Sainsbury’s Portswood are one of many stores across the country launching the latest initiative in promoting the buying of sustainable fish sources. Currently 80% of all fish bought falls in to the category of ‘The Big 5′ which are being fished beyond sustainable means.
Alan Whitehead MP visited the Sainsbury’s Portswood store on Friday 25th January to launch the Switch the Fish campaign where customers were given the option of taking home a free portion of fish in replacement of their normal choice.
The initiative is being carried out in 495 Sainsburys across the country. The free portion of Coley, Lemon Sole, Mussels, Loch Trout or Cornish Sardines was accompanied by a booklet with information on the scheme and recipe ideas. It is estimated that 71% of residents in Southampton have never tried a fish outside of the Big 5 despite the rapidly decreasing wild populations.
We know our customers care about responsibly sourced food and this is a great opportunity for them to try alternative British fish for freeSainsburys CEO Justin King
Dont worry if you missed out on Friday though because you can still do your bit. Sainsburys are teaming up with the Fishermens Mission, a charity which supports fishermen and their families, for every pack of under utilised fish aka a fish not in the Big 5, sold in the next three weeks they will donate 5p to the charity.