REACHING THE NEXT GENERATION OF SEAFOOD CONSUMERS

Reaching the next generation of seafood consumers. As a nation, Scotland excels with its internationally renowned seafood.

Fish Focus takes a look back at the event with our Responsible Seafood Summit in Focus.

According to The Knowledge Bank, over two-thirds of consumers are more likely to buy products labelled as Scottish, with 42% willing to pay a premium for Scottish produce, such as whitefish.

The Scotland brand not only represents a label of national pride, but a global indicator of quality and excellence, with culinary establishments worldwide eager to feature Scottish fish and shellfish in their menus.

Provenance and seasonality are two key factors which help Scottish seafood shine. Seafood Scotland is adept at telling these stories, tapping into consumer desires to know where their fish comes from.

Next year, Seafood Scotland will be a partner of The Michelin Guide Great Britain & Ireland 2025 launch ceremony, which will take place at the Kelvingrove Art Gallery and Museum, Glasgow.

Research from Seafood Scotland indicates that 80% of UK restaurants with one, two or three Michelin stars already include Scottish seafood on their menus. Notably, every three-Michelin-star restaurant in the UK has served Scottish scallops at some point and about 50% of Michelin-starred establishments have featured Scottish langoustines.

This collaboration, spearheaded by Seafood Scotland’s Adam Wing, will not only celebrate Scotland’s role in fine dining but also reinforce its global reputation as a leader in sustainable, premium seafood.

By showcasing Scottish produce, Seafood Scotland hopes to inspire chefs and restaurants to continue incorporating the country’s world-class seafood into their menus, further elevating its status in the global gastronomic landscape.

Continuing Scotland’s legacy involves building chefs’ knowledge about Scottish seafood and species, encouraging them to feature and identify these products on their menus, as well as inviting them to Scotland to experience the seafood first-hand.