Sainsbury's

The John Lewis & Waitrose Supply Chain Award, recognising companies that can demonstrate innovation and impact across their supply chain.

Award Winners : Sainsbury's

 

Sainsbury’s have developed a straightforward and effective approach to monitoring the sustainability of the fish they sell. Their deceptively simple traffic light system provides a framework to help them improve. They’ve created a fully integrated end-to-end solution and are changing the way they market their products to the consumer."

In response to UN estimates that three quarters of commercial fish stocks are over-exploited, Sainsbury’s, with nearly 28% of UK fish sales, worked with the Marine Conservation Society (MCS) to develop a tool rating the sustainability status of different fish species, using a traffic light system in their Fish for Now, Fish for the Future initiative. It removed all fish that were rated as ‘red’ from its shelves, and was able to identify that its five best selling species (cod, haddock, tuna, prawns and salmon – representing between them 80% of sales) were all classed at ‘orange’. Sainsbury’s set the target of moving all of these best sellers to the category of ‘green’ by 2010. It also took the decision that this target would be met without extra cost to customers.

Impact:-

• Sainsbury’s has been the first UK retailer to stock tuna that meets Marine Stewardship Council (MSC) certified standards, the first to launch 100% line-caught cod and haddock, and the first to develop its own sustainably farmed Scottish salmon
• Sainsbury’s market share has increased – share of cod has risen from 19% to 21%, and 26% to 28% for haddock
• Sainsbury’s sourcing policy ensures a sustainable supply of fish at a time of growing pressure and, long term, protects the future of fish as a profitable product for consumers.