Southbank Fresh Fish is to become the sole supplier of fresh fish to the Selfridges fish counter on Oxford Street.

The company - part of Bidvest’s Direct Seafoods group - will supply fish to the store from 1 July.

Selfridges was known for its commitment to selling sustainably caught fish, said Southbank sales manager Matthew Couchman. “It is clear consumers want to buy seafood that adheres to strict ethical and environmental guidelines.”

Selfridges director of food Nicola Waller said Southbank had a strong track record in high-end restaurants: “I have no doubt that the Southbank team’s passion and expertise will enhance our fish counter.”

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