Scots-japan partnership promoting seafood
● Aim for tie-up with country’s largest retailer to boost exports
0 Scottish Seafood aims to use the success of mackerel ‘as a foundation to develop new flavours’ Seafood from Scotland has been given a fresh boost on the global stage thanks to a promotion with Japan’s largest retailer.
It comes after news that exports of salmon from Scotland hit record levels in 2017, with Asia one of the growth markets.
Seafood Scotland said the tie-up will later this month see the Aeon supermarket chain, which uses Scottish Msc-branded mackerel as part of its own-label offering, arrange Scottish-themed tasting promotions at about 90 of its stores covering key consumer regions in Japan.
This will showcase an extended range of Scottish seafood species, including mirinboshi mackerel (marinated in mirin and soy sauce, then dried), lightly salted mackerel, lightly dried mackerel, brown crab and whole langoustine.
Additionally, it is the first time that Aeon has grown its range beyond mackerel by including Scottish shellfish. The products have been developed and selected to suit flavour preferences in one of the world’s “most discerning” seafood markets.
Natalie Bell, trade marketing manager for Europe, the Middle East and Asia at Seafood Scotland, said: “Scottish mackerel is a big success story in Japan, thanks to a strong focus on improved supply and visibility over the past few years.
“Through Aeon we can continue this great story, using the success of mackerel as a foundation to develop new flavours, and indeed, to introduce other Scottish seafood species to Aeon’s customers – delivering a further boost to Scotland’s growing export relationship with Japan.”
Seafood Scotland, which was established by the industry in 1999, and Scottish Development International collaborate to scale up the market for Scottish seafood in Japan by educating trade buyers and maximising opportunities for new species.
They said fish and seafood exports to Japan from Scotland rose to £5.4 million in 2016 from £3.7m in 2015.
Scottish Salmon recently cited HMRC figures showing the highest-ever value for Scottish salmon exports, at £600m in 2017, marking a year-on-year jump of more than a third.