Sainsbury’s brings on seafood executive, lowers some seafood prices

Sainsbury's new aquaculture and fisheries manager, David Parker.

U.K. grocery chain Sainsbury’s has hired David Parker to serve as the company’s aquaculture and fisheries manager, a company spokesperson confirmed to SeafoodSource.

Parker, former head of governmental relations for the Marine Stewardship Council and the CEO and founder of Redfish Insights, takes over the role from Ally Dingwall, who joined the Aquaculture Stewardship Council in November 2021 as senior director of technical operations.

Separately, Sainsbury’s has launched a GBP 65 million (USD 74.9 million, EUR 74.7 million) The price-lowering program, “to help ease the growing pressure customers are feeling from the rising cost of living,” Sainsbury’s said.

The program, which launched at the beginning of September, matches costs with Aldi on essentials like milk, along with certain meat and seafood products. Forty-two percent of the top 50 supermarket volume lines are included in the campaign, including Sainsbury’s x2 Cod Fishcakes, Sainsbury’s x2 Haddock Fishcakes, and Fisherman King Prawns.

Sainsbury’s price match program “will continue to focus on the highest volume, fresh items that customers buy most often,” Sainsbury said in a press release.

In addition to its price match campaign, the retailer has vowed to establish “inflation-busting” price-locks and special offers.

“This money will make delicious family meals, great lunch boxes for the return to school and weekend treats affordable to more customers,” Sainsbury’s said.

The move is part of Sainsbury’s commitment to spend GBP 500 million (USD 575 million, EUR 574 million) by March 2023 to keep its prices low.

“We know how tough this back-to-schoolseason is going to be for our customers. With families across the country facing big increases in their energy bills, the situation is serious and our most-important job at Sainsburys is to help our customers in every way we can,” Sainsbury CEO Simon Roberts said.  

Photo courtesy of David Parker/LinkedIn


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