Volume of alternative fish sold is up by 62%, says M&J Seafood

The fish and seafood specialist says volume of gurnard sold have risen by 62% year-on-year. M&J says that since the launch of the TV series 'Hugh's Fish Fight' there has been an increase in awareness of alternative species amongst chefs and restaurateurs, and this has helped drive sales across the foodservice industry. With the second series of Hugh Fearnley-Whittingstall's show now airing on Channel 4, the company expects interest and sales to be maintained. Mike Berthet, director of fish and seafood at M&J said: "We have been promoting the use of under-utilised species to chefs for years and encouraged the ban of sales for endangered fish species. "Our efforts have been given a boost by 'Hugh's Fish Fight' which has highlighted to consumers the size of the issue. Hugh's campaign has encouraged consumers to go into restaurants and try different species." The first series of 'Hugh's Fish Fight' highlighted the need for changes to fishing practices and legislation in order to take the pressure off stocks of the 'big five' – salmon, prawns, haddock, cod and tuna and getting consumers to switch to fish such as dab, pouting and gurnard. The celebrity chef also campaigned against discarding fish and encouraged the general public to lobby to change the rules on quotas.