UK retailer Morrisons is on a mission to reinvigorate sales of British rainbow trout, after consumption of the species has been on the decline for the last decade.
Sales of the fish have dropped by nearly 10 percent over the last five years and should this trend continue the nation will have stopped eating the fish completely within 17 years, Morrisons fishmongers have warned.
In response, Morrisons is trying to stem this decline by stocking only British rainbow trout on its counters, reported Cheshire Today.
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