Celebrity chef Rick Stein and food critic Loyd Grossman have been brought together by the Marine Stewardship Council (MSC) for a campaign aimed at raising awareness of over-fishing.
Stein and Grossman appeared together on the MSC stand at the BBC Good Food Show last week. Stein, who is plugging the campaign on his TV show, handed out an award for the design of a fundraising apron; Grossman oversaw the award of a hamper.
The MSC raises public awareness of the damage of over-fishing through the media and events. The celebrity campaign also hopes to kick-start its "Sea into the Future" fundraising drive that aims to raise £10 million for the organisation.
The charity is also attempting to recruit more fisheries to its sustainable certification programme. So far, six have signed up to the initiative, which requires the products they supply to supermarkets to meet sustainability objectives.
Grossman said: "The MSC is taking real steps towards tackling this global problem. It deserves our full support."