Sainsbury's Switch the Fish Campaign led to a sale increase of alternative species to the big 5. (Photo: Sainsbury/FIS)

Sainsbury's sustainable fish campaign tremendous success

UNITED KINGDOM
Thursday, August 11, 2011, 15:20 (GMT + 9)

Sainsbury's has revealed sales of 46 extra tonnes of alternative fish varieties following the launch of its successful Switch the Fish campaign in June this year. The sales include species such as coley, pouting, rainbow trout, hake and megrim and the announcement coincides with the latest installment of Channel Four's Fish Fight airing this week.

Back in June, Sainsbury’s made an unprecedented move in the UK by offering shoppers looking to buy one of the 'Big 5' species a free alternative from its fish counters.

The Switch the Fish campaign led to an immediate sale increase of 12 per cent across its fish counters compared to the previous week. Of those who took advantage of the retailer’s free sample offer, 29.4 per cent did not buy fresh counter fish in the previous six months.

It was informed that more than three-quarters of customers had not previously bought the alternative species. It was also reported that Sainsbury's sales of coley have risen by 11.4 per cent and rainbow trout jumped by 42 per cent since the experiment took place.

Sainsbury's seafood dislpay. (Photo: Sainsbury's)

The retailer has sold 8 tonnes of megrim since it was offered during the campaign -- a fish species that 85 per cent of the population claimed had never heard of before the campaign.

"The success of our Switch the Fish campaign shows that, when customers are offered choice on the issue of sustainability, they are willing to try alternatives and help alleviate pressure on fish stocks,” Justin King, Sainsbury's CEO said.

“Retailers play a vital role in helping consumers make sustainable choices and I am proud that Sainsbury's continues to lead the industry in this way," he added.

Also as part of its sustainability campaign, Sainsbury's sent its Switch the Fish van to cities and stores up and down the country encouraging thousands of customers to sample alternative species and learn more about sustainable fish sourcing.

"Sainsbury's has really stepped up to the plate with its Switch the Fish campaign to get the UK to be a bit more adventurous when it comes to eating fish, which helps spread the burden of our fish-eating,” said Willie MacKenzie, Greenpeace.

The campaign was supported by various influential industry figures including Richard Benyon, Minister for the Natural Environment and Fisheries, and Greenpeace.

Switch the Fish was introduced to help address the issue of dwindling stocks. Eighty per cent of the seafood consumed in the UK currently consists of cod, salmon, prawn, tuna and haddock, a trend which has been causing overfishing and concerns that, if the pattern holds, the species in question will be gone by 2050.

Related article:

- Sainsbury's encourages eating sustainable species by giving free samples

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

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