Sainsbury's to offer free samples of lesser known species and M&S is to promote use in ready meals and frozen foods.

This article titled “Supermarkets bid to get shoppers to switch to sustainable fish” was written by Rebecca Smithers, consumer affairs correspondent, for The Guardian on Monday 13th June 2011 06.00 UTC

UK supermarkets are stepping up their efforts to encourage shoppers to buy fish from sustainable sources in a fresh attempt to alleviate pressure on threatened stocks.

Currently 80% of fish bought by British consumers is one of the ‘Big Five’ staples – cod, haddock, tuna, salmon and prawns. But experts predict that some popular species could be extinct in the wild by 2050.

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