M&J Seafood, part of the Brakes ](http://www.brake.co.uk/)group of food service distributors, has achieved record sales of under-used, sustainable fish species since launching its Sustainable Hero promotion in January.
Sales of dab alone (a popular alternative to more threatened flat fish such as plaice and lemon sole) soared by 593% in March. Since the promotion began, M&J has seen sales of coley soar by 47%, megrim by 21% and dab by 96%.
"The Sustainable Hero initiative introduces a different species of sustainable fish each month, with information on how it tastes, how it's prepared and what its benefits are compared to other well-known counterparts," explained M&J head of marketing Clare Twiss.
"Communicated through our monthly offers mailing, Splash, customers are then able to make savings by selecting the Sustainable Hero of the month. The initiative helps chefs to expand their menus and offer new and diverse species of fish, in a cost-effective way. It will help sustainable fish to become the norm and not the exception."
To arm caterers with the skills and knowledge needed to prepare, handle and cook sustainable species, M&J has posted 27 masterclass videos on its website, along with a further 17 recipe videos, with more to follow.
The group also launched the largest range of Friend of the Sea-accredited fish and seafood products available to the food service sector this year to complement its 90-plus selection of Marine Stewardship Council-approved lines.
By Angela Frewin
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