Princes has announced it is now sourcing its sardines from the Marine Stewardship Council (MSC)-certified Iberian purse seine fishery, marking a further step forward in its commitment to independently certified sustainable seafood.
The Iberian sardine fishery achieved MSC status in July 2025, confirming that Iberian sardines (European pilchard) meet globally recognised standards for sustainable fishing. Criteria include stock health, ecosystem impact and effective fisheries management.
Products using the new Iberian sardine source have been available in some stores since March, with wider distribution across Princes branded and customer own-brand ranges planned over the coming months. Updated packaging featuring the MSC ecolabel will begin appearing in stores shortly, although use of the label is determined by individual retail partners.
Princes’ transition comes amid shifting global supply conditions. Sardine availability from Morocco has declined significantly in recent years, with reduced catch volumes in 2024 and 2025, reflecting a range of pressures on the fishery, including environmental pressures, evolving stock dynamics and broader challenges affecting long-term sustainability.
Princes began exploring alternative sourcing options more than two years ago, anticipating these challenges. A supply agreement with the Iberian fishery was secured in 2024, enabling a smooth transition once the fishery achieved MSC certification in July 2025.
By taking a proactive approach, Princes has been able to strengthen both the sustainability and resilience of its sardine supply, ensuring continuity for customers while supporting fisheries that meet rigorous environmental standards.
David McDiarmid, corporate relations director at Princes, said: “We want to reassure our consumers that the wild-caught seafood they are eating comes from a sustainable source, which is why expanding our range of independently certified seafood is a key priority for us. MSC certification provides clear, trusted assurance and transparency for shoppers.
“As part of our long-term strategy to strengthen the sustainability and resilience of our supply, we have been proactively developing alternative sourcing options for sardines. Securing access to the Iberian sardine fishery ahead of its MSC certification meant we were well positioned to transition at the right time.
“This move reflects our commitment to supporting well-managed fisheries while ensuring we can continue to provide a reliable supply of high-quality seafood for our customers.”
The shift forms part of Princes’ broader strategy to expand its range of MSC-certified small pelagic fish. Earlier this year, the group moved away from sourcing mackerel from Northeast Atlantic pelagic fishery and introduced MSC-certified Chilean mackerel.
George Clark, MSC UK & Ireland programme director, said: “This latest move by Princes is further testament of the company’s commitment to the sustainable sourcing of seafood for its customers. A well-deserved winner of the MSC UK Brand of the Year for the past two years and its leadership position in relation to independent certification continues, I’m really excited to see Princes canned sardines hit the shelves with a blue MSC ecolabel.”
In February this year, Princes also achieved its commitment to source 100% of its Princes branded tuna from MSC-certified fisheries, building on its earlier milestone of 100% responsibly sourced tuna.
This continued progress was recognised with Princes being named MSC UK Brand of the Year in 2024 and 2025.
