It is now easier to make sustainable choices when buying fish: products made with Baltic herring added to the Pirkka and Pirkka Parhaat ranges

It is now even easier to make sustainable choices when buying fish. Three MSC-certified products made with Baltic herring caught in the Baltic Sea have been added to the Pirkka and Pirkka Parhaat fish selection. The Baltic herring products will arrive in K-stores in September.

Pirkka Parhaat Baltic herring fillets with juniper berry, Pirkka suutarinlohi herring rolls and Pirkka Baltic herring rolls in marinade are now being made from a new ingredient, Baltic herring.

“The Baltic herring products in the Pirkka and Pirkka Parhaat ranges are a sustainable, Finnish and delicious choice when buying fish. The Baltic herring used as an ingredient is caught in the Baltic Sea, more precisely the Bothnian Sea, and the products are produced in Finland. Eating delicacies that have been caught in the Baltic Sea is a great way to help the environment,” says Juha-Matti Laisi, Sales Manager at Kesko.

The products are produced by Suomen Sillikonttori and display the Hyvää Suomesta (Produce of Finland) label and the MSC label that indicates sustainable fishing.

The K Group’s fish selections favour sustainable fish stocks

The K Group’s fish purchasing is steered by the K Group’s fish and shellfish policy, which has been in force for 12 years and is updated annually in accordance with the recommendations of WWF Finland’s Seafood Guide. According to the policy, K Group’s selections do not include any species rated red (species to be avoided) in the traffic light rating system of WWF Finland’s Seafood Guide.

“As the most sustainable grocery trade company in the world, we want to promote the protection of fish stocks and, at the same time, make it as easy as possible for our customers to make responsible choices at the store. By favouring Finnish fish or choosing products displaying MSC and ASC labels from the fish counter, we can all contribute to promoting sustainable fishing,” says Timo Jäske, Vice President of Sustainability for K Group’s grocery trade division. 

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