Celebrity chef Jamie Oliver is backing a new campaign by Sainsbury's called 'Switch to Fish'. The campaign seeks to steer shoppers away from popular choices of fish (cod, haddock, salmon, prawns and tuna) and encourage them to buy less popular varieties such as pouting, coley and megrim. Sainsbury's is offering free samples of the 'alternative fish' and recipe ideas throughout it's stores in England and Scotland via a campaign van which will begin it's tour at London's Broadgate Circle today.
Sainsbury's reports that 80% of fish sales comprise of the 'big five' varieties and that the 'Switch to Fish' campaign is about making a big change in the way that we consume fish products. Oliver also has a section on his website dedicated to helping people to choose healthy and exciting fish recipes and also offers advice about the lesser known fish varieties in this downloadable pdf.
The campaign follows on from the 'Project Ocean' initiative launched by Selfridges earlier this year. Find out more about Project Ocean here.