Pollack sales rise, as public gets message on cod

With cod stocks under threat from over-fishing, British shoppers are turning to a cheap and abundant alternative that has won the backing of leading chefs.

Sales of pollack have surged by 44 per cent in the past six months on the back of celebrity support and the increase is gaining pace, according to figures from the industry body, Seafish. Although still only one tenth those of cod, pollack sales almost trebled to £2.6m in the four weeks to 6 October.

The chef Hugh Fearnley-Whittingstall extolled the virtues of battered pollock and chips on the Channel 4 show River Cottage's Gone Fishing last night, while the former Masterchef winner Thomasina Miers made a pollock stew on the BBC's Saturday Kitchen. Gordon Ramsay has also publicised recipes using the fish.

Major supermarkets are beginning to stock pollack, with much of the supply certified sustainable by the Marine Stewardship Council. From this month, the fast-food chain McDonald's is making its fish burgers out of pollack rather than New Zealand hoki.

There are two species, the Alaskan or Pacific pollack and the species found off the West Country coast. Up to 99 per cent of pollack sold in Britain now comes from Alaskan and Pacific fisheries but the British type is becoming popular too, thanks to public support for the Cornish fishing industry.

Marine biologists hope that one day the new-found popularity of pollack and other species such as dab, megrim and gurnard will take pressure off struggling species such as haddock, skate and cod.

Seafish said the growing taste for pollack was a sign that the public was getting the message about the need to shop for fish sensibly. Its head of environment, Phil MacMullen, said: "The increase in popularity of pollack is a great sign that consumers are becoming more aware of the importance of responsible sourcing. Pollack is an ideal alternative to other members of the cod family, so shoppers only have to make a very minor change to make a real difference to fish stocks."

He described pollack as a bland, white fish that flaked easily. "It's a good alternative to cod. It takes a sauce well," he added.

In August, Bird's Eye announced that it was putting Alaskan pollack in place of cod in some of its fish fingers.

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