Sainsbury’s has welcomed the CFP reform proposals outlined by the European Commission.
Sainsbury’s comments come off the back of its successful Switch the Fish campaign, the boldest move yet by any UK retailer to encourage customers to widen their fish repertoire and make more sustainable choices by encouraging the consumption of alternative fish.
Sainsbury’s is the largest retailer of Marine Stewardship Council (MSC) certified sustainable fish in the UK and sells over 80 products carrying the MSC logo, from fish counters to ready meals.
Ally Dingwall, Sainsbury’s Aquaculture and Fisheries Manager said:
“We welcome the proposed reforms set out today by the European Commission. 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. Today’s reforms represent a move in the right direction and will incentivise 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.
“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.”
On 17 June, in a UK first, Sainsbury’s Switch the Fish campaign offered customers asking for one of the ‘Big 5’ species of cod, haddock, tuna, salmon or prawns from its fish counters a portion of an alternative, lesser known species for free.
Such was the success of the campaign by midday on the 17th, week on week sales of all fish on counter were up 12% in volume and 7% in value.
