Sainsbury's launches sustainable fish drive

On Friday, Sainsbury’s shoppers who ask for cod, haddock, tuna, salmon or prawns - the ‘big five’ – on fish counters, will be offered a portion of one of six lesser-known species, including coley, megrim, hake, pouting, mackerel or rainbow trout, for free. They will not be required to 'switch' it for the fish they have in their basket, the Grocer reports. Sainsbury’s Switch the Fish campaign demonstrated the retailers’ commitment to encouraging customers to widen their choice, said Jamie Oliver, who helped push alternative species during Channel 4’s The Big Fish Fight earlier this year. It would “help people be a bit more adventurous when they come to do their next shop.” Fearnley-Whittingstall encouraged shoppers to swap their salmon for three times the amount of oily fish during Hugh’s Fish Fight. An online YouGov poll carried out in April indicated that 41% of the UK ate cod at least once a month while 82% had never tried pouting.