Morrisons, the UK grocer, has been found guilty of selling “fresh fish” that was not fresh.

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The company, the UK’s fourth-largest grocer, was handed a fine of GBP19,500 (US$38,600) by a court in Worcester after a case brought by local health officials.


News of the fine will come as a blow to Morrisons, which has leaned heavily on the freshness of its products in recent advertising campaigns.


Worcestershire County Council said it acted after a customer complained about the freshness of fish at a local Morrisons store.


The council said health officials had found cod sold at the Malvern store in November 2006 contained “four times” the amount of total volatile nitrogen deemed acceptable.

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A sample of cod sold at the store last summer was analysed – and again TVN levels exceeded guidelines.


John Dell, county council compliance and investigations manager, said the second case had shown Morrisons had “neglected its duty”.


Dell added: “The fact that a second sample was found not to be of sufficient quality is very disappointing especially as Morrisons have recently run an advertising campaign highlighting the freshness of their products.”