Campaign success for Scottish mussels

13 Feb 2013
SSMG rope grown mussels was one of the alternatives on offer

SSMG rope grown mussels was one of the alternatives on offer

UK food retailer, Sainsbury’s, recently launched its ‘Switch the Fish’ campaign in an attempt to encourage consumers to try less popular types of seafood, during which rope grown mussels from UK seafood producer, the Scottish Shellfish Marketing Group (SSMG), were on offer.

During the initiative the supermarket gave away free samples of less popular seafood to anyone who bought one of the ‘big five’ eating varieties of cod, haddock, tuna, salmon and prawns. Rob Mitchell, commercial director of SSMG said that the Scottish rope grown mussels, which are independently certified by both the Marine Stewardship Council and the Friend of the Sea, went down a treat with shoppers.

Mr Mitchell said: “The Switch the Fish campaign was a great success and it really highlighted to consumers the fantastic taste of mussels and their simplicity in cooking.”

He added: “The feedback we have had from Sainsbury’s was very positive and we are hopeful that this campaign will have played an important role in ensuring that consumers broaden their horizons when purchasing seafood. We are particularly proud of the sustainability credentials of our Scottish rope-grown mussels, which also seems to appeal to consumers.”

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