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The Big Fish Fight

Article: 

The Big Fish Fight

Published: 

April 01, 2011

At Morrisons we share our customers’ passion for fish.

That’s why we have made sure customers can choose from more than 50 varieties of fish and with 1200 fully trained fishmongers in store, there is always helpful advice on hand. In fact, we have more fishmongers working in our stores than any of our competitors.

Where does my fish come from?

Not only do we have more fishmongers in store, we are the only major British supermarket to label our fresh counter fish with where and how it was caught. This enables our customers to make well informed decisions about the fish they buy. Our fish counters themselves are certified under the Marine Stewardship Council (MSC), which recognises well managed fisheries. Wild Alaskan Salmon, Mackerel, Cape Hake, Sardines, Herring and Dover Sole are all sourced from MSC certified fisheries when in season.

Why not try something a little different?

In response to The Big Fish Fight on Channel 4, and helped by hints and tips from our in store experts, we are already seeing our shoppers buying more unusual fish and moving away from the nation’s favourites. Sales of our recommended alternatives have grown, for example Trout, Pouting and Mackerel. Demand for Coley, Dab and Mussels as well as other varieties of fish and seafood have also seen renewed interest and demand. We have stocked all of these varieties of fish for a number of years.

Improving fishing practices

Morrisons works with a number of organisations including the Marine Conservation Society, Marine Stewardship Council and Seafish. These organisations, amongst other things, work to improve fishing practices and focus on specific issues such as discards. By working with these organisations, our Fish Buyers are able to buy seafood caught only using methods which are the least detrimental to the well-being of the marine environment. Recently, for example, we have increased the amount of pole and line caught tinned tuna we sell and work is ongoing to increase this across our range. Customers will see this reflected in the labelling of products going forward.

We recognise the impact our sourcing policies have on the world around us, and will continue to strive to meet our customer’s expectations for high standards of quality and responsible sourcing.

You can find out more by visiting our policy page.