Sainsbury's 'Switch the Fish' campaign. (Photo: Sainsbury's)

Sainsbury's encourages eating sustainable species by giving free samples

UNITED KINGDOM
Monday, June 20, 2011, 02:20 (GMT + 9)

Eighty per cent of the seafood consumed in the UK is made up of cod, salmon, prawns, tuna and haddock. This is causing overfishing and concerns that, if the trend is maintained, these species will be gone by 2050.

To encourage the consumption of more abundant and less known species, Sainsbury’s decided on Friday to offer customers interested in purchasing one of those “Big Five” commonly consumed species portions of an alternative, sustainable species to try for free. The species may be of hake, pouting, megrim, coley, rainbow trout or mackerel.

Sainsbury’s programme is part of a campaign that began earlier this year through Channel 4’s “The Great British Fish Fight” show, which seeks to encourage consumers to try less common species to ease pressure on the country’s five key fish stocks.

Fresh mackerel. (Photo: Sainsbury's)

"Sainsbury's is really taking the next step with its campaign 'Switch the Fish' demonstrating its commitment to getting customers to widen their choice when it comes to eating something other than the 'Big 5'," said celebrity chef and campaign endorser Jamie Oliver, reports Supermarket News.

The company’s Switch the Fish van will travel to cities across England and Scotland encouraging the nation to try new kinds of fish, starting in London on Friday. The project will allow consumers to sample alternative species and will educate people on sustainable fish sourcing.

UK head of the Marine Stewardship Council (MSC) Toby Middleton suggested that seafood eaters should consider consuming herring or mackerel, reports BBC.

"Sainsbury's Switch the Fish campaign really marks a step change in our support of alternative species of fish. It's not about eliminating the ‘Big ‘5, but helping our customers to widen their repertoire," noted Sainsbury's CEO Justin King. "We hope that by leading by example, we can help change UK fish eating habits to restore declining fish stocks."

Related articles:

- Sainsbury’s tuna sourcing policy bears fruit 
- Brussels’ campaign to promote sustainable fisheries 

By Natalia Real
[email protected]
www.seafood.media

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