‘Eat More Fish’ initiative credited


SeafoodSource staff

Published on
November 4, 2009

Seafood Scotland on Thursday credited the Scottish government’s “Eat More Fish” initiative for helping increase seafood sales. The campaign was launched six months ago to bolster seafood sales during a challenging economy.

According to Nielsen Scan Track data, fresh seafood sales at retail in Scotland were up 10 percent in value, to GPB 5.3 million, and up 12 percent in volume, to 579 metric tons, in the 24 weeks ending 3 October. In England and Wales, fresh seafood sales at retail were up 4 percent in value and up 3 percent in volume.

For the week ending 3 October, total seafood sales at retail in Scotland were up 10 percent in value, to GPB 8.6 million, and up 6 percent in volume, to 758 metric tons, compared to the same week last year, according to Nielsen Scan Track data. In England and Wales, total seafood sales at retail were up 5 percent in value but down 1 percent in volume.

“This campaign has highlighted the huge potential for increasing demand at home and abroad for our delicious, healthy seafood,” said Richard Lochhead, Scotland’s secretary for rural affairs and the environment.

“Although Scotland is one of Europe’s primary fishing nations, we consume far less fish and shellfish than the likes of Spain and Norway,” he said. “If more people are made aware of the benefits of eating seafood, then they can help our fishing industry at the same as improving their health.”

The campaign will run another six months with promotions at consumer shows and in supermarkets, restaurants and schools. It also includes outreach to consumer journalists.

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