Sainsbury’s has continued its commitment to sustainable fish sourcing, becoming the only traditional big four supermarket to sell fully MSC (Marine Stewardship Council) certified, pole and line caught canned tuna across its own-label range. At the same time, Sainsbury’s own-label canned tuna will become the latest product to be reduced in price.
For the first time, by Sainsbury’s tuna will be included in its Aldi Price Match scheme. With almost 70% of UK shoppers eating tuna, the supermarket stated that the move reinforces its commitment to keeping prices low on the products that shoppers buy most often.
Sainsbury’s recently announced more price cuts to other essential items, reducing the price of own-label bread and butter and milk to reflect a fall in commodity prices.
Sainsbury’s has already committed to all of its seafood sales being independently certified. In addition to its pledge to carry the MSC logo on its own-label range of canned tuna, the retailer is also moving to 100% pole and line-caught tuna, which typically has a much lower environmental impact and supports local fisherman employment. Sainsbury’s has also become the biggest importer of pole and line-caught tuna from the Maldives, where tuna fishing is the number one income in the country after tourism.
Rhian Bartlett, Food Commercial Director at Sainsbury’s, said: “We know that customers want to eat responsibly sourced, high-quality food and we’re committed to helping them buy more sustainable products at affordable prices. We’re really proud that Sainsbury’s has become the only big four supermarket to carry the MSC certification and move to pole and line caught across our own-brand canned tuna and that by investing more, we’re not only supporting our suppliers and fisherman, but we’ve also been able to reduce the cost of own-brand canned tuna for customers.”
