Big Tick winner in 2008

Sainsbury's - Fish for now, fish for the future

John Lewis and Waitrose Supply Chain Award

The UK market for fresh fish is growing rapidly, yet the popularity of some fish species has led to over fishing and depleted stocks. The United Nations estimates that three quarters of commercial fish stocks are fully or over-exploited. Sainsbury’s, as one of the largest fish retailers in the UK, recognised that it needed to take a leadership position in developing sustainable sourcing of fish.

Processes

The company worked with the Marine Conservation Society (MCS) to develop a decision making tool that would rate the sustainability status of the different fish species that it carries, using a traffic light system. It then removed all fish that were rated as ‘red’ from its shelves, and were able to identify that its five top selling species (cod, haddock, tuna, prawns and salmon – together representing 80% of sales) were all classed as ‘amber. Sainsbury’s set the target of moving these best selling species to the category of ‘green’ by 2010.

Alongside its own sustainability rating system Sainsbury’s also committed to support Marine Stewardship Council (MSC) certification, which represents the gold standard in sustainable fishing practices. It set the target to double sales of MSC-certified fish by 2009.

By taking a leading approach to its sourcing of fish, Sainsbury’s is securing the long term future of those employed in the industry and protecting fish as a popular, sustainable food source for years to come.

Impact

Sainsbury’s has been the first UK retailer to stock tuna that meets MSC certification standards
It has been the first to launch 100% line-caught cod and haddock.
It was the first to develop its own ‘Responsibly Sourced’ Scottish salmon
Sainsbury’s has also become the largest retailer of MSC-certified fish in the UK, both in terms of range and turnover
As a result of its actions, quality of seafood offered by the store has improved and its market share has risen. Share of cod has risen from 19% to 21%, and haddock from 26% to 28%