Sainsburys reports strong sales of alternative fish following June campaign

Fri, 12 Aug 2011
 
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Sainsbury’s has announced that its national Switch the Fish campaign was a huge success, helping improve sales of less common fish varieties at its supermarket stores .

The retailer said it has sold 66 tonnes of alternative types of fish such as coley, pouting, rainbow trout, hake and megrim following the launch of its sustainable fish campaign in June.

Under the scheme, Sainsbury’s shoppers asking for one of the more common species were offered a free alternative from its fish counters. Over the following week, fresh fish sales rose by 12 per cent, highlighting the immediate impact of the scheme.

The supermarket chain also revealed that since June 17, sales of rainbow trout and coley have risen by 42 per cent and 11. 4 per cent respectively, while eight tonnes of megrim – a fish previously unknown to 85 per cent of the UK population – have been sold.

Sainsburys CEO Justin King said: "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."

"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."

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