CorpComms Magazine

Sainsbury's is under way with an eco-drive to encourage the UK public to switch to sustainable fish.

As the UK's biggest seller of Freedom Food fish, supermarket chain Sainsbury's is aiming to change the public's attitude towards greener living, with the support of TV chef Jamie Oliver.

As part of the initiative, an exclusive 'Switch the Fish' van will make appearances in cities, starting in London, travelling onto Bristol, Birmingham, Manchester, Newcastle before finishing in Edinburgh.  It hopes to inspire the British public to dive in and try different, more sustainable fish varieties.

Making its debut at the London Liverpool street branch, customers will be offered a free fish alternative if they ask for one of the five main offenders - cod, salmon, tuna, haddock and prawns. The alternatives - coley, mackerel, megrim, pouting, rainbow trout and hake - taste similar but are more sustainable.

Chief executive Justin King said: 'It's not about eliminating the 'Big '5, but helping our customers to widen their repertoire.'

In 2010 Sainsbury's was named Seafood Retailer of the Year; all its tuna products are now only pole or line caught. The 'Switch the Fish' scheme is a continuation of the supermarket chain's ongoing commitment to sustainability.

Minister of Natural Environment and Fisheries Richard Benyon said: 'This is exactly the sort of thing we've been working hard for in government - sustainable fish stocks and the conservation of our precious marine environment for future generations.'

Fish farms have a negative impact on the environment, and greenhouse gas emissions, excess energy demand, biotic depletion stemming are just some of the problems. Pushing for more sustainable fishing methods and produce goes some way towards eradicating the farms and related environmental damage.

share me: del.icio.us | digg | reddit | Tweet