The pub operator, which owns almost 400 sites across the country, joined the Sustainable Seafood Coalition (SSC) as the first new member since new fish sourcing and labelling codes were introduce in September 2014.
Paul Dickinson, head of food at Fuller’s, said: “We’re very pleased to become a member of the SSC and to join like-minded businesses in responsible sourcing to look after our oceans.
“Provenance of food is extremely important to Fuller’s and we will use the SSC codes to help educate our staff and future chefs in our training programmes.”
The main aim of the SSC is to create accurate labelling for seafood to provide consumers with information on the provenance and sustainability of the fish or seafood.
By joining the coalition, Fuller’s have committed to responsibly sourcing all own-brand fish and working towards ensuring ‘healthy and resilient’ oceans.
Katie Miller, SSC coordinator at ClientEarth, said: “Joining the SSC shows a clear commitment to sustainability – we welcome Fuller’s and look forward to other businesses joining us by signing up to the codes.”
Fellow members of the coalition include M&J Seafood, Tesco, Waitrose, Sainsbury’s, Morrisons and Marks & Spencer.
Fuller’s scooped two wins at this year’s Publican Awards, taking home trophies in the Best Food Offer (51+ sites) and Best Managed Pub Company categories.
Fuller’s tenanted director Mike Clist was also given a special award for Outstanding Contribution to the Industry at the same event.