First MSC certified plaice available by April

Fish and chip shops will be able to put MSC certified plaice on the menu for the first time ever as of this April.

The landmark move comes after Grimsby-based fish merchant Flatfish, along with vessel owner Jubilee Company and Grimsby Fish Market, successfully secured Marine Stewardship Council chain of custody for its North Sea plaice.

The plaice can be traced back to the independently certified fishery that caught it. In this case, the plaice is caught using Danish seine nets. The fish is landed directly into Grimsby Fish Market.

Steve Stansfield, managing director of Flatfish, says: "Being the first company to supply MSC certified plaice in the UK puts us in a great position to meet customer requirements. We continue to invest when others cut back."

Toby Middleton, UK country manager for the MSC, adds: "By bringing a major new MSC certified species into the UK market, Flatfish are opening opportunities for retailers, caterers and fish and chip shops across the country to offer their customers MSC certified plaice."

Flatfish takes out long term contracts with Jubilee so is guaranteed to be the first to secure its 2012 new season MSC plaice when the season starts in April.

Up to 100 tonnes of fresh north Atlantic lemon sole and plaice are processed by Flatfish each week.