Forever Fish is the name for the M&S fish sourcing policy which aims to protect our oceans and improve the sustainability of fisheries.
There’s been a sustainable fish and seafood sourcing policy in place at M&S for over 20 years. This means all the fish sold in stores can be traced back to where it was caught.
M&S works alongside fisheries around the world to ensure best practices for crew welfare, promote responsible fisheries management and speak up for policy reform to protect our oceans.
From the waters of Scotland's west coast, Orkney and Shetland Islands, M&S Caledonian Gold salmon are reared in specially selected sites. These areas have faster-flowing waters, allowing the fish to swim harder, ensuring they are fitter and stronger. M&S Scottish salmon is RSPCA Assured, meaning the fish are raised to higher welfare standards with plenty of space to swim.
