DONNA FORDYCE: CHAMPIONING WOMEN AND GROWTH IN THE SCOTTISH SEAFOOD INDUSTRY

Donna Fordyce: Championing women and growth in the Scottish seafood industry. Welcome to Fish Focus spotlight on Women in Seafood, Issue 2. Follow us as we celebrate the amazing women at the forefront of the seafood industry.

Donna Fordyce, Chief Executive Officer of Seafood Scotland, has played a crucial role in shaping the Scottish seafood sector, advocating for growth, international trade, and diversity within the industry. Her journey from economic development to leading one of Scotland’s most vital trade marketing bodies showcases her deep commitment and adaptability in the face of challenges.

A Career Anchored in Economic Development

Before taking the helm at Seafood Scotland, Donna spent over 20 years working in economic development, fostering business growth and international trade in both the public and private sectors. Her introduction to the seafood industry came in 2010 when, during her time at Scottish Enterprise, she was asked to support some Aberdeen-based seafood businesses in her role as account manager. She quickly became the in-house expert on the industry and even represented Scottish Enterprise as observer on the board of Seafood Scotland. Just seven years later, she
was appointed as Industry Engagement Manager at Seafood Scotland, a role that allowed her to build strong connections in global markets.

“I was in that role probably just coming up to two years when the CEO, Patrick Hughes, announced he was leaving. And I was then offered to take the role on as Interim CEO, which I jumped at!” Donna recalls.

Her tenure as Interim CEO was quickly tested by external pressures.

“I was put in as interim CEO and then COVID happened. I think I proved my worth—how the team and I reacted to the situation, supporting the industry, supporting the government, and just
working tirelessly on their behalf.”

By 2020, Donna was officially appointed as CEO, facing an industry rocked by Brexit and the COVID-19 pandemic. Her extensive experience with government mechanisms and economic strategy proved invaluable.

“I think that my experience with government and the knowledge of the mechanics of economic development helped us support the industry and
identify the opportunities that arose at that time.”

Promoting Scottish Seafood on the Global Stage

Seafood Scotland operates as a trade marketing body, working to elevate Scottish seafood’s reputation both locally and internationally. However, Donna emphasises that the mission goes
beyond marketing alone.

“We also need the businesses to be capable of servicing all of these markets and being the best that they can— promoting and selling the best seafood
in the world.”

Through initiatives such as Seafood Scotland’s market expansion strategies and international trade promotion, she has helped secure Scotland’s position in key European markets and beyond.

Women in the Seafood Industry: Breaking Barriers

Donna has also been a strong advocate for women in the seafood sector. Reflecting on her early experiences in leadership, she admits to initially facing imposter syndrome.

“When I first took up the role at Seafood Scotland, I did suffer a bit from imposter syndrome, but I soon realised that the knowledge I had gained over the years in economic development and my understanding of how the government system worked were invaluable to the sector.”

Despite the industry traditionally being male-dominated, Donna believes that women who bring expertise, drive and enthusiasm can thrive.

“In all honesty, I cannot think of many negatives of being a woman in the seafood industry. If you have the knowledge and drive and can gain the respect of the industry, you will be welcomed as either a man or woman.”

Encouragingly, she has seen an increase in female leadership across the industry.

“There are now a few women in the commercial fishing fleet. Despite the conditions on the boats and the physical elements of the jobs, they are making a mark with positive outlooks and a can
do attitude—which is great to see. We would just love to see more.”

Creating Opportunities for Future Generations

Donna and her team are deeply invested in bringing more young people— especially women—into the seafood sector.

“It is important that the younger generation are made aware of the great career opportunities that are offered throughout the seafood sector, whether they come from a traditional seafaring,
coastal community or they come from the city.”

One of Seafood Scotland’s key initiatives is the development of Seafood Ambassadors, individuals who will visit schools to promote seafood consumption and career pathways in the
industry.

“These ambassadors will be part of our Seafood in Schools project, speaking to children in primary schools about seafood consumption and to secondary school students about careers in the
seafood sector for both boys and girls.”

Donna’s colleague, Jeni Adamson, is a leading advocate for women in the sector, actively involved in Women in Aquaculture and STEM Ambassadorship.

“She is a food and drink ambassador leading a lot of our skills work and our Seafood in Schools programme. She is passionate about getting more women into the seafood sector.”

A More Inclusive Future

The increasing presence of women in leadership roles—such as those in fishing federations and membership bodies—marks a positive shift in industry dynamics. Donna herself serves on the
Dundee & Angus College board, which is dedicated to fostering gender diversity and inclusion in education and the workforce.

“We do a lot around developing skills and are constantly trying to attract people into the seafood sector. It is very important that women can work around their home life and schooling
commitments and we are ensuring that they can come back into a workplace where they feel valued and can add value to the company.”

Donna’s leadership has not only strengthened Scottish seafood’s global reputation but has also paved the way for greater diversity and inclusion within the industry. Her unwavering
commitment ensures that the sector remains innovative, resilient, and open to new talent—both male and female.

With champions like Donna Fordyce at the helm, the future of the Scottish seafood industry is in good hands.