Potted Fish Company secures listing with 50 Sainsbury’s stores

Potted crab

Devon based business, Potted Fish Company has secured a listing with Sainsbury’s. From February 2012, shoppers will be able pick up the tantalising tastes of ‘Old English potted crab’ and ‘Smoked mackerel with horseradish’ from stores across South England.

Founded by food lover Jonathan Bailey when we was a teenager, the locally run fish company has since had a strong year selling through local markets, delis and specialist shops across the South coast and London. Working with small local Devon suppliers and using only traceable and sustainable ingredients, the range now includes seven products from Potted smoked mackerel to Sustainable fish pie.

Ben Wheeley, Sainsbury's Fish Buyer says: "We are always on the lookout for new and interesting suppliers. Great quality food is of course a top priority and with the sustainable credentials Jonathan and his range had to offer it seemed like an ideal fit for our customers."

Jonathan Bailey, founder of Potted Fish Company continues: "Due to the original three potted crab recipes - smoked paprika, chilli and old English being so popular at local markets, I was prompted to develop more flavours and recipes and expand the business. With the launch of 'Old English potted crab' and 'Smoked mackerel with horseradish' into Sainsbury's we're taking the business from a modest small farm kitchen to a 6000 sq ft factory with a number of new staff!"

With South Devon crab claimed to be some of the best crab in the world it really speaks for itself. Simply try the Old English potted crab on fresh toast or add a generous helping of Smoked mackerel with horseradish to a potato salad. 

Notes to editor

  • Visit www.pottedfish.co.uk for more information
  • By 2020, all the fish Sainsbury's sells will be independently certified as sustainable and we'll strengthen our position as the leading retailer for sustainable seafood. Sainsbury's 20 by 20 Sustainability Plan.
  • Our first MSC product, Thames Herring was launched in March 2000
  • Sainsbury's is the largest retailer of Marine Stewardship Council (MSC) certified sustainable fish in the UK
  • Sainsbury's has been rated Number 1 by Greenpeace for the responsible sourcing of canned tuna in 2008 and again in 2011
  • All Sainsbury's canned tuna is caught by pole and line
  • Sainsbury's sells a wide selection of regionally sourced fish on its counters, including Dab, Coley, British Pollack and MSC-certified Cornish sardines
  • In 2008, Sainsbury's launched its responsibly sourced salmon which is specially reared on RSPCA Freedom Food approved farms on the West Coast and Islands of Scotland
  • Sainsbury's salmon feeds do not contain any artificial colourants and only fish from well managed sources are included in the diet
  • Sainsbury's was awarded Seafood Retailer of the Year by the Retail Industry Awards in 2010
  • All wild salmon is MSC certified
  • All cod and haddock from the counters is now MSC certified



About the article

  • Posted on: 29 February 2012
  • Type of article: Press release