2. Provenance and wild-caught
Both Susman and Clare MacDougall, trade marketing manager for Seafood Scotland, agree that provenance is becoming key in a chef’s purchasing decisions and menu labeling. Susman said that, although farmed seafood will always have a significant place (and one that is increasing), there is a renaissance of appreciation of how special “wild-caught” seafood is.
“More and more, there is an uplift in the appreciation on both menu and with consumer as to wild-caught seafood being the unique protein on the planet,” he said. “The flavors, textures, and availability are unique.”
In Scotland and on her travels, MacDougall has noticed provenance becoming more important to consumers who are becoming more discerning and want to know where their seafood has come from. It become a huge part of Seafood Scotland's marketing campaigns and one that allows stories to be told of the valuable contributions of fishing families, villages, and communities.
“Telling their story gives chefs and diners a more personal connection to what they eat, which is a growing demand,” she said. “And not only just where it’s from, they want to know how it’s processed and what other ingredients are used."
