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Get your free copy01 August 2011, 09:38 AM
- Sales of mackerel have soared 14% at supermarket fish counters in the wake of Hugh Fearnley-Whittingstall's Fish Fight campaign
Demand for both fresh and tinned fish has increased in the five months since the TV chef launched the ‘Mission Mackerel’ scheme to encourage consumers to eat more of the fish.
According to Kantar Worldpanel, value sales increased 14% to reach £41.2million compared with the same period last year. The figures come as retailers gear up for the sequel to the popular show, Hugh’s Big Fish Fight Update, which is scheduled to run next week.
David Bell, commercial director of Young’s Seafood, said that the Fish Fight had been crucial in raising consumer awareness. “We’re having more conversations with customers about options for different mackerel products,” he said.
Mr Fearnley-Whittingstall said he was pleased to see sales increasing, but warned that stocks need to be managed sustainably. “If it’s plundered for industrial purposes, it will soon be in the same troubles as other vulnerable species,” he said.
