The End of the Line

Waitrose to the rescue?


Whilst our government is spending billions of pounds subsidising big business to build inefficient and unloved windfarms, merely to meet EU targets, which will have no positive effect on the environment; one big business would appear to be something sensible by helping promote a documentary that was a hit at the Sundance Festival and, unlike An Inconvenient Truth by Al Gore, really does tell the truth. This is the trailer:

Sound the global alarm. Scientists predict that if we continue fishing at the current rate, the planet will run out of seafood by 2048 with catastrophic consequences. Based on the book by Charles Clover, The End of the Line explores the devastating effect that overfishing is having on fish stocks and the health of our oceans.

With Clover as his guide, Sundance veteran Rupert Murray (Unknown White Male) crisscrosses the globe, examining what is causing the dilemma and what can be done to solve it. Industrial fishing began in the 1950s. High-tech fisheries now trawl the oceans with nets the size of football fields. Species cannot survive at the rate they are being removed from the sea. Add in co-factors of decades of bad science, corporate greed, small-minded governments, and escalating consumer demand, and we’re left with a crisis of epic proportions.

Ninety percent of the big fish in our oceans are now gone.Murray interweaves glorious footage from both underwater and above with shocking scientific testimony to paint a vivid and alarming profile of the state of the sea. The ultimate power of The End of the Line is that it moves beyond doomsday rhetoric to proffer real solutions. Chillingly topical, The End of the Line drives home the message: the clock is ticking, and the time to act is now.

Marketing Director of Waitrose , Mark Price, is set to contribute millions of pounds in promotion and advertising to support the film, plus cash. The group clearly see the threat to fish not only as an urgent environmental issue, but as an unique opportunity to branch out into an exciting and original new form of communication with consumers. This will partly be achieved by in-store posters and stickers to go on packets of sustainable fish. The film is to be distributed in cinemas local to Waitrose stores, and at fish counters on DVD in the stores.

Support from Waitrose for the film's UK release follows a long-term commitment by the retailer to drive sustainability. Since launching its responsible fishing policy twelve years ago, Waitrose has 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 also has a 'good egg' award from Compassion in World Farming and buys welfare friendly produced meat.

See also here to find out how your money is subsidising the end of the blue tuna and, by giving 'exit-grants' to ruin fishing grounds outside the EU, helping to Trash the Seas.

Under present EU and WTO rules, it would not be permissible for Britain to impose a 'welfare tariff' on imports of fish or other food products which are not sustainably produced or are cruelly reared; neither can food be labelled accurately as to origin.

One answer would be to leave the EU, negotiate our own rules and save some of the world's fish.