The Forever Fish campaign was launched in 2011 to help people learn more about fish, clean our British beaches and protect UK marine life. To achieve this, M&S pledged to:
- Set-up and run School of Fish, an education resource to inspire school pupils to learn more about protecting the future of fish
- Encourage as many M&S customers and employees as possible to help the Marine Conservation Society (MCS) clean over 400 British beaches, twice a year, in the Great British Beach Clean
- Invest over £1 million in WWF projects that help manage UK fish stocks, such as cod, and protect important species like dolphins and turtles
- Help people make healthy and sustainable choices by promoting high quality, sustainably-sourced fish and introducing other species such as Dab and Flounder.
Sustainable - able to be continued with minimal long-term effect on the environment
Nutrition - obtaining the food necessary for health and growth