Seafood Scotland has launched a promotional push into Japan, including a partnership with the country's largest supermarket chain, Aeon.
In late March, the chain held Scottish-themed tasting promotions at 90 Aeon stores, using Scottish Marine Stewardship Council-labeled mackerel for its in-house brand. The popularity of the Scottish mackerel has supplied an opportunity to introduce other species to the Japanese market. In addition to mackerel in three forms — mirinboshi (marinated in mirin and soy sauce, then dried), lightly salted and lightly dried — the promotion will include brown crab (Cancer pagurus) and, in some stores, whole langostine (Nephrops norvegicus).
Langostine are shrimp-sized crustaceans, but are actually more closely related to lobsters. They are softer textured than shrimp, with a slightly sweet flavor. Scotland has the world’s largest catch of langoustines and they are Scotland’s second most important species in value.
Seafood Scotland works with Scottish Development International to expand the market for Scottish seafood in Japan by educating trade buyers and maximizing opportunities for new species. In 2016, fish and seafood exports to Japan from Scotland rose by 46 percent.
Other promotional activities in Japan include a partnership with the All-Japanese Chef Association, a regular delegation to the annual Japanese Seafood Expo, and the Foodex Food and Beverage Trade Show in mid-March.
