September, keep an eye out for the blue MSC label on selected Iceland seafood products. And if you’re looking to shake up your usual lunch or dinner, head over to our Affoodable Blog for budget-friendly recipes using MSC-certified seafood.
Remember, whatever your seafood preference, Buy Blue, Protect Dinner.
