Fishy business: Seafish hopes to get consumers in the UK hooked on fish
INDUSTRY BODY
SEAFISH, the UK’s authority on seafood, is to undertake a review of its future direction and funding, as it dishes out additional support for the sector. It will ask industry to share its views on the Grimsbyheadquartered organisation as part of a mandated strategic review. Having been planned for 2020 it was delayed by the Covid-19 andemic as it supported businesses with exceptionally high exposure to the eating out market - decimated by the triple lockdown.
The organisation has played a leading role in encouraging the spike in eat-at-home sales, while helping those focused on restaurants to pivot where possible. Overall seafood consumption statistics showed an annual increase in 2019, indicating potential change in the longer-term downward trend since 2007, driven by the recession. However, retail and foodservice data for 2020 indicates that overall seafood sales declined, and while supermarket sales boomed up 11 per cent, the higher value, commercial out-of-home sales fell 40 per cent.
The consultation will launch on June 1, with an eight week window featuring virtual supply chain workshops, written submissions and online surveys.
Marcus Coleman, chief executive, said: “The aim of this strategic review is to strengthen our offering. We want to ensure we are set up and funded in the best way to help our seafood sector throughout the UK to thrive now and in the future.
“The nature of the seafood industry is always evolving. It’s now facing the challenges that have come from the Covid-19 pandemic and as we get used to trading, fishing and working outside the EU. We are committed to helping the industry through these changes so it’s crucial to ask seafood businesses how we can best support them.” Funded by a levy involving the first transaction on British land, it has occasionally been met with industry resistance, with the processing sector often footing the bill for what was perceived as catching sector support. Recent years have seen more of a
SET TO REVIEW FUTURE FUNDS AND DIRECTION
focus on consumer campaigns to aid the latter, with strong guidance in place through Brexit too.
A recent four-week campaign has seen its Love Seafood brand focus on UK-catch species. Domestic appreciation - through consumption - of nephrops/ langoustines, crab, lobster, scallops, oysters, clams, mussels, squid, cuttlefish, turbot, plaice, sole monkfish and angler fish - much of which is caught here and exported to Europe - was the aim.
The campaign targeted midmarket families, a key audience demographic for Love Seafood and one which is already outperforming other target audience groups. Greg Smith, head of marketing at Seafish said: “We’re absolutely delighted to be partnering with Defra to deliver additional Love Seafood marketing activity featuring UK species, at a crucial time for the sector. We’ve heard concerns from industry about the challenges they are facing and we know it’s been a really difficult year for many seafood businesses. We’re responding with more activity that will help drive awareness of seafood across the UK. “We’re calling on seafood businesses across the UK to join in. Sharing a single, powerful message about the value of seafood to UK consumers will grow the presence and prominence of the entire category. Together we can help build the profile of seafood across the nation, and in the hearts and minds of the nation.”
The nature of the seafood industry is evolving. It’s now facing the challenges that have come from the Covid-19 pandemic and as we get used to trading outside the EU
Marcus Coleman, pictured