Princes standardises on 100% MSC‑certified Iberian sardines

Princes has completed a major sourcing transition by moving its entire sardine range to MSC‑certified Iberian sardines, marking a significant step in its long‑term responsible fish procurement strategy. The shift ensures full traceability, improved sustainability credentials, and a consistent supply chain for UK retailers.

Princes said the move to MSC‑certified Iberian sardines allows the business to standardise sourcing across its sardine portfolio while supporting fisheries that meet the Marine Stewardship Council’s sustainability criteria. The Iberian fishery is known for strong stock management and transparent catch reporting, aligning with Princes’ wider commitments to responsible seafood sourcing.

The company added that the switch will help retailers meet growing consumer expectations for certified sustainable seafood. Princes’ sardine products will now carry the MSC blue label, giving shoppers clear assurance of provenance and environmental standards.

This transition follows broader investment in supply chain resilience and sustainability across Princes’ ambient seafood categories.

The significance of the move lies in the choice of the Iberian fishery, which spans the coastal waters of Spain and Portugal. The Iberian sardine fishery achieved formal MSC certification following years of rigorous, collaborative stock management and strict harvesting limits implemented by local authorities and fishing fleets.

By tying its volume requirements exclusively to this certified fishery, Princes is actively supporting the long-term stabilisation of European marine ecosystems. For food manufacturers and grocery retailers, this supply chain shift directly mitigates the commercial risks of overfishing, regulatory closures, and sudden commodity shortages in the canned fish category.

Neil Brownbill, marketing director at Princes, highlighted how the move aligns with shifting consumer expectations surrounding marine conservation: “We are incredibly proud to transition our entire standard sardine range to 100% MSC-certified Iberian sardines. This is a crucial step forward in our ongoing commitment to sustainable sourcing. Consumers are increasingly looking for clear, credible reassurance that the fish they buy is caught responsibly, and the prominent blue MSC label on our cans provides exactly that.”

Canned sardines have experienced a retail resurgence as consumers seek out nutrient-dense, shelf-stable, and cost-effective proteins. By introducing the MSC ecolabel across its entire sardine line-up — including variants in sunflower oil, olive oil, tomato sauce, and spring water — Princes is effectively democratising sustainable seafood choices for mass-market shoppers.

The transition also strengthens Princes’ broader corporate sustainability framework, which aims for 100% of its wild-caught seafood to be responsibly sourced. The newly certified product lines are currently entering the retail supply chain and will systematically replace older inventory on supermarket shelves nationwide over the coming months.