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Ethical Caviar To Spark A Roe-Commotion

Waitrose

18 December 2007

Waitrose will this week become the first UK supermarket to sell sustainable caviar.The move comes 10 years after the food retailer removed Caviar from its shelves amid concerns that the sturgeon population in the Caspian Sea was under threat and facing extinction.But now Waitrose has sourced sustainable Prunier Caviar produced by farmed sturgeon offering exclusivity without the guilt - as long as your conscience isn’t pricked by the price tag.With retail prices ranging from £80 for 50g of Traditional Caviar to £800 for 250g of the most exclusive Heritage Caviar made of the finest Sturgeon eggs, the unassuming tins are likely to be the most expensive ethical product on sale in a British supermarket this Christmas.Waitrose, which is launching the delicacy in 15 of its London shops in time for Christmas, is confident there will be a strong demand among London foodies.Jeremy Langley, a specialist fish buyer at Waitrose, said:"There will always be a foodie audience who want to enjoy the finer things in life, especially at Christmas – but it is only now that we have been able to find an ethical source for our caviar."He added: "When it comes to choosing fish for our supermarkets, sustainability is always key consideration for us – whether it’s an £800 tin of caviar or a single Cornish sardine at 30p."For those who want something more affordable, Waitrose offers a variety of different alternatives such as Lumpfish caviar at £1.69 for 100g and Salmon caviar 100g at £4.49.-Ends-