We’re angling to have a lot more f ish in our diet
‘This presents a real opportunity’
MORE than two-thirds of people would like their household to eat more whitefish than they do, a survey has found.
The Irish seafood sector has grown by 4% to €85million in the four months to June, driven by sales of frozen fish, while fresh Irish whitefish came under pressure as consumers changed their frequency of shopping as a result of Covid19, instead opting for foods with a longer shelf life.
Over half of those surveyed (57%) recognised the health benefits of eating fish, and of those who eat whitefish, around one in four (26%) say they eat it once a week. Bord Bia is calling on the public to try Irish whitefish, with a new campaign promoting recipes and virtual ‘cook-alongs’.
TV chef and food writer Catherine Fulvio, who is a keen supporter of using fresh, local produce in her cooking, said: ‘I’m delighted to work with Bord Bia and our Irish fishing industry to highlight just how tasty, versatile and nutritious Irish whitefish really is.
‘Whitefish like hake, haddock and whiting is naturally high in protein and low in fat, making it good for your heart health. ’
Tadgh O’Meara, director with seafood market and wholesaler Kish Fish, said: ‘As a result of lockdown, many of our customers have become more adventurous when it comes to buying and cooking with fresh whitefish, as they spend more time creating meals.’
Explaining the backdrop to the campaign, Bord Bia brand marketing manager Teresa Brophy said: ‘This campaign highlights the versatility and quality of beautiful Irish whitefish that is caught locally along our coastline. With shopper behaviour showing an appetite for trying new types of fish, this presents a real opportunity for us to support the seafood sector, our fishermen and our fish mongers, and encourage people to cook new dishes with hake, haddock and whiting.’
Recent market data from Kantar shows that the decline in the Irish whitefish market has been further exacerbated by Covid-19.
Bord Bia has released the findings of two studies on attitudes towards whitefish, carried out before and after Covid-19.
The key findings include that two in three in the 65+ age group are likely to eat whitefish once a week, while those aged between 25 and 34 are the least likely to.
However, those aged between 25 and 34 are the most likely to have started buying whitefish for its health benefits during the Covid19 pandemic.
When asked if they would experiment beyond the usual whitefish species, 40% of all respondents said they would like to get hooked on hake and another 40% said haddock would be their catch of the day. Bord Bia hired Empathy Research to conduct the study, with an online survey of more than 1,000 people aged over 18.