Waitrose green policy with ethical fish gives good results

In the UK-Market many customers seek for ethical sources for fresh fish. The English Waitrose stepped into this market by offering only sustainable fish, this step resulted into a growth of 15% in fish sales compared to the last years. The policy also implied froozen fish, which grew with 21% compared last year.

Waitrose has been one of the big sponsors of the movie “The End of the Line” a movie around ethical fishing, afterwards a big press campaign and consumer interest resulted into an increased interest about sustainability.

It is shown that when consumers know more about the reality of the situation, they most want to buy sustainable fish. The retail company only wants to provide this type of fish, meaning that for example swordfish cannot be offered, the company did not find a sustainable source for this type of fish. The ethical fishing policy of Waitrose includes a ban on many species under threat, and on damaging fishing methods.