Our MSC journey began in 2018, when we committed to expanding MSC certification across all JJ Foodservice branches. Starting with our Enfield HQ, we now proudly offer certified seafood at all 12 depots. This means over 100,000 restaurants and catering customers can easily access MSC-certified products locally.

People care about where their food comes from, so we’re making it easy for food outlets to choose products caught using environmentally friendly methods. 

You can find our MSC range on our website and app, with clear product descriptions, MSC logos, and plenty of search tools to help you discover sustainable options.

Expanding the MSC Range: Wild Caught 

We’ve introduced a wide selection of MSC-certified fish, including cod, haddock, pollock, plaice, and dogfish. Formats like Individually Quick Frozen (IQF), Frozen at Sea, and breaded options cater to the needs of schools, hotels, restaurants, and traditional fish and chip shops.

Our Wild Caught Cod & Haddock range is a highlight — hand-selected, boneless fillets that are pre-trimmed, interleaved, zero glaze, and portion-sized for ultimate kitchen convenience. They’re available skin-on or skinless, making preparation easier and reducing waste.

  Shop Wild Caught Range  

 
Innovative Solutions for Businesses

We’ve worked directly with vessels and producers to stabilize costs, improve availability, and bring innovative products like MSC shatter packs to market. These packs include individually quick-frozen fillets, perfect for portion control, with no need to thaw the entire box. We’ve developed solutions to help businesses tackle challenges like skilled worker shortages, offering quality, ready-to-cook fish with minimal preparation.

 

Inspiring Customers: Lavender Hill & Mala  

It’s not just about selling fish — we’re passionate about educating and inspiring our customers to choose sustainable options. Through our YouTube series, we showcase how JJ’s MSC fish is helping restaurants thrive. Lavender Hill in Battersea, for example, has seen great success with our MSC wild-caught fillets, praised for their quality and convenience.

 Growing Together

This year, we opened our Wimbledon branch, bringing MSC-certified fish to Southeast London. We also acquired Gatelands Supplies, extending our reach into Thai, Japanese, and Korean markets, where MSC-certified fish plays a big role.

These efforts have driven record growth in our fish and seafood sales. But this is just the beginning. Sustainability remains at the heart of everything we do. We’re committed to continuing our MSC journey, innovating new products, and helping customers make choices that support our oceans and the environment.

With JJ Foodservice, sustainable seafood isn’t just a choice — it’s the future.

 Shop MSC at JJ Foodservice