Hugh Fearnley-Whittingstall‘s Fish Fight, a journey to find out what is really going on at the industrial end of our fisheries, has created a reaction in major food and supermarket brands of tidal wave proportions.
In June, both Sainsbury’s and Marks & Spencer launched their respective Switch the Fish and Forever Fish campaigns, focussed on encouraging sales of overlooked varieties, often caught and thrown back into the sea dead due to EU fishing quota, like coley, pouting, rainbow trout, hake and megrim, instead of the popular, over fished choices such as cod.
Now, Young’s has teamed up with global food sensation Jamie Oliver, a high profile supporter of the Sainsbury’s campaign, to launch a range of 12 frozen seafood products, which have been sourced from sustainable alternatives to haddock and cod.
A great example of celebrity influencing consumers, consumers influencing politicians and brands and a great idea in general. The range will hit supermarket shelves in September.