As part of a new promotion, Budgens guarantees that the fresh fish it’s selling was caught less than 36 hours ago.
The retailer, with 235 supermarkets and convenience stores throughout England, launched the initiative, which it’s calling “Catch of the Day,” on Monday by promoting plaice and Torbay sole as well as the tradition of eating fish on Fridays. The fish are caught by small-boat fishermen in Cornish waters in the early hours of Thursday morning, bought at Looe Market at 6:30 a.m. and then packaged and delivered to the nine trial stores by 10:30 a.m. on Friday.
“By developing relationships with local fishermen, and selling and promoting these more diverse fish in contrast to the more usual cod and haddock, Budgens is helping to protect the fisheries and promote sustainability,” said the retailer.
The fish is displayed in a stand-alone chiller or dedicated section of a chiller featuring a “Catch of the Day” board with details on the fish.
