Tomorrow,  Selfridges’ Project Ocean initiative will take to the streets of Birmingham and dazzle shoppers with a mix of fishy freebies, bathing belles and dishy divers. From 12 pm – 3 pm, Selfridges’ specially created vintage seaside fish and chip van, The Happy Catch, will be parked outside the Rotunda entrance to Selfridges and will entice passers-by with hot mackerel sandwiches and other goodies promoting the store’s campaign to support sustainable fishing and ocean conservation.

In addition there will be a team of hunky Project Ocean frogmen (complete with flippers and snorkels) patrolling the pavements and store throughout the day, plus a special guest appearance by a 1940s pinup beach beauty to bring a splash of glamour to the occasion.

Selfridge’s Birmingham staff, all dressed especially in blue for the occasion, will also be on hand to distribute Selfridges’ free Project Ocean Fish Guide which highlights a number of endangered species that consumers should ideally avoid and makes suggestions of alternative, more sustainable choices.

Joining them will be a group of placard waving Project Ocean protesters who will be wearing a range of specially created slogan tee-shirts, designed by legendary designer Katherine Hamnett, that can be purchased in store in aid of the campaign.

All this activity is to further promote Selfridges’ global Project Ocean campaign, an inspiring initiative that challenges the public to imagine a world with “no more fish in the sea”. Project Ocean is spearheaded by Selfridges’ Creative Director Alannah Weston, working in partnership with the Zoological Society of London (ZSL).

Running until June 12th, Project Ocean was launched last week by Prince Charles and is backed by over 25 charities and agencies including Greenpeace and the World Wide Fund for Nature. It is both a celebration of the oceans and a forum for conservationists to issue an urgent public wake-up call to address issues of sustainability, overfishing and marine protection, and features a range of fashion, food and fundraising elements deployed by all its stores.

Selfridge’s Birmingham is demonstrating its commitment to the cause via its Gallery Moet Bar & Restaurant and food hall which has introduced an ongoing responsible sourcing policy and a complete ban on endangered species. The restaurant has also launched a new range of sustainable fish-based dishes (see notes to editors), including pan fried rainbow trout, Cajun spiced red mullet, grilled fillet of dab and hot smoked fish pie with English asparagus salad which is already proving a huge hit with diners.

Selfridge’s Birmingham has also helped fund the creation of a marine reserve in the Philippines on a unique double barrier reef, creating a safe haven for endangered fish. Birmingham shoppers, and the general public, will be able to contribute to the setting up of similar marine reserves around the world by donating directly to Project Ocean and through the purchase of Project Ocean campaign ribbons, bracelets, bags and tea towels that are available in store.

For more details of Project Ocean, which runs until June 12th, there is a special microsite at www.selfridges.com/projectocean. Here you will find a range of information and features including a downloadable version of the sustainable fish guide, recipes from top chefs, links to the Fish Guide App and details of the fundraising campaign

By Jo of Jo’s Kitchen on behalf of MFB


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