Waitrose on Wednesday announced its fish sales have grown 15 percent in the last four weeks compared to the same period last year, with frozen fish sales increasing 21 percent. The retailer’s fish counter sales are also running 12 percent ahead of forecast.
The upscale British retailer says the sales surge follows increased public awareness of sustainable fishing since the 8 June release of “End of the Line.”
Waitrose supported the UK release of the film, and says interest in sustainable seafood among its customers increased significantly as the documentary received a lot of press.
“We have had more people ask about where our fish comes from than ever before — customers have had quite a reaction to the film and the issue and want to find out more about Waitrose’s involvement and our sustainable fish polices,” said Tim Sheehan, Waitrose’s fish specialist in West Ealing. “In particular I’ve noticed more questions about tuna, as well as swordfish — which we no longer sell as we haven’t been able to find a sustainable source.”
Waitrose launched its sustainable fishing policy 12 years ago. It includes a complete ban on several overfished species and on species harvested using environmentally irresponsible fishing methods.
In late June, Jeremy Langley, specialist seafood buyer for Waitrose, told SeafoodSource the retailer stocks at least 25 Marine Stewardship Council-certified seafood products.
“These include Waitrose’s own brand salmon, mackerel, hake, cockles, lobster and herring and MSC South African hake that replaced our European hake line,” said Langley. “There are some MSC fisheries that we don’t stock, such as the MSC New Zealand hoki fishery, which conducts bottom trawling, because it doesn’t meet our four-point policy, which includes fishing methods.”
Waitrose has also pledged to buy only pole-and-line caught canned tuna.
In early June, the retailer commissioned a survey that showed 70 percent of consumers are more likely to purchase seafood from sustainable sources if provided with information.
