The Buy Blue Protect Dinner campaign from the Marine Stewardship Council (MSC) has been launched highlighting Scottish herring, Irish and Scottish mussels and Cornish sardines as part of its Sustainable Seafood September celebration.

During the campaign top chefs, including Mitch Tonks and Emily Scott, will be highlighting dishes they would like to protect for future generations. Their message is simple: sustainable fishing helps keep your favourites on the menu. By choosing seafood carrying the blue MSC ecolabel, consumers can help protect the dishes they love, and the oceans they come from, for many dinners to come.

Cornwall-based chef and author James Strawbridge produced this year’s Dishes Worth Protecting collection which includes Smoked Herring Kedgeree.

James who has been an Ambassador for the MSC since 2022, said: “Seafood is such a joy to cook with, and I'm proud to have worked with the MSC on developing the Buy Blue hero dishes this year. Each dish tells a story of the sea, from a classic Prawn Cocktail, a tasty Tuna Pasta Bake, to a warming Smoked Herring Kedgeree made with fish caught off Scotland - my personal favourite.

“When you choose MSC-certified fish and shellfish, you're not just cooking a delicious dinner - you're helping make sure there's another catch to look forward to next year, and for years after that."

George Clark, Programme Director, MSC UK & Ireland, said: “Buy Blue, Protect Dinner is a simple idea: choosing seafood with the blue MSC label today means these dishes are still around to enjoy for years to come. It's a small choice at the fishmonger or supermarket shelf that adds up to a big difference for our oceans.

“This year's campaign will focus on a range of modern, accessible and heritage seafood dishes that reflect evolving consumer tastes and seafood trends.”

Other major retailers and brands supporting the campaign include Waitrose, Whole Foods, Aldi, Asda, Ocado, Iceland and Princes.