Coles has become the first supermarket operator in Australia or New Zealand to commit to selling only sustainable seafood across its fresh fish counters.

These counters will be established by the end of this month, following successful trials in two of its Melbourne stores.

With an increase of 18% in fresh fish sales in the trial outlets, Coles hopes the commitment to sustainability will result in increased fish trade.

“Australians are eating more seafood than ever," says Coles business category manager Jon Haggett, "... it’s even more important that we can offer customers reassurance that the seafood they buy is sustainable and will be available for future generations to enjoy”.

The decision follows the two Melbourne trials and a year of research reviewing every fishery supplying fresh, wild caught fish to Coles. The research was undertaken by the World Wildlife Fund (WWF).

The basis for Coles' future trade will be those fish found to be from well-managed fisheries, caught using fishing methods that reduce environmental damage and unintentional by-catch.

Coles has already eliminated all orange roughy from its stores, and will continue with its refusal to offer this variety. This may impact on New Zealand companies, as will the fact the the WWF reccommends Marine Stewardship Council certification of fisheries, with only two New Zealand fisheries currently certified.

Australia is New Zealand's largest export market for seafood.