Blog: Petah MarianFish becomes latest cause celebre

Petah Marian | 22 June 2011

Fish seems to have become the latest cause celebre in the UK following the launch of Sainsbury's "Switch the Fish" campaign last week and Marks and Spencer's launch of its "Forever Fish" campaign today (22 June).

Last Friday, Sainsbury's offered customers a free alternative when they asked for one of the "Big 5" of cod, haddock, tuna, salmon and prawns as part of attempts to encourage customers to choose alternative species including coley, pouting and megrim.

Meanwhile, M&S today began its Forever Fish campaign - a three-year campaign to help its customers and their children learn more about fish, clean British beaches and protect UK marine life.

As part of the campaign, M&S has launched a Forever Fish carrier bag, with the profits from the 5p charge to go to funding the campaign.

M&S said that it will set-up and run School of Fish - an education programme to inspire 400,000 primary school students to learn more about protecting the future of fish and encourage as many of its customers and employees to help the Marine Conservation society clean Britiain's beaches twice a year.

It plans to invest over GBP1m in WWF projects to help better manage UK fish stocks and help customers make healthy and more sustainable choices by promoting more high-quality, sustainably-sourced fish and introducing lesser known and more plentiful species such as dab and flounder.

With reports finding that in Europe, some 80% of stocks are overfished, and consumer awareness reaching an all time high through TV programmes like celebrity chef Hugh Fearnley-Whittingstall's Fish Fight, it seems that the time is right for grocery retailers to capitalise on encouraging consumers to buy fish that would otherwise be thrown away.



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