November 19, 2007

Pollock rises as British favourite with 44 percent sales increase 

Sales of pollock rose by 44 percent in the past six months and became a British favourite, as it is also an ideal alternative to cod.

Sales in September were worth US$15.97 million, compared to US$11-million sales in April. Consumers like pollock because it tastes like cod, which is under threat from overfishing, and is cheaper per kilogramme.

Dave Audley, president of the National Federation of Fish Friers, said the name of the fish alone raises a laugh and everyone seems to cheer up. He explained that most fish and chip shops were now trying pollock, which lives in British waters.

Pollock's popularity is set to grow further as Hugh Fearnley-Whittingstall, the TV chef, is to acclaim the virtues of battered pollock and chips in the next edition of his River Cottage: Gone Fishing programme on Channel 4. Thomasina Miers, another celebrity chef, is due to cook pollock stew on Saturday Kitchen on BBC1.

British supermarkets, Sainsbury's and Tesco already stock pollock while Waitrose will add line-caught Cornish pollock to its white fish range in January.