Can a new catch of the day boost sector?

The Kent fishing industry is hoping for a shot in the arm by a campaign to rebrand and market a currently underused species of fish.

And it hopes if it proves a success, it can provide the backbone of a sustainable supply which can be rolled out nationally.

The Fish Local campaign was set up during the pandemic to increase demand for the fish caught along the coast of Kent and Essex.

Set up as a collaboration between communications specialists Band Agency and independent charity the Thames Estuary Partnership, those working on the campaign plan to “identify underutilised species and choose one to rename, creating local, and potentially national, demand”.

Jesse Seaward of Band Agency explains: “We knew this couldn’t just be a case of picking a fish and rebranding it. It had to be something that supported the industry all the way from sea to plate. Our ultimate aim is not just to create new demand for a local species, but to build a sustainable fishery to supply that demand.

“The working group’s decisions will be based on data, research and feedback. We have a list of fish we will be reviewing.”

The project will bring together a working group of key stakeholders with broad expertise across the seafood sector. They include Kent & Essex Inshore Fisheries and Conservation Authority, Chapmans Fish, Shepherd Neame, Seafish 2040, the Marine Conservation Society and fishers.

Amy Pryor at the Thames Estuary Partnership said:

“It’s vital we improve the local management of fish stocks and make the industry more sustainable as a whole.”

Whitstable’s fishing fleet will be among those hoping the latest campaign identifies a sustainable species which can be marketed to the masses