The rise is the result of the ‘Fish Fight’ campaign which encouraged retailers and suppliers to create a market for smaller by-catch species by luring consumers away from the big five – salmon, prawn, haddock, cod and tuna.
As a result of the campaign, mackerel as well as alternatives to cod and haddock have been particularly popular, Waitrose said.
Since January, its Cornish Pollock sales have soared by 207 percent, while sales of Cornish brill fillets have risen by 64 percent. Sales of Anglesey seabass fillets and Icelandic whiting fillets are up 31 percent and 35 percent respectively.
Sales
