According to the information the campaign will bring widespread public support and pressure on the European legislators to check this menace once and for all. Nigel Edwards, Sustainability Director at Icelandic Group, said that gthe main aim of this campaign is to deliver sustainably sourced high quality fish to consumers, at prices they can afford.
Hugh’s Fish Fight goes hand in hand with Icelandic Group’s active campaigning against wasteful discards, as stated in our Corporate Social Responsibility. The fisheries management system in Iceland does not allow discarding and we are proposing that the EU uses it as a model.
Icelandic Group said that they welcome Hugh’s multi stakeholder attack on discards, supported by industry, politicians, fishermen and environmental organisations. Icelandic Group is calling for the EU to stop discards whilst ensuring that fishermen have no incentive to catch juvenile or over quota fish.