Tesco expands its range of sustainably caught fish to 60 from 40; all new varieties will be caught in and around British coastal waters

Cindy Allen

Cindy Allen

Oct 15, 2012 – Tesco PLC

CHESHUNT, England , October 15, 2012 (press release) – Tesco launches 'Catch of the Day' to help customers choose sustainably caught fish

Soaring sales of sustainably caught fish to environmentally-minded shoppers has prompted Tesco to next week (Mon Sept 15) increase its range of alternative varieties by a third.

Under the scheme called Catch of the Day, the supermarket will increase its range of seasonal fresh fish from 40 to 60 varieties, to offer the widest range on UK high streets.

Amongst the new, sustainably caught seasonal lines being brought in next 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
  • 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 canbuy alternatives to the big five species - cod, plaice, salmon, haddock and prawns - and help take pressure off endangered species.

"Last year we launched a training programme for our fish counter staff in order to encourage and advise customers about trying new species of fish which has already proved a great success.

"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.

In the last 52 weeks the supermarket has seen the following year on year sales rises for fish caught from sustainable sources:
  • Lemon Sole fillets - 400 per cent uplift
  • Dyed kippers - 259 per cent
  • Bass fillets - 150 per cent
  • Whole gurnard - up 130 per cent
  • Seabream - up 125 per cent
  • Scallops - up 120 per cent
  • Monkfish tails - up 70 per cent
  • Cornish sardines - up 60 per cent
  • Mackerel - up 50 per cent

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