I’m impressed: “Birds Eye Walls introduced the New Zealand fish two years ago in line with the policy of its parent company, Unilever, to use only fish from sustainable stocks by 2005.”
But – “customers are still reluctant to buy unfamiliar fish and instead plump for the old favourites cod and haddock. Yet these are fish which have been intensively fished to the point of crisis.”

“Today, polls show that despite warnings that cod stocks are on the verge of collapse, it accounts for more than one-third of household purchases and last year restaurants served 136m cod meals.” (BBC)
At least I know which brand to buy if I’m going to buy fish at the supermarket.