WM Morrison Supermarkets Plc

WM Morrison Supermarkets Plc

October 07, 2005 05:56 ET

Morrisons Make Seafood Easy

BRADFORD, ENGLAND--(CCNMatthews - Oct. 07, 2005) - Do you know your Kipper from your Carp or your Sardines from your Salmon? And what about the health benefits of each? That's what we asked our customers in a recent in-store survey.

To help shoppers get to grips with Grouper and understand the health benefits of Herring, Morrisons have produced an exclusive "Fresh Seafood" booklet to educate shoppers and encourage them to celebrate this year's Seafood Week (7-14th October).

Fish is one of the most valuable sources of protein, vitamins and minerals to include in a balanced diet and the FSA advise that everyone eat 2 portions a week for these reasons. The fourteen page booklet includes information about the choice of fish available, describes different cuts of fish, recipes and cooking instructions; it details the essential health benefits and aims to help customers feel more confident about seafood.

Andy Speight, Fish Specialist for Morrisons said, "More often than not the fishmongers are just asked to fillet and prepare fish but customers should remember that we're there to assist them - our job is to help shoppers be more at ease when dealing with seafood."

"The top three reasons preventing people from trying different varieties of fish are not knowing how to prepare it, whether there would be complicated cooking instructions, or how many bones it might have. We want to encourage customers to try different varieties; we hope that our services and this booklet will help make it easier for those who don't know their Halibut, from their Hake."

With over 40 different varieties of fish and a fully trained fishmonger in every store, Morrisons seafood counter is unique. The range includes traditional favourites such as Haddock, Cod, Mackerel and Plaice through to more exotic species such as Red Snapper and Tilapia.

Each fishmonger is skilled and qualified to give advice on selection, preparation and cooking times, so what better time than Seafood Week to make sure 'fish is the dish of the day'.

'The Fresh Seafood Leaflet' will be launched into all Morrisons stores nationwide. It is free of charge to customers, as part of their programme to support Seafood Week it has been prepared with the help of key suppliers and The Sea Fish Industry Authority (Seafish).

Seafood Week, 7-14th October is supported annually by Morrisons helping to highlight the UK's largest celebration of seafood.

Other activities taking place for Seafood Week
* Brain Food Campaign children from 20 stores in various regions are being invited into schools to meet the fishmonger. They'll be educated about the range and different varieties of seafood on the counter at Morrisons and about the importance of eating fish regularly.

* Regional demonstrations will be taking place so that consumers can sample different type of fish in their local stores.

ENDS

Notes to Editors
Morrisons the UKs 4th largest supermarket started life as a family run business in the northern markets. Even though the egg and butter market stall has long gone, the family beliefs of quality, value and service are still evident in today's business. Following the 2004 takeover of Safeway, Morrisons has a turnover of GBP12.1 billion whilst nationwide there are over 400 stores and more than 150,000 employees. Morrisons still has a family member at the helm, in the UK's longest serving FTSE100 chairman Sir Ken Morrison.

Morrisons unique approach to food retailing is evident in all areas of the supply chain. It maintains a high degree of vertical integration and manufacturing, packing and distribution operations are all owned by the company. This helps Morrisons understand the needs of farmers and producers, while also giving its customers quality and value.

Morrisons stores are visited by around 10 million customers a week. They return week after week because of the quality range of branded and own branded goods. These include both a premium range called The Best and healthy eating products under the Eat Smart name.

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