The supermarket, which already claims to offer the widest selection of Marine Stewardship Council-certified fish, has now pledged to remove endangered fish from shelves, starting with skate and huss. Swordfish, marlin and Dover sole are set to follow.
In aquaculture, Sainsbury is working
towards changes to ensure best practice in salmon farming, including feed, welfare and environmental impact.
In order to take the pressure off mainstream species, Sainsbury is introducing a rolling monthly programme under its New In Season banner that encourages shoppers to buy different fish.
New In Season counters are this month selling Torbay Sole, with Gurnards following next month, red mullet in April and Pacific halibut in May.