We contacted Sainsbury's to tell them that they had been shortlisted for a Fit for the Future Award for Innovation. They were nominated by our panel of judges for their strong focus on sustainability and for being proactive in trying to get consumers to try new species. Melanie Sachdeva, Head of Fish at Sainsbury's told Aquaculture Today:

"I am delighted that Sainsbury's has been nominated for this award. We want to lead the way with fresh, tasty, sustainable fish and we will continue to work hard with the industry to achieve these goals."

In light of the retail sector's closer partnership with the seafood industry, pioneering Waitrose have also been shortlisted. They have been working on conservation and sustainability issues for the past 11 years. They are also proactive in the education of consumer's knowledge of fish and try to dispel the myth that seafood is difficult to approach or cook.

Last year Marks & Spencer (M&S) were overall winners of 2006 Aquaculture Today Fit for the Future Awards, for their work with the industry. In the last ten years M&S have evolved their animal welfare and environmental standards for their main farmed species, Atlantic Salmon, choosing only to buy from growers in Scotland to support British Industry and also give them the opportunity to monitor and influence growing standards. In the course of this work, they have sponsored research projects, such as the development of muscle and the effect of diet on fillet texture, led by Professor Ian Johnson of Stirling Institute of Aquaculture.

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