Waitrose Sales Showcase British Seafood Revival

Sales of British seafood have tripled over the last six months at Waitrose, as customers fall back in love with clams, cockles, oysters and more. 

In July, Waitrose became the first major UK supermarket chain to sell MSC certified British clams and cockles from the Dorset Shellfish Company, one of the leading specialists in the country and key supplier to some of the top restaurants in the UK. Clam sales were so successful, selling over double what was predicted.

Sales of fresh oysters and mussels have also increased by 74% and 25% compared to last year and searches for ‘Seafood’ on Waitrose.com* have increased by 209%.

Both oysters and mussels are great sustainable seafood options and thanks to careful growing and harvesting techniques the population has been built up and they act as a natural filter improving water quality.

Andy Boulton, Waitrose Fish & Seafood Buyer says, “It’s brilliant to see so many of our British seafood products doing so well over the last six months. The quality of British seafood is second to none and we’re so glad we can help support our local fishermen through a really tough period. In my opinion you can’t beat beautifully fresh Scottish oysters served with a little bit of hot sauce and better still they are a sustainable and affordable option.”

It’s not just British seafood which has seen a surge in popularity, this year Waitrose has launched over five different native British fish including Coley and Whiting all classified with the MSC logo and has a further 10 British fish and seafood on the fish counter. Standout sales have been Sardines (+128%), Whole Brill (125%), Whole Herring (41%) and Dover Sole (26%)

Waitrose has recently been awarded the MSC UK Fish Counter of the Year for the third year running, the only retailer to do this.