Sainsbury’s offers free fish as part of ‘Switch the Fish’ campaign
Sainsbury’s to give away up to seven tonnes of lesser known fish as part of its ‘Switch the Fish’ campaign, which encourages shoppers to make more sustainable choices.
Now in its third year, ‘Switch the Fish Day’, which kicks off today (14 March) will see the supermarket offer customers a free portion of a lesser known alternative when they ask for one of the ‘big five’, which includes cod, haddock, tuna, salmon and prawns.
Throughout the three-week campaign, all Sainsbury’s fish counters will also offer customers a free ‘Switch the Fish’ booklet with recipes and tips for cooking and preparing fish.
Judith Batchelar, director of Sainsbury’s brand said: “As the number one retailer of MSC certified sustainable fish and largest supermarket for RSPCA Freedom Food sales we are committed to sourcing fish responsibly. We know it’s important to our customers and paramount to being able to sell fish in the future.
“For us, Switch the Fish is much more than just one day, as all five of our alternatives will have 20 per cent off for three weeks from 12 March as part of helping to change the nation’s fish eating habits.”
The campaign forms part of Sainsbury’s ‘20x20’ sustainability plan which is made up of 20 stretching goals that Sainsbury’s has committed to achieve by the year 2020.