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Fish Sustainability
Mars petcare leads the way on fish sustainability.
We are delighted to announce an industry first committing to use only sustainably sourced fish by 2020. Set against a backdrop of dwindling global fish stocks, illegal fishing and growing global demand for fish we have worked with World Wildlife Fund (WWF) to develop our fish sustainability commitments.

We are going to achieve the following goals by 2020:

· Only using fish from 100% sustainable wild catch and sustainable aquaculture sources

· Replacing all wild catch whole fish and fish fillet with sustainable fish by-products and sustainable aquaculture.

· Only using sustainable alternatives to marine fish ingredients.

As one of the world’s largest petcare businesses our commitment is going to have a real impact on fish stocks and act as an encouragement to many other fish users.

An important milestone in this sustainability journey will be our introduction of Marine Stewardship Council (MSC) certified petfood in Europe by the end of 2010. This means that by the end of this year a selection of fish varieties in the SHEBA® and WHISKAS® brand portfolios across Europe will be MSC certified; offering consumers a choice of more sustainable pet food products for the first time.