The UK cinema release of the film is being supported by retailer Waitrose, which has a long term commitment to responsible fish sourcing.

The retailer launched its Responsible Fishing Policy 12 years ago, which includes a complete ban on any threatened species and on damaging fishing methods such as beam trawling.

All its fish are from sustainable wild sources or, if farmed fish,  from responsible farming systems.  Mark Price, Waitrose managing director, said:

To support the launch of such an important film was an absolute must for Waitrose.  With many species on the brink of extinction there has never been a more pressing need to bring this issue to the fore. The End of the Line shows that we can all enjoy fish, but encourages viewers to think more carefully about where their fish is coming from.”

To find out more about Waitrose’s policies go to: www.waitrose.com/food/productranges/fish.aspx