July 2006

World's first organic sustainable cod range snapped up by Booths

London, July 2006: Shetland-based Johnson Sustainable Seafoods today announced that distribution of its award-winning brand NO CATCH…JUST COD, the world's first 100% organic and sustainable farmed cod, has been extended to Booths, one of the UK's leading regional retailers.

Initially available in 16 Booths stores across the North of England, the groundbreaking new brand offers consumers a superior cod characterised by firm white flakes and a delicious flavour. NO CATCH…JUST COD will be available in a variety of individual and family-sized portions.

Reared in the Atlantic waters surrounding Shetland, it provides the answer to the dilemma currently facing UK food retailers - how to meet strong consumer demand for cod without contributing to the dramatic collapse of natural fish stocks?

The brand, which launched last month, has already won several major industry awards including the Scottish Food and Drink Excellence Awards where, in addition to winning both the 'Fish and Seafood' and 'Food Service Product' categories, it picked up the prestigious 'Supreme Award' which recognises the overall, top food and drink product in Scotland.

In line with the product, the brand's striking packaging (see attached) represents a fundamental departure from the current offer in UK supermarkets. It has been developed to highlight the product's sustainability and communicate the facts behind the cod's provenance and its journey from the waters of Shetland to the supermarket shelf.

Importantly, the cod's harvesting and distribution process eradicates the need for freezing the fish and means NO CATCH will also reach the shops fresher than most wild cod, which may often spends up to 10 days in ice on a trawler.

Karol Rzepkowski, Managing Director of Johnson Sustainable Seafoods, said:

"Before now, retailers were not able to offer their customers a sustainable alternative to wild cod. NO CATCH means cod can now be bought and sold with a clear conscience and most importantly without further threat to this wonderful and most intelligent of fish.  We're delighted that Booths has taken the decision to stock our cod which meets a growing demand for real, high quality food, which is both sustainable and also environmentally responsible."

Phil Godwin, Booths buyer said: "This has been a project which is close to my heart and one which hopefully will take the pressure off wild stocks.  This is a real quality product and we are delighted to be one of the first retailers to stock it."

No Catch ... Just Cod will be available in-store in pre pack and retails at £20 per kilo (skin on) and £23.45 per kilo (skin off).

ENDS

Notes to Editors:

About Johnson Sustainable Seafoods (owned by Johnson Seafarms)

Based in the heart of Shetland, Johnson Sustainable Seafoods has introduced groundbreaking techniques to create the world's first 100% sustainable, organic cod. Monitored by an in-house team of experts, Johnson Sustainable Seafoods is committed to developing new research into sustainable and organic fish farming while protecting and enhancing the welfare of fish whilst minimising any potential environmental impact. The company exceeds regulatory standards and works in close association with environmental organisations including the Marine Conservation Society and Organic Food Federation.

Accreditations and partnerships:

Johnson Sustainable Seafoods works with a number of leading organic associations, environmental and animal protection agencies to ensure its organic cod meets and exceeds the most stringent of environmental standards while protecting and enhancing the welfare of the fish.

"We are impressed with the level of commitment shown by Johnson Sustainable Seafoods and applaud it going the extra mile to make its operations organic." Organic Food Federation.

"Johnson Sustainable Seafoods has a refreshing attitude to innovation in aquaculture and we are greatly encouraged by its decision to focus on organic production. Much of what they do is at the leading edge of industry practice." The Soil Association

"It is extremely encouraging that Johnson Sustainable Seafoods has proactively approached the RSPCA to seek advice on those practices which will optimise the welfare of the fish it is producing. Such an approach has already started to yield potential welfare benefits through a number of innovative techniques, such as providing an enriched environment for the fish which satisfies their inquisitive nature." RSPCA

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