The MSC label means that the fish is from a source which has been independently certified as sustainable, and that their purchase supports sustainable fishermen around the world.
"Our livelihood, our entire business relies on high quality sustainable fish. I’m not prepared to accept anything other than the best for my customers," said director, Gary Arnold.
"MSC is the most stringent standard for sustainability and traceability so our customers will know that their fish can be traced right back to a certified sustainable source. That’s important to me and for the long-term success of not just my fish and chip shops, but fish and chip shops everywhere."
James Simpson from the MSC welcomed the certification: "By getting their shop in Covent Garden MSC certified, London Fish & Chips are bringing certified sustainable fish to people in the heart of the Capital. Customers increasingly want to feel confident that they making a responsible choice when they eat fish, and the director and his team are giving exactly that confidence by adding the MSC ecolabel to their menu."