Waitrose to promote sustainable fishing
LONDON - Waitrose is increasing its emphasis on sustainable foods with a promotional drive focusing on fish.
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.
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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.
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- Food |
- FMCG |
- Sales Promotion |
- Marketing |
- Retail/Wholesale
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