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This Friday (Jan. 25) UK retailer J. Sainsbury will be giving away seven metric tons of lesser-known British fish to shoppers for free, as part of its drive to encourage customers to eat alternative species.

If a customer asks for one of the big five species sold in Britain -- namely cod, haddock, tuna, salmon and shrimp -- they will be offered to get one portion of either Marine Stewardship Council (MSC)-certified Cornish sardines, Scottish coley fillets, lemon sole from the southwest of Britain, farmed loch trout from Scotland, or MSC-certified Scottish mussels instead.

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