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The MSC-run ‘Murdock’s Fish Club’ saw school children from across the UK treated to a variety of activities run by local ‘chippies’ aimed at encouraging them to recognise fish with the blue MSC label and what it stands for.

Spa Primary School were taken to a local fish market by Fish City in Belfast and given the opportunity to see how fresh fish was cooked, while Harbour Lights, in Falmouth, ran 200 primary school workshops focused on fishing methods and fish ecology, giving out aprons and toys to those in attendance.

London’s Brockley’s Rock Fish and Chips ran a stall at a local community event that had a fishing game and was handing out MSC activity books and goodie bags.

Carlyn Kearney, whose Frankie’s Fish & Chips shop in the Shetlands hosted an assembly on sustainable fishing, said: “Living in a fishing community like Shetland, we feel strongly about protecting the industry and the oceans.

“Our assembly is a fun way of teaching children about where some of their favourite food comes from and how they can ensure it’s around for them to enjoy for many years. 

“98% of the seafood we serve comes from MSC-accredited stocks, all of premium quality and freshly cooked.”