Let’s ensure local catch of the day isn’t the one that got away

SHOPPERS are generally creatures of habit, so it can take a lot to change what people place in their baskets – especially when it comes to fish.

Our fussy tastes in seafood staples tend to be limited, with cod and haddock, salmon, tuna and prawns dominating.

According to the British Sea Fishing website, these ‘big five’ make up between 60-75% of all seafood eaten in the UK.

Of course there are plenty more fish in the sea to choose from, but persuading people to branch out from repeat buys and diversify the species they opt for is never going to be easy.

A new consortium is now working to get British consumers to embrace seafood caught off Cornwall – in particular Cornish Sole and Cornish King Crab.

With exporting to the EU becoming more complicated, it is considered vital to persuade the domestic market to try kinds of fish already much-loved overseas.

During lockdowns, people have increasingly bought local, favouring the great-quality meat, fish and vegetables produced on our doorstep here in the Westcountry.

Now key players in the Cornish seafood industry are looking at how to broaden the appeal of sustainably-caught Cornish fish and shellfish, their feasibility study securing crucial funding from the UK Seafood Innovation Fund.

Efforts will focus on two ‘underloved’ species, Cornish sole – also known as megrim sole and described as a ‘flat version of sea bass’; and Cornish king crab – also known as spider crab and ‘a tastier version of lobster’, according to fishermen.

As much as 95% of Cornish sole is currently exported to Europe and the spider crab catch largely heads overseas as well. Boosting sales in the South West will ensure a more resilient future for fishermen who are currently frustrated by EU export administration headaches.

The industry can certainly ride a wave of publicity generated by recent television series featuring Westcountry fishermen. With their profile raised, the stamp of Cornwall on seafood products should surely win support among shoppers.

The campaign will also look at ‘value-added’ fish products, which may appeal to those who don’t like preparing fresh fish or lack confidence when it comes to fish cookery.

The success of the #FishToYourDoor initiative connecting customers with fish merchants, which was launched last year by Seafood Cornwall,

shows there is a real appetite for local, seasonal and sustainablycaught British fish – especially given it was already filleted and ready-toeat.

Broadening palates to include a greater range of species is vital to help ensure a future for small-scale, local fishing enterprises. It also makes sense from an environmental perspective, helping to better manage fish stocks and avoid wastage.

Some of our tastiest seafood is travelling out of the region to meet demand overseas. Promoting local catches on home soil promises a win-win situation for both local fishermen and consumers.