UK supermarket Tesco is launching a new scheme called ‘Catch of the Day’ and will increase its range of sustainably caught fish by a third.
Under the scheme the supermarket will increase its range of seasonal fresh fish from 40 to 60 varieties, which Tesco says is the widest range on UK high streets.
Amongst the new, sustainably caught seasonal lines being brought from this week are fresh octopus, Dover sole and fresh squid.
Other new lines that will be sold by the supermarket as they become available are: wild turbot, black bream, witch soles, brill, grey mullet, fresh cuttlefish, and anchovies.
All of the new fish varieties will be caught in and around British coastal waters, particularly in the south west of England.
Fish counter staff at Tesco have undertaken a training course on the new varieties so that they can offer customers preparation tips.
Tesco fish specialist Gary Hooper said: “Through the Catch of the Day initiative we aim to offer customers far more choice than they’ve ever had before so that they can buy alternatives to the big five species – cod, plaice, salmon, haddock and prawns – and help take pressure off endangered species.
“We think that given more choice and encouragement such as preparation and cooking advice many shoppers will be ready to try something new. This move will also benefit British fishing fleets.”
Tesco’s campaign to encourage shoppers to try new fish varieties is already showing strong results and in the last 52 weeks the supermarket has seen the year on year sales rise for fish caught from sustainable sources, such as a 400% uplift in lemon sole fillets and dyed kippers up 259%.
