Mars' Sheba brand to offer sustainably sourced fish entrées for cats
Global commitment to use only sustainably sourced fish by 2020 begins with Sheba cat food sold in the US
Following the Monterey Bay Aquarium Seafood Watch program sourcing recommendations, Sheba EntrÃ©es will use only farmed or wild-caught fish from environmentally responsible sources. The brand currently offers five varieties of responsibly sourced whitefish, tuna and seafood options, but by the end of 2013, all of the recipes will meet Seafood Watch recommendations.
In March 2010, the global petcare segment of Mars made a commitment to use only sustainably sourced fish by 2020. As global fish stocks continue to decline, the company aims to achieve the following milestones across its entire pet care portfolio by 2020:
- Only using fish from 100 percent sustainable wild catch and sustainable aquaculture sources
- Replacing all wild catch whole fish and fish fillet with sustainable fish byproducts and sustainable aquaculture
- Only using sustainable alternatives to marine fish ingredients