With 80% of fish sales currently made up of the ‘Big 5’, Sainsbury’s believes this is the boldest move yet by any UK retailer to encourage customers to widen their repertoire in fish and make more sustainable choices.
Taking Channel 4’s Great British Fish Fight a step further, this unprecedented move allows customers to try varieties such as pouting, megrim, coley and mackerel, in a risk-free way helping to alleviate pressure on declining fish stocks and reduce waste from fishing.
Source: Sainsbury’s
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