Sainsbury's, a British retailer, has launched a campaign to highlight sustainable fishing and will be offering free fish to customers who switch to a more sustainable variety.
Customers buying one of the Big 5: cod, haddock, tuna, salmon and prawns, will be offered alternatives such as pouting, megrim and coley for free. The retailer is hoping to encourage customers to try other varieties of fish and make more sustainable choices.
Jamie Oliver, a British celebrity chef and restaurateur, is heading up the Switch the Fish six-week campaign, which is being launched on 17 June in English and Scottish stores. He 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 5.
Sainsbury's has recently ran a poll on consumers’ fish buying and eating habits. It showed that 41% of the UK eats cod at least once a month and a fifth of people eat tuna at least once a week. The poll of more than 2,000 adults also revealed that 43% of fish eaters were put off from trying a different type of fish if they were unsure about its taste. Similarly, 31% said they were discouraged from trying a fish if they didn't know how to cook it.
Minister for the Natural Environment and Fisheries, Richard Benyon MP, applauded the campaign. He said: "If more people start to choose a wider variety of fish, this will help in our battle to end the terrible waste of millions of edible fish being thrown back into the sea dead because of an out-dated system."
The problem of overfishing was thrust into the spotlight earlier this year by TV chef Hugh Fearnley-Whittingstall, whose January 2011 programme Hugh's Fish Fight attracted widespread media coverage and sparked a campaign calling for an end to discards.
So why not discover new dishes in a sustainable way?
For more details on the campaign and the less known yet tasty kinds of fish, check Sainsbury’s webpage
Interessant aportació del sector del comerç detallista per a conscienciar als consumidors sobre la limitació de recursos naturals i els perills de la sobreexplotació pesquera.