News

New Report shows that sustainable fishing concerns are still having little influence on Scottish shopping habits

9 September 2008

Plenty More Fish In The Sea

A new report by Waitrose and the Marine Conservation Society published today [9 September 2008] has revealed that some of the most plentiful and ethical fish available in our oceans have yet to win favour among Scottish consumers.

Despite the plethora of fish available within UK waters, the You Gov survey reveals that Scottish consumers are still sticking to a tried-and-tested palate of seafood, rather than casting their nets more broadly.

When asked to name their favourite fish, nearly three quarters of respondents named just four different species; haddock, prawns salmon and tuna. Only 7% of Scots named cod, the favourite fish of other UK consumers (16% said it was their favourite).

The humble mackerel – one of the most abundant and good value fish and once widely eaten across Scotland - was named as the favourite catch of only 6% of Scottish consumers.

Scottish shellfish was shown to be one of the country’s untapped food resources. The research showed that mussels, oysters and langoustine still rarely make it on to shopping lists. Only 3% of respondents had cooked with oysters, 9% had cooked langoustines, and 20% had cooked mussels, despite the abundance of these species in Scottish waters. Significantly, Scotland is home to the world’s largest langoustine fishery and Scottish vessels land 75% of the UK quota share, yet 95% of the catch is currently exported abroad.

The good news is that the vast majority of Scottish consumers had a good knowledge of the meaning of ‘sustainable fishing’: more than three quarters are aware that sustainable fishing means sourcing fish from well managed fisheries, which is caught using methods that minimise impact on the marine environment. And nearly four in ten Scots surveyed – the highest figure in the UK - .are concerned about the amount of food miles involved in buying and eating imported fish.

Nearly half the Scots shoppers questioned were still buying warm water prawns, even though the majority of those on sale in Scottish supermarkets come from unsustainable fisheries.

Encouragingly Coley, which is plentiful and sourced from sustainable fisheries, is fast capturing the public attention, according to the survey. Waitrose is also seeing growing sales of Pollack, when in season.

For more advice on which fish can be consumed with a clear conscience, consumers can visit the the Marine Conservation Society’s dedicated website www.fishonline.org. This reflects the latest scientific advice on fish stocks and gives consumers a comprehensive list of fish that should be eaten and fish that should be avoided.

Jeremy Langley, Waitrose’s specialist fish buyer, said:

“This research shows that knowing what is sustainable and what’s not is still an absolute minefield for UK consumers.

“At Waitrose we’ve made it easier for consumers by ensuring that all the fresh and frozen fish that we sell is from a sustainable source. We insist that it’s from a well managed fishery, caught using methods that minimise the impact on the environment and is not a species that is considered to be under threat. In addition we don’t source any fish on the Marine Conservation Society’s list of fish to avoid.”

“In the midst of the credit crunch the good news is that eating ethically doesn’t have to have to cost the earth. Species like mackerel and sardines are widely available in Scottish waters – so as well as being highly sustainable, they’re also easy on the wallet.”

Sam Wilding, The Marine Conservation Society’s Fisheries Officer, said:

“Whilst it is clear that the majority of consumers are aware of the need to source sustainable seafood, many continue to unknowingly buy seafood from over fished unsustainable sources.

“At MCS we provide detailed information on the sustainability of over 150 popular species available to the UK consumer through our website, www.fishonline.org, which is summarized in our Pocket Good Fish Guide. MCS aims to help and encourage consumers to make the right sustainable seafood choice for our seas and our future by using these resources.”

For more information please contact Giselle Dye or Esther Black, Pagoda PR, 0131 556 0770 or esther.black@pagodapr.com or Giselle.dye@pagodapr.com
Or
Gill Smith, Senior PR Manager, Waitrose, 01344 825165