British trout has received a resounding seal of approval from Sainsbury's after the supermarket chose it as one of five alternative species to be promoted in its Switch the Fish campaign.
The campaign which commenced in London on 17 June will end in Edinburgh on 22 July.
Following the precedent set by C4's Great British Fish Fight, the campaign aims to encourage customers to enjoy new varieties of fish - including rainbow trout - by offering them the opportunity to try for free when making the switch from 'The Big 5'; salmon, cod, haddock, tuna and prawns.
In the first week of the campaign six tones of sustainable fish was given away by the retailer, with trout forming the largest share of this at 22 per cent, and British Trout Association members are already reporting an increase in demand for farmed rainbow trout fillets with a significant increase in sales recorded.
This bold move has been welcomed by the British Trout Association, as another example of high quality British trout being advocated as an alternative to other species currently under threat and a means of protecting the oceans' resources.
David Bassett, Chief Executive, British Trout Association commented: "It's fantastic to see Sainsbury's supporting rainbow trout in its Switch the Fish campaign and our members are already reporting an increase in demand for trout fillets which is very positive for the industry in the UK."
"Consumers all too often stick with what they know, so it's refreshing to see a major supermarket get behind species like trout, and help make this delicious and sustainable fish a more common feature on the nation's shopping lists."
"The increase in sales and customer demand is the practical manifestation of policy drives towards a more sustainable consumption of fish, as witnessed recently with the launch of the Reformed Common Fisheries Policy (13 July 2011) with a clear endorsement for farmed fish."
For further information on the campaign please visit www.sainsburys.co.uk/fish.
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