Oliver and Sainsbury's pressed to apologise over Scottish salmon ads

by Julia Pearlman, Brand Republic 18-Mar-05, 12:00

LONDON - Jamie Oliver and Sainsbury's are being pushed to apologise for taking part in a 'bogus' ad praising a Scottish salmon farm that, according to a protest group, should be shut down for failing to meet environmental standards.

Oliver was criticised by The Salmon Farm Protest Group for taking part in the Christmas ads, produced by Abbott Mead Vickers BBDO, after praising the fish but refusing to serve it to customers in his restaurant Fifteen.

The farm at Loch Hourn has come under fire from campaigners who say they have uncovered more evidence from divers that the bottom of the marine enviroment is barren and the farm should be shut down.

The Salmon Farm Protest Group says that because Sainsbury's claims that it monitors fish farms it uses, it is admitting to "knowingly selling salmon that come from a farm that is destroying surrounding marine life and failing to meet Scottish Environment Protection Agency environmental standards".

The Scottish Environment Protection Agency has issued the company with a warning about environmental degradation of the seabed in the vicinity of the cages.

Bruce Sandison, chairman of The Salmon Farm Protest Group, said: "Jamie Oliver and Sainsbury's should never have agreed to take part in this charade. They should apologise to the public for doing so, rather than try to defend the indefensible."

However, Marine Harvest Group, which owns the Loch Hourn farm, says that it is a well-managed farm with "excellent water quality producing fish of the highest standard".

Ben Hadfield, environment and technical manger at Marine Harvest, said: "Over the past decade we have been closely monitoring the seabed at our Loch Hourn farm in line with SEPA's assessment policy.

"All salmon farms inevitably have a temporary impact on the seabed and Loch Hourn is no different. This impact has been reduced over the years by innovations such as the introduction of mechanised feeding systems, which ensure that little or no fish feed falls to the seabed."

Sainsbury's has responded to the claims by assuring customers that food safety is its highest priority and that out of 46 tests, 43 passed with the three in question to be changed by SEPA.

A spokesman for Sainsbury's said: "Our fresh salmon is produced by approved suppliers and is fully traceable to farms that we regularly monitor and we believe comply with comprehensive welfare, environmental and safety requirements."

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