Employment, trading, animal husbandry and environment. He said that retailers had an 'ethical' responsibility to provide customers with fish which meet their demands in terms of quality, variety and high standards of the branded fresh fish products on sale. However, he added, consumer demands are continually evolving and customers are increasingly looking to get better quality for less value. It is up to the fish farmers to live up to these standards, Mr Cooke commented.

The Tesco executive said that consumers are today concerned about the way in which animals are reared for food.