The much talked about ethical seafood campaign by famous TV chef Hugh Fearnley-Whittingstall of River Cottage has won a remarkable and inspiring victory.
The campaign, which aims prevent fishermen throwing 4 million tonnes - half of all fish caught in the North Sea - of edible 'by-catch' back into the sea each year because of EU fishing quota rules, attracted a massive 700,000 supporters.
As a result of the campaign, the EC now plans to review the Common Fisheries Policy, including quota rules.
The reforms will not, however, be without controversy. At their core, the new policies aim to limit catches to sustainable levels by 2015. The EC already admits that some fishermen will lose their livelihoods, and aims to put retirement plans in place for those who do. Environmentalists hope that the end result will be a more sustainable and scientific approach to managing the world's fish stocks is now required.
Metro newspaper (metro.co.uk) quotes Liberal Democrat MEP and founder of the cross party Fish For The Future group, Chris Davies, as saying:
"Our waters are capable of supporting many times more fish than now exist. It is not too late for the situation to be reversed, but we have now reached a crisis point."