formed in 2002, Bite-Back continues to be the UK's only organisation dedicated to the protection of sharks by reducing consumer demand for its meat and fins.

With the law of supply and demand at its cornerstone, Bite-Back works together with restaurants, fishmongers and retailers to remove shark products from menus and fish counters, effectively lowering the trade in this threatened species.

Since its launch, Bite-Back's ongoing success has seen the organisation take on more mainstream marine conservation issues including campaigns to significantly reduce the trade in other threatened species; lowering levels of oceanic pollution and; protecting fragile coral reefs. Each campaign has been developed to empower the public to become more resolute in its commitment to conserving the oceans, at a local level, through awareness, education, motivation and inspiration.

In 2009, Bite-Back's campaigns continue to focus on establishments that sell non-sustainable pelagic fish - shark, marlin and swordfish - and plans, with its supporters, to levy sufficient pressure on supermarket chains to end their trade.

Other fish species widely regarded as endangered or threatened, yet which regularly appear on supermarket fish counters and on restaurant menus, will also feature in the programme.

Founder and campaign director, Graham Buckingham, says: "Bite-Back presents an exciting development in the way we can all contribute to protecting threatened fish species by choosing what we buy, from where and how we can support the marine environment by reducing domestic pollution.