A supermarket has launched a campaign to help a fish supplier who lost business due to the coronavirus crisis.

Booths, which has stores across Cumbria, has already carried out work to help artisan cheesemakers who lost trade during the pandemic as pubs, cafes and hotels they supply closed.

The company is now working with Fleetwood-based My Fish Company to give the business a boost in trade.

Gary Apps, director and owner of My Fish Company, said: “This is a life-changing event, overnight 75 per cent of our business went to sleep as 400 food service customers across the North West closed their doors.

"There’s so much uncertainty, while some businesses may reopen, there are many that will not.

"We’re looking at an enormous about of unpaid debt currently and that’s a challenge to recover from for a small business like ours.”

He said Booths' buyer Tom Hargreaves had been helping support the company.

“When Booths called me, it was that sort of call that hits you in the chest," said Gary.

"The thought that another business would support us when the chips were down with such humility and integrity, it really meant the world to me."

Booths has funded a number of special offers in store, directing customers to support My Fish Company.

The campaign will run through all 28 stores and will be supported through social media, advertising and press support featuring recipes and live cooking demos on social media.

“Supporting our extended Booths family of suppliers is vitally important," said Booths' chief operating officer Nigel Murray.

"These are very often owner operated businesses and like My Fish are special because they passionately care about the food they produce.

"They are a vital ingredient in what makes Booths special.

"If we can give our customers better value and an additional incentive to support these key supplier partners, we can and will make a difference.”