U.K. retailer Waitrose claims it is the first grocer to offer sustainably sourced mussels from Scotland’s Shetland Islands and is promoting them for Valentine’s Day weekend this year.
“While oysters have been traditionally known as the ‘food of love,’ Waitrose has seen growing demand for mussels in the run up to Valentine’s Day,” Waitrose, which operates nearly 330 stores around the U.K., said. “Once overlooked in favor of premium seafood, mussels are now a sought-after choice for home cooks and chefs alike, with many embracing the shellfish as an easy, healthy, and sustainable choice to alternative seafood favorites.”
Sales of mussels at Waitrose fish counters are up 5 percent compared to this time last year, according to the firm, while searches on the grocer’s site for mussels are up 120 percent.
Similarly, searches for “mussels recipes,” “how to cook mussels,” and “garlic mussels” on TikTok have soared over 1,000 percent in the last week, Waitrose said.
To meet the demand, Waitrose launched the “No.1 Moules Marinière” mussel product as part of its Valentine’s dine-in range. The dish features Shetland Island mussels in a chardonnay, wild garlic, double cream, and fire-roasted leek sauce, giving shoppers “a decadent yet sustainable choice for couples looking to elevate their date-night dining,” Waitrose Senior Sustainability and Ethics Manager Katie Keay said.
Keay said the company is seeing “growing enthusiasm for mussels, not just for their taste but for their minimal environmental impact.”
“Scottish rope grown mussels have an extremely low carbon footprint. They are grown on ropes suspended from floats in the sea and feed naturally off plankton in the rich tidal flows that ensures the growth of succulent and sweet-tasting mussels,” she said.
Because French-inspired cuisine is gaining popularity and eco-conscious eating is on the rise, Waitrose Senior Brand Development Chef Zoe Simons said the bivalve is perfect for Valentine’s Day this year and beyond.
“Mussels are fast becoming the go-to choice for both romantic meals and everyday cooking,” Simons said. “If oysters are the old-school symbol of love, mussels might just be their modern rival.”
Elsewhere, Waitrose has hired Ben Lambden as its new manager of aquaculture and fisheries.
“I'm very excited to start this next phase in my career in another team that promises to be market-leading and great fun, with a business whose very DNA is intertwined with sustainability and animal welfare,” Lambden, who recently served as sustainable aquaculture and fisheries manager at fellow retailer Tesco, said.
He wished everyone at Tesco “nothing but success” on LinkedIn, noting that “it was a special team to be a part of and I know they will continue to go on to achieve huge things, especially in the sustainable seafood space.”
