Yooji’s flaked cod: the world’s first MSC-certified babyfood product

The MSC label appears on over 23,000 sustainable seafood products distributed in over 100 countries worldwide, but until now has not been seen on a babyfood product. This October, French company Yooji has launched frozen cod portions prepared solely with cod procured from MSC-certified sources.

Yooji is an Aquitaine-based, 2012 start-up specialising in environmentally-friendly frozen babyfood. After initially producing frozen vegetable purées in 20g portions, it is now expanding its range by launching two 100% protein products including the MSC-certified flaked cod portions.

The flaked cod is presented in small frozen 10g portions, so now babies can help to preserve the ocean’s resources by eating MSC-labelled fish specially adapted to their needs.

Frédéric Ventre, founder of Yooji and father of four, shares his experience: "As a dad, it is important to me to offer environmentally-friendly quality products for the benefit of future generations. For our purées, right from the word go, we chose only organic vegetables. When we opted to develop a fish product, we naturally turned towards the MSC certification, which objectively and independently guarantees that the cod we offer has been fished in line with sustainable methods."

The MSC label on seafood products promises the consumer that the seafood comes from fisheries that respect fish stocks and marine ecosystems. Today there is a real market for sustainable seafood products and consumer demand is constantly growing. Since 2010, the value of sales of MSC-labelled products in France has quadrupled.

Thanks to the commitment of fisheries and sector players, the number of MSC-certified products is continually rising: there are now more than 23,000 labelled products on the global market and 117 unique fish species in the MSC program. You can now find the label on fresh, frozen, and tinned seafood products, as well as dietary supplements and even animal fodder. The babyfood sector is therefore an important new step in the development of the MSC approach.

Edouard Le Bart, Head of MSC in France, is delighted by this launch: "Thanks to Yooji, France is leading the way in the babyfood sector. We congratulate their team for their commitment and innovative spirit. We hope that this example will inspire other sector players so that consumers can contribute to preserving our oceans from a very young age."

The products are already available on www.houra.fr and in more than 65 hypermarkets throughout France.

Keep up with the latest news from Yooji at www.facebook.com/YoojiBabyFood and their website at www.yooji.fr

The Marine Stewardship Council is at www.msc.org

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