As the only retailer to stock over 50 species, which are all fully sustainable, the retailer is especially proud of its fresh fish. Great care is taken in sourcing the best quality, which is why all fresh and smoked Scottish Salmon sold from the fresh fish counter will now be Freedom Food accredited.
Bearing the Freedom Food label, customers can be assured that the Salmon they are buying has passed through the high standards of the only UK farm assurance scheme dedicated to improving farm animal welfare.
John Akehurst, Freedom Food, comments: “It’s encouraging to see a large retailer such as Morrisons continue to support the Freedom Food scheme. Customers get great tasting produce, safe in the knowledge that extra care has been taken into the welfare of the animal.”
Matthew Bailey, Fresh Fish Buyer for Morrisons, adds: “We are renowned for our fresh fish offering and our fully trained fishmongers continue to prepare fish and give customers advice daily - this only goes to strengthen our 100% sustainable fresh fish policy.”
All fish in store is 100% sustainable and never previously frozen. Morrisons is the only retailer to label each fish on the fresh fish counter with full traceability detail; including scientific name, catch method and area where the fish was caught. The labelling scheme is also supported by the Marine Conservation Society (MCS).
– Ends –
Notes to Editors:
• Salmon remains the number one choice of fresh fish for Morrisons customers.
• Morrisons' Freedom Food labelled 'Scottish Organic Salmon Fillet' is also certified by the Soil Association.
• All of our fish counters have been certified under the Marine Stewardship Council (MSC) Chain of Custody traceability programme to sell products from certified fisheries. This certification ensures that all stages of the supply chain, from catch to counter, are certified, enabling full traceability and demonstrating the provenance and quality of the fish we well. It also offers reassurance to our customers that our fish is 100% sustainable
• We have traceability procedures in place with all our suppliers and we have a clear specification of our requirements when sourcing fish, which suppliers must adhere to
• All of our fresh fish are kept on ice and the ice is refreshed throughout the day, therefore maintaining the correct temperature. All fresh fish sold on our counters is never previously frozen
• We are the only retailer to have over 800 fully trained fishmongers working throughout all 375 of our stores
• Each of our fishmongers has been through a fish training scheme which is bespoke to Morrisons and has been developed by our Company Fish Trainers and Regional Fish Trainers, this is then followed up by a 10 week ‘on the job’ training programme
• MSC certified species available on the fresh fish counters at Morrisons include Cape Hake, Mackerel, Dover Sole and Wild Alaskan Salmon, when in season
• We are the only retailer to label each fish on our fresh fish counter with full traceability detail; including scientific name, catch method and area where the fish was caught. The labelling scheme is supported by the Marine Conservation Society (MCS)
