DIRECT SEAFOODS LAUNCHES COASTAL FISH CAMPAIGN TO BRITAINS TOP CHEFS Published: 13 September, 2011
Direct Seafoods, a wholly-owned subsidiary of the Bidvest Group, today launched the Coastal Fish campaign to help Britains troubled local fishermen and save endangered fish stocks. The campaign will encourage the UKs top chefs and the British public to try many types of fish, some of which may be new to them.
Laky Zervudachi , Direct Seafoods Sustainability Director, said: Our message is simple: if we eat only one species of fish, it will soon be extinct. We need to eat a greater variety. We need to create a market for ALL fish, not just the popular varieties.
The Coastal Fish campaign will promote fish like pouting, whiting and dab, which are not popular. Sadly much of this catch is currently thrown back to the sea to make room for more valuable fish.
Stephen Oswald, Direct Seafoods Chief Executive Officer, wants to stop this: Direct Seafoods believes that if we sell the whole catch, and not just selected species, then less fish will need to be caught. By using the whole catch, from smaller, local coastal boats, we can reduce waste, provide fresher fish to our customers and keep fish stocks healthy too.
As well as the lesser-known varieties, coastal fish also include more popular types of fish that the nation knows and loves, such as Dover sole, line-caught seabass and plaice.
Top restaurant chefs from around the country will be asked to use all these varieties and identify them as Coastal Fish on their menu.
The UKs coastal fishing fleets are of great importance to Direct Seafoods. Unlike larger ocean-going ships that stay away for many days, coastal day boats return to port each day, with fresh fish caught in local waters.
By paying a reasonable, sustainable price for their catch and convincing the British public to try something new, all the freshest quality gurnards, dabs, megrim, mackerel, pollock, pouting and whiting find their way onto the nations table, instead of being discarded at sea. This simple solution means Direct Seafoods is supporting coastal fishermen and keeping fish for future generations.