If you can't trace it,
don't taste it.
There is a widespread problem with mislabelled seafood in the UK and globally. The fish you buy from the supermarket or fish & chip shop might not be what you think it is. We want to be able to trust seafood again
UK Seafood has a problem
You have the right to know what you’re eating but there is a widespread mislabelling of fish in UK supermarkets and fish & chip shops. Without transparent testing, who knows what it is. It could even be an endangered shark!
39%
UK Processed Seafood mislabelled*
44%
UK Cod mislabelled
8%
Fish & Chip shop mislabelling
We want Trust & Transparency
With our partners we are calling for the rest if the industry to step up. We should be able to trace all seafood from sustainable seas to supermarket shelves. With TrueFins partners, we use the latest DNA technology to prove transparency and bring back the trust.
The TrueFin symbol
When you see the TrueFin symbol, you can be sure of what is in the pack. Only our tested and verified partners can use it, so there is nothing fishy going on.
What you can do
If you shop only for TrueFins approved seafood. Supermarkets will realise they need to listen. Make them demand more of their suppliers to spread better transparency standards across the industry.