Jempson's has reported a surge in sustainable fish sales after signing up to Hugh Fearnley-Whittingstall's Fish Fight campaign against discards.

The Sussex-based Nisa-Today's and Budgens retailer said that since becoming one of the first retailers to sign up and support the campaign, which launched in January, sales of coley were up by more than 100% and sales of pollock were up by more than 130%. It also distributed recipe cards and held in-store tasting sessions.

"We feel that discarding perfectly good fish due to legislation makes no sense," said director Andrew Jempson. "We wanted to help raise awareness of diminishing stocks, especially due to our proximity to the fisheries at Rye and Hastings."

Jempson's was the star of the Good Food Channel's Market Kitchen Big Adventure last week.