Dame Anne visited Sainsbury’s on Friday to encourage customers to continue to broaden their appetite for fish beyond the ‘Big Five’ species of cod, haddock, tuna, salmon and prawns, which currently makes up 80% of all the fish Brits consume.
When a customer asks for one of the Big Five species at the fish counter on ‘Switch the Fish Day’ they can try a lesser known alternative for free. The launch builds on the success of Sainsbury’s first ‘Switch the Fish Day’ in 2011 which saw sales of fish soar by 12% across fish counters on the day.
Dame Anne said: “I eat quite a lot of fish and enjoy eating a range of varieties when they are offered in a restaurant. However, when it comes to me buying fish for me to cook myself, I am guilty of sticking to probably only half a dozen species.
“That’s why I am delighted to support Sainsbury’s and their campaign to encourage customers to choose sustainable varieties of British fish. I am also looking forward to learning some new recipes from staff on the fish counter.”