Sainsburys Launch Scheme To Promote Fading Fish Specialities

Wed, 25 Jul 2007
 
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UK supermarket chain Sainsbury's has launched a new campaign to help save two seafood specialties, along with other traditional British foods, from becoming extinct.

The Arbroath Smokie and the Dover sole are top of a list of traditional foods that are rarely eaten today even though it remains popular in Europe . The list also includes Scottish haggis, Irish potato and cabbage Colcannon and Melton Mowbray pork pies.

Incredibly just one per cent of British teenagers and six per cent of adults have ever eaten an Arbroath Smokie, while the majority of the British public have no idea what it is, according to new research from the supermarket group. The research showed similar figures for the Dover sole, one of the most expensive types of fish on restaurant menus.

Sainsbury's says the fish specialities have been under threat for years, but now research has revealed that other well known dishes are also in trouble such as the Steak &Kidney pie and the Richmond Eel Pie (puffs of pastry filled with chunks of boiled eel).

Twelve teams of ‘Regional Champions' have been handed the task of scouring the nation to identify local foods under threat and offering local suppliers the chance to revive these throughout the company's 750 UK stores .

The ‘Best of British’ campaign by Sainsbury’s is designed to revive young people's excitement in regional and traditional cuisines through its ‘Active Kids Get Cooking scheme’, with more than 7,500 schools already involved nationwide .

Ian Jarmarkier, Head of Sainsbury's Food and Innovation Centre, commented: "The results of our report ring alarm bells for many of our favourite British dishes. It's a really worrying trend that young people have so little enthusiasm for local cuisine."

"We hope that by scouring every corner of the country for new suppliers with lots of new and uniquely British foods and by involving children in practical activities based on the foods local to them, we can help re-ignite pride and excitement in British food ."

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