Our Commitment

We put our heart & soul into fishing sustainably

I&J began its legacy in 1910. As a proudly trusted name in seafood for 100’s of years, our love and respect for the ocean and our commitment to its bounty for generations to come is as deep as the deepest seas. Protection and conservation of the marine environment to ensure resources are sustainable is integral to I&J and our future, therefore we take environmental obligations very seriously and have led the way forward with accreditation from the Marine Stewardship Council (MSC) since 2004.

We are careful not to overfish
The quota of Cape Hake and other by-catch fish species allocated by The Department of Agriculture, Forestry and Fisheries (DAFF) is called Total Allowable Catch (TAC) – and is calculated according to research, using a mathematical and scientific model created by leading local scientists and technicians with relevant skills and experience in the biology, management and stock assessment of the relevant resources (Prof. Doug Butterworth – Department of Mathematics and Applied Mathematics from the University of Cape Town is one of the world-renowned South African expert contracted by DAFF to provide mathematical modelling input and advice.
Limiting how much Cape Hake and other species we can catch is vital to responsible management of renewable marine resources (including a quota for by-catch like kingklip and fish often caught together with hake because they live in the same marine habitat).

We are careful about where we fish

In 2006, I&J and members of the South African Deep-Sea Trawling Industry Association (SADSTIA) agreed to ‘ring fence’ areas within which to trawl. These are areas that have been trawled since the early twentieth century and constitute only approximately 4.4% of South Africa’s territorial waters. This  voluntary agreement was formalized into the annual fishing permit conditions  which bounds and prevent trawling outside of the ring fence, subsequently creating a natural refuge for hake and other fish.

We are careful about what we fish
In 2012, we signed a pledge to WWF-SASSI that by 2016, we will sell only sustainable seafood products*. This is an agreement we take very seriously – and according to WWF-SA, I&J is the first fishing company to make such a strong public commitment.


(*) I&J is engaged with the Namibian Hake Association and proactively supporting the fishery in their commitment to obtain the MSC accreditation, by sharing learnings and knowledge to assist them in this endeavour.


Taking the lead by becoming the first MSC (Marine Stewardship Council) certified hake fishery in 2004, I&J continues to protect and preserve our oceans, ensuring we have healthy stocks of fish in the sea.The MSC is a global organisation that works with fisheries, seafood companies, scientists, conservation groups and the public to promote sustainable fishing.

Its fishery certification program recognises and rewards sustainable fishing. The MSC’s blue eco-label has become the world’s most recognised symbol of “environmentally friendly” seafood. The independent MSC certification is our promise to you and the world that we manage and regulate our fishing activities in a responsible way that does not lead to over fishing or a decrease in the fish stock and also does not impact on the health of the marine ecosystem. Being part of the MSC program assures that whenever you choose I&J you are guaranteed to enjoy the fish on your plate because it comes from a source that is responsibly and sustainably managed.

For more information visit www.msc.org


Started in 2004, SASSI (Southern African Sustainable Seafood Initiative) is a WWF-SA initiative that works with consumers and retailers to ensure the sustainability of fish stocks in South Africa. It was formed to raise awareness of seafood sustainability issues and to inform and educate those involved in the seafood business about sustainable seafood.
In 2012, I&J formulated and signed a participation agreement with WWF-SASSI.
This participation agreement is a formal commitment to work with WWF-SASSI to ensure that by 2016 I&J only sells seafood products that are:

  • Certified by the Marine Stewardship Council; or
  • Green-listed by WWF-SASSI; or
  • Certified by the Aquaculture Stewardship Council (for species originating from fish farms); or
  • Subject of a time-bound fishery improvement project

Support sustainable fishing by finding out more at www.wwf.org.za/sassi


In 2009, I&J co-founded the Responsible Fisheries Alliance. The RFA is a group of organisations who contribute resources and time towards promoting and implementing responsible fishing practices through the sharing of information and expertise, skills development, influencing policy and fishery governance, promotion of higher quality research, effective engagement with retailers and organisations like SASSI and MSC, as well as positioning responsible fisheries in the public space.

For more information visit www.rfalliance.org.za


In response to concerns that unsustainable bulk marine sediment mining will soon be authorised in South Africa, a group of organisations formed the Safeguard our Seabed Coalition. Since 2015, the Safeguard our Seabed Coalition, of which I&J is a member, has been pursuing a moratorium on bulk marine sediment mining in South Africa.

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