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This article was originally published in Foodnews

THE UK has been swamped of late with advertising campaigns and initiatives to ‘help us go green’, while consumers are encouraged to purchase ‘sustainable food’ at every turn. We are told to buy pole or line caught tuna, to try pollock instead of cod, all as part of an effort to ensure that fish stocks are maintained for future generations. We are advised to return to ‘seasonal eating’ instead of relying on air-freighted goods, and we are now terribly familiar with the terms ‘food miles’ and ‘environmental footprint’. One could even go as far as to say there is some sort of green one-upmanship going on, as people declare “my food item is more sustainable than yours”.

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