Brixton Fish Market gets its stock from as far away as Senegal

Brixton Fish Market is, as ever, doing a brisk mid-afternoon trade.

An unremitting flow of shoppers, laden with groceries from nearby fruit and veg stands, file in to pick up their weekly fish supply.

They choose from a bewildering array of stock, some more appealing than others.

Prehistoric-looking pomfret and oily catfish nestle amid neon-red "strawberry" groupers and blue-streaked parrot fish.

The market caters almost exclusively to Brixton's diverse African, Caribbean and Portuguese communities.

'Wonderful fish'

But campaigners hope more and more people in Britain will start to sample the types of fish it sells rather than opt for "traditional" varieties including cod, plaice and haddock.

The market has not sold cod since the price of the threatened fish rocketed, explains market manager Sajjad Ghaffar.

The pomfret could be eaten instead of cod

"Cod is too expensive now and our customers are used to eating all manner of fish from their homelands anyway," he said.

"The fish we sell tastes wonderful. Some of it is much more tasty than traditional European fish.

"People need to start trying it out and being adventurous. Why not have a pomfret with your chips?

"We have lots of alternatives to cod. Our pollack is cheaper and just as good."

Depleted stocks

The price of cod in the UK has risen in recent years as stocks have diminished.

The Marine Conservation Society is asking people to avoid buying cod, halibut, hake, monkfish and plaice from areas where stocks are deemed to be overfished.

Last month Asda announced it was to stop selling monkfish amid concerns over depleting stocks and the way it was being fished.

Sajjad Ghaffar said his fish was tastier than European varieties

The Marine Stewardship Council, which works to safeguard the world's seafood supply, is urging people to buy fish bearing its blue "eco-label", which indicates products sustainably fished.

The call was backed by Nadine Edwards, 31, originally from Jamaica, who was buying several snappers in Brixton Fish Market ahead of a dinner party.

"People just need to branch out and try new things," she said.

"I know people go for what they know but there are lots and lots of different types of fish out there which are just gorgeous."

'Cod could be gone'

But around the corner at LS Marsh & Sons fishmongers, which has been trading since 1932, Ian Marsh said he was not sure people would stray from what they knew.

"People like to eat what they know and they know cod and traditional fish," he said.

Ian Marsh said cod could be extinct in 10 to 15 years

"I think the thing that puts people off cod more than anything is the price. It's gone up hugely in the time I've been in the business.

"I think if people don't do something soon cod will be gone within 10 to 15 years really."

He added that people could buy whiting or lemon sole as traditional alternatives to the endangered fish.

Brixton shoppers said a labelling scheme which explained what the more unusual fish tasted like and which gave cooking suggestions would help.

Barbara Andrauit, 27, and David Beaulieu, 29, both from France, bought £19-worth of cod from Mr Marsh for a dinner party.

"We bought it because we know what it's like," Barbara said.

Barbara Andrauit said she would consider buying unusual fish

"Some of the other fish just looks ugly and unappealing. At least we know what we're getting.

"But if I knew what other fish was like I would consider buying it. If there was more information."

Others, however, said they would be less happy to try new varieties of fish.

Eyeing the fish on offer in Brixton Fish Market suspiciously, Dennis McCann, 52, said: "It all looks a bit to foreign to me.

"I like fish and chips and I like a good cod or plaice. I just can't imagine having pomfret and chips."