Sainsbury's has become the first UK supermarket chain to install a live mussel dispenser in one of its stores, significantly increasing its mussel sales. Rachel Mutter reports The Pimlico - southwest London - Sainsbury's store sells about 105kg of live mussels a week from its newly installed dispenser.
Anthony McBirnie, Sainsbury's fresh fish trading and retail specialist, first spotted the dispenser at the Brussels' European Seafood Exposition in May.
Says Mr McBirnie: 'It caught our eye as an idea for our stores, but it was the end of the mussel season and it wasn't until we read the August issue of Seafood International and spotted it again that we were reminded and it all went from there.'
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