Do we know enough about our fish?

However, according to the YouGov survey of 2,000 UK adults commissioned by Waitrose, 70% are more likely to make sustainable choices when given the facts. Waitrose is calling on consumers to ask where their fish comes from after new research has revealed that over 70% of us don't know about the shocking state of our seas. The study also found that 72% of Brits are unaware that species including blue fin tuna are as close to extinction as the white rhino, over half (52%) are unaware that fish stocks could be wiped out completely within this century if we continue as we are, and almost two thirds (63%) are unaware of the damaging effect beam trawling can have on the marine environment. Despite these figures, the research also revealed that consumers do want to shop ethically. When told just a little about the issues involved, 70% say they are more likely to seek out sustainable seafood. Most people questioned want restaurants (87%) and supermarkets (86%) to buy their fish from sustainable sources. And over half said they would be prepared to pay a little more for seafood if it is sustainably sourced (51%). Waitrose is releasing the findings to support the nationwide premiere of new film 'The End of the Line' on World Oceans Day (June 8th). The film, based on the book by former Telegraph Environment Editor Charles Clover, promises to be 'An Inconvenient Truth' for the Oceans, drawing much-needed attention to the issue of sustainable fishing. Since launching its responsible fishing policy 12 years ago, Waitrose been taking wide-scale steps, ensuring all its fish are from sustainable sources and are caught using responsible methods. This includes a complete ban on many species under threat, and on damaging fishing methods such as beam trawling. Waitrose managing director Mark Price said: "The booming human population could wipe out fish stocks within this century if we don't act now. This is an environmental disaster, and it will have a real and tangible impact on us all - as consumers, retailers, chefs, or fishermen. "Given the facts, 70% of people want to buy sustainable fish - so it is our responsibility to make that possible. We're supporting The End of the Line as it essential this issue is brought to the fore. We want everyone to ask where their fish is coming from - to make sure we're not stealing fish from future generations."