The British Trout Association on Monday touted the results of Sainsbury’s “Switch the Fish” campaign. The retailer launched the initiative in mid-June to challenge its customers to try an “alternative” finfish species in place of cod, haddock, tuna, salmon or prawns, which account for 80 percent of its total seafood sales.
Rainbow trout was among the five alternative finfish species that Sainsbury’s promoted — customers who asked for one of the “Big 5” species were offered one free portion of coley, hake, mackerel, megrim, pouting or rainbow trout.
In just the first week of the promotion, 1.23 metric tons of rainbow trout were given away, representing the largest share of the 6 metric tons of finfish given away, according to the British Trout Association. Association members are experiencing “a significant increase in sales” as a result of the promotion.
“It’s fantastic to see Sainsbury’s supporting rainbow trout in its Switch the Fish campaign, and our members are already reporting an increase in demand for trout fillets,” said David Bassett, CEO of the British Trout Association. “Consumers all too often stick with what they know, so it’s refreshing to see a major supermarket get behind species like trout and help make this delicious and sustainable fish a more common feature on the nation’s shopping lists.”
The initiative, which kicked off on 17 June in London and runs through this month, 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 eat alternative finfish species.
