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Waitrose to promote sustainable fishing

by Nicola Clark, Marketing 20-Mar-07, 08:30

LONDON - Waitrose is increasing its emphasis on sustainable foods with a promotional drive focusing on fish.

It is the latest attempt by the supermarket to demonstrate its green credentials in the light of growing concern over health and the environmental impact of consumer culture.

A 24-page magazine created by customer publishing company John Brown, Very Useful Guide to Fish, will be distributed for free in Waitrose stores and with The Guardian on 24 March.

Waitrose's ethical fish-buying policy and in-store fish specialists will also be promoted in a dedicated TV campaign, created by MCBD. The activity is intended to tackle consumers' reluctance to buy fish - not only because of concerns about sustainability, but also because many do not know how to cook it.

According to the Marine Conservation Society, supermarket chains account for 80%-90% of all retail sales of fresh fish and shellfish in the UK, up from just 10% in 1982. As sourcing has come under greater scrutiny, a number of supermarkets, including Sainsbury's, have introduced labelling to rate the sustainability of their fish.

The MSC rates Marks & Spencer as the top supermarket for sustainable seafood, followed by Waitrose. The lowest-ranked stores are Lidl, which failed to provide any information about the origin of its products, and Iceland.