Last month Waitrose announced a ban on swordfish after being unable to find a sustainable source of the controversial species. and after the Marine Conservation Society warned that world stocks were too low to ensure future supply.

The company, which supports the new The End Of The Line film, also expressed concern that the hooks commonly used to fish for swordfish pose a deadly threat to sea turtles, which are already at risk in many parts of the world.

It follows increased public awareness of the issues around ethical fishing - since the release of groundbreaking film The End of the Line.

Waitrose said its fish counter staff had seen a significant increase in interest from customers about sustainability. The retailer’s fish counter sales are also running 12 per cent ahead of forecast.

Tim Sheehan, Fish Specialist at one store said: "We have had more people ask about where our fish comes from than ever before – customers have had quite a reaction to the film and the issue.”

He added: "In particular I’ve noticed more questions about tuna, as well as swordfish – which we no longer sell as we haven’t been able to find a sustainable source “

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