I think because it hasn't been around that long and they're really not great at getting information out to consumers, there's not a lot around.
Found this article Emily but its basically just background knowledge
http://www.fishnewseu.com/latest-news/uk/5940-forever-fish-campaign-launched-by-marks-a-spencer.html
This one is pretty similar. Again just trade press which shows lack of integration
http://www.worldfishing.net/news101/forever-fish-launched-by-marks-and-spencer
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