Three supermarkets have united to sell less-popular fish, caught by accident by trawlers and once thrown back into the sea, reports NOS.

Good Fish Foundation, the organisation behind the plan, estimates that more than 70 million kilos of North Sea fish are caught unintentionally each year: some, which cannot be eaten, are thrown back into the waters, and many die.

But it argues that species such as the common dab, whiting and pouting could be popularised and that, if consumers are more familiar with them, their price will rise.

‘If we eat more fish like the common dab, fishermen will earn more for them, and there will be less fishing of sole and plaice, the organisation’s Christien Absil told NOS broadcaster. ‘It’s good fish.’

Currently, though, much of this goes to southern Europe as there is no local demand. Meanwhile, European Union legislation being phased in means they will soon have to land all fish.

Dutch fishermen protested the ban on discarding fish in Brussels, presenting a petition of 23,000 signatures earlier this week.