Morrisons is Seafood Retailer of the Year

Morrisons netted the Seafood Retailer of the Year trophy for the second year in a row, thanks to its “fantastic, well laid-out” fish counters and “skilful, confident” staff who actively encouraged shoppers to try different species of fish.

“They have always got a smile for you,” said one judge. “It’s an enjoyable shopping experience.”

The supermarket was also judged to have strong policies relating to responsible fishing and to have carried out some excellent educational work, both with schools and via its newly updated website.

In September 2012, Morrisons began deliveries from its own seafood site in Grimsby, which has enabled the retailer to exercise direct control over quality and provide an improved customer proposition. Fish is even smoked and filleted on-site by specially trained staff.

The judges added: “It’s like an independent fishmongers within a big store.”