Knowing your fish

Other highlights of the survey found that 30.75% of non M&J consumers said that environmental issues around fish and seafood were an interest to them when buying their goods, but it was not an influence. On the other hand, 61.8% of all M&J customers said that these issues did influence their buying decisions. Consumers were then asked where they look for information on whether a species they want to use is sustainable or not. Some 42.5% said the internet and 42% responded with their supplier. Taking a step further, respondents were then asked who they trusted most to give them information on the best sustainable choices. 'My supplier' was proven to be the most relied upon source of information at 61%, and over 85% of M&J customers agreed. There was even evidence of a lack of trust for peers and specialist bodies, with only 11% trusting other chefs, 15% fishermen and 11% specialist organisations. Questioned about if they ever included information on their menus about where their fish is from and how it is caught for example, two thirds of the poll said they didn't, while one fifth did. Of M&J's customers, 67.6% occasionally did, while 19.4% didn't. They were then asked if they knew that adding such information would add value to their business and customers' experience. Three quarters said they would add something to their menus, as did 94.5% of M&J customers. In addition, people were asked how often their customers quiz them about the sustainability of fish and seafood on their menus. Results show that M&J customers and independent hotels, restaurants and pubs all reported an increase in receiving daily and weekly queries, while workplace caterers experienced a smaller rise. All respondents were also asked if they had tried specific unfamiliar species on their menus. There was a good degree of trail for species including pollack (61%), squid (59%), and whiting (52%). Some 82% of M&J customers had tried squid on their menus, followed by pollack at 82% and grey mullet at 62%. The least tried species were megrim and pangasius at 87%, tilapia at 83%. M&J customers ranked megrim, albacore tuna and gurnard as the least used species with 66%, 63% and 60%. Finally, participants were asked about what methods could help them best sell more sustainable and unfamiliar species to their customers. Some 77% believed that well briefed and clued-up staff was vital to them helping sell more sustainable species. Mike Berthet, group director of fish and seafood, said: "At M&J we believe chefs and suppliers have an enormous role to play in supporting the sustainable management of our fish stocks, and as suppliers we are in a prime position to educate them" He continued: "Sustainability is at the heart of everything that we do at M&J. We very much see chefs as the gatekeepers of the seafood industry and we as suppliers, are the locksmiths. It's our responsibility to provide the support that chefs need to make informed, sustainable choices, and drive uptake amongst consumers. "If we give them the knowledge and tools they need to educate their customers, then we can help slow down and reverse over fishing and bring commercial benefits to all."