Asda nets pounds 1.5m fresh cod deal

ASDA yesterday launched an unusual deal with four Grimsby trawlermen to supply over 100 Asda stores with fresh cod.

The deal guarantees pounds 1.5m a year to the owners of the four boats in the Asda fleet, irrespective of market prices. Due to maritime superstition about the colour green, the "Asda ensign" the fleet will fly under has been changed to blue and white instead of the company's green and white corporate colours.

Chris Hodgson, category manager for fish at Asda, is pictured with the crew of Jubilee Quest, one of the four trawlers.