Salmon farmers warned over impact of new film

Unflattering picture expected from star-backed movie

Scotland’s multi-billionpound salmon farming industry is heading for a major battle to keep consumers onside, a leading advocate for the sector said yesterday.

Martin Jaffa, who runs fish-farming consultancy Callander McDowell, was speaking ahead of the release of a new film, Eating Our Way to Extinction.

Narrated by Hollywood

“The time has come for the industry to... defend itself”

star Kate Winslet and backed by her Titanic co-star, Leonardo DiCaprio, it is expected to give a less than flattering perspective on salmon farming as part of a wider critique of industrial food production.

DiCaprio, who has promoted the film on Facebook, may face awkward questions over his involvement as he invested in a farmed seafood supplier just three years ago.

Meanwhile, high-profile conservationist Chris Packham has pledged to raise concerns about salmon farming with top executives of animal welfare charity the RSPCA, of which he is a VIP vicepresident.

Mr Jaffa said: “Social media is awash with negative comments about salmon farming, but those tweeting have few followers. Most of the messages are tweeted and retweeted by the same small group of critics.

“While it is easy to ignore the misinformed views of a handful of keyboard warrior critics, negative stories that might go mainstream should not be ignored. The time has come for the industry to stand up and defend itself by countering this ever-increasing misinformation by providing accurate and up-to-date facts.”

Salmon farming critic Don Staniford said last night public opinion was turning against the “ethically and environmentally bankrupt business”.

FAMOUS: Kate Winslet, who narrates the film, with Leonardo DiCaprio in Titanic