Sainsbury’s “Switch Fish” Boosts Sales By 12 Percentff

Source: Fish Update

Sainsbury’s “switch the fish” campaign last month resulted in a 12 per cent increase in fish sales, the supermarket group has said.

On Friday June 17th stores around the country offered customers asking for one of the ‘Big Five’ species of cod, haddock, tuna, salmon or prawns from its fish counters were offered a portion of an alternative, lesser known species totally free of charge.

Sainsbury’s said: “Such was the success of the campaign that by midday on the 17th, week on week sales of all fish on counter were up 12 percent in volume and seven percent in value.” Other elements of the campaign included:

* The publishing of the Switch the Fish report looking at the sustainability debate, supported by Defra

* Switch the Fish van tour - encouraging the nation to experiment with their taste buds, visiting cities up and down the country

* Exclusive Jamie Oliver recipes and online tutorials offering his advice on how to cook alternative fish (megrim, coley, pouting, mackerel and rainbow trout)

Ally Dingwall, Sainsbury’s Aquaculture abd Fisheries Manager said: “The success of our recent Switch the Fish campaign shows that when consumers are actively engaged on the issue of sustainability, they are willing to try alternative species and to help alleviate demand on more pressured fish stocks. Retailers play a vital role in helping consumers make sustainable choices and I am proud that Sainsbury’s continues to lead in this way.”

He also welcomed last week’s announcement on EU fish reforms, adding: “The establishment of ecosystem based multi annual fisheries management plans which are capable of delivering maximum sustainable yields by 2015 is a significant step forward in delivering truly sustainable fisheries. The issue of discards is hugely complex and one where there is no single quick fix. The proposed reforms represent a move in the right direction and will incentivize the ongoing development of a toolbox of measures designed to avoid unwanted bycatch.”

“Whilst it is important that the issue of discards is tackled at a supply level, it is imperative that supermarkets such as Sainsbury’s help create the consumer demand for lesser known species by promoting them to our customers.”