Booths lists organic Shetland cod Published: 18 July, 2006
Karol Rzepkowski of Johnson Sustainable Seafoods
Shetland-based Johnson Sustainable Seafoods has announced that distribution of its award-winning No Catch, Just Cod brand, the worlds first 100% organic and sustainable farmed cod, has been extended to Booths, one of the UKs leading regional retailers.
Initially available in 16 Booths stores across the north of England, the ground-breaking new brand offers consumers a “superior” cod characterised by firm white flakes and a delicious flavour.
No Catch, Just Cod will be available in a variety of individual and family-sized portions.
Reared in the Atlantic waters surrounding Shetland, it provides the answer to the dilemma currently facing UK food retailers how to meet strong consumer demand for cod without contributing to the dramatic collapse of natural fish stocks.
The recently launched brand has already won several major industry awards including the Scottish Food & Drink Excellence Awards where, in addition to winning both the Fish and Seafood and Food Service Product categories, it picked up the prestigious Supreme Award for the top food and drink product in Scotland.
In line with the product, the brands striking packaging represents a fundamental departure from the current offer in UK supermarkets. It has been developed to highlight the products sustainability and communicate the facts behind the cods provenance and its journey from the waters of Shetland to the supermarket shelf.
Importantly, the cods harvesting and distribution process eradicates the need for freezing the fish and means No Catch will also reach the shops fresher than most wild cod, which may often spends up to 10 days in ice on a trawler.
Karol Rzepkowski, managing director of Johnson Sustainable Seafoods, said: “Before now, retailers were not able to offer their customers a sustainable alternative to wild cod.
“No Catch means cod can now be bought and sold with a clear conscience and most importantly without further threat to this wonderful and most intelligent of fish.
“Were delighted that Booths has taken the decision to stock our cod which meets a growing demand for real, high quality food, which is both sustainable and also environmentally responsible.”
Phil Godwin, Booths buyer, said: “This has been a project which is close to my heart and one which hopefully will take the pressure off wild stocks.
“This is a real quality product and we are delighted to be one of the first retailers to stock it.”
No Catch, Just Cod will be available in-store in pre-packs and retails at £20 per kilo (skin on) and £23.45 per kilo (skin off).
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