Sainsbury’s is challenging its customers to try an “alternative” finfish species as part of a new campaign dubbed “Switch the Fish.”
Sainsbury’s customers who ask for one of the “Big 5” species — cod, haddock, tuna, salmon or prawns, which account for 80 percent of the British retailer’s total seafood sales — will be offered one free portion of coley, hake, mackerel, megrim, pouting or rainbow trout. The fish comes in a sealed, over-ready bag with butter or marinade and cooking instructions.
The initiative, which will kick off on Friday in London and runs through July, is supported by celebrity chef Jamie Oliver and features a Switch the Fish van that’s traveling across the United Kingdom encouraging the public to try something new. In addition to London, stops include Bristol, Birmingham, Manchester, Newcastle and Edinburgh.
“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,” said Oliver. “Offering free alternative fish is a great way to do this and will in turn help people be a bit more adventurous when they come to do their next shop.”
Added Sainsbury’s CEO Justin King: “Sainsbury’s Switch the Fish campaign really marks a step change in our support of alternative species of fish. It’s not about eliminating the Big 5, but helping our customers to widen their repertoire. We hope that by leading by example, we can help change UK fish eating habits to restore declining fish stocks.”
Sainsbury’s isn’t the only British retailer pushing alternative finfish species. In March, Tesco announced that its pouting sales are soaring and now represent 50 percent its cod sales six weeks after the species was put on special in 400 of its stores. And in January, Waitrose launched and promoted Welsh flounder at its stores at GBP 8.99 per kilogram for fillets.
Sainsbury’s, which operates 557 supermarkets across the UK, has been publicizing its sustainable seafood efforts for months. It claims to be the UK’s No. 1 retailer of Marine Stewardship Council-certified seafood, with more than 80 eco-labeled products.
