Sainsbury's in huge weekend fish give away –

Sainsbury’s in huge weekend fish give away Published:  20 June, 2011

EVEN the store in Grimsby, a town where fish is always  plentiful and reasonably priced, took part in the great seafood give away – the supermarket group Sainsbury’s, which claims to be the country’s largest fishmonger, was offering its customers free alternative fish at the weekend when asking for one of the “Big Five” – cod, haddock, tuna, salmon and prawns.

Sainsbury’s launched the Friday Fish campaign  to encourage shoppers to choose alternative species such as hake, coley and megrim. The company said that with 80 per cent of its  fish sales currently made up of the ‘Big Five’, it believed  this was the boldest move yet by any UK retailer to encourage customers to widen their repertoire in fish and make more sustainable choices.

Increasing demand for fish and a lack of effective management regimes had led to overfishing, leaving many global fisheries in a poor state and under threat of collapse.

The initiative also had the backing of celebrity chef Jamie Oliver, who said: “Earlier this year I joined the debate to encourage people to try new, less loved fish which had a great response. 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 Five’. Offering free alternative fish is a great way to do this and will in turn help people be a bit more adventurous when they come to do their next shop.”

Sainsbury’s chief executive Justin King added: “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.  We hope that by leading by example, we can help change UK fish eating habits to restore declining fish stocks.”