The new Seafish publication The Longliner

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www.seafish.org
Issue 1
The magazine for the seafood industry
The n
Seafi ew
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The L cation
ongli
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New Fisheries Minister
UK catchers get innovative
Testing the
waters
Fishing outside
the box
Issue 1
The Longliner
1
Welcome
W
elcome to the first edition of
The Longliner – the magazine for
everyone in the seafood industry.
This publication focuses on providing
useful commentary and information for all
those working in the industry.
We aim to provide interviews with industry
leaders, up-to-date market and retail data,
and features on new technologies and trends in
fishing – along with regular items such as our
fishermen’s blog and seafood hero.
We would like to hear what you think of this
new publication. Please send your feedback
to news@seafish.co.uk or call 0131 524 8658.
Contents
Features
4
4Testing the waters
New Fisheries Minister Huw IrrancaDavies on the Marine Bill and its possible
impacts on the seafood industry.
62009 – what’s ahead for seafood
Key figures in the industry discuss the
challenges and opportunities for 2009.
8 Fishing outside the box
6
8
What are fishermen doing to tempt
British tastebuds and make their
businesses profitable?
12Understanding the seafood consumer
New consumer research reveals some
interesting insights.
Regulars
11
3 Down the line
This issue’s fishermen’s blog is from
Jimmy Buchan, skipper of the Amity II.
10Head to Head
Should retailers provide more information
on seafood sourcing?
11 Seafood calendar
Highlights from the definitive seafood
events directory, http://sin.seafish.org
16
14 M
arket watch
New seafood species are investigated
in detail.
16 S
eafood hero
Lobster and crab fisherman Sandy
Livsey on killer whales, Rick Stein and
the Sugababes.
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News in brief
Young’s put North Sea
cod back on the menu
Young’s Seafood has announced the
lifting of its moratorium on purchases
of cod from the North Sea. The change
recognises recent efforts to improve fishing
practices, which were also acknowledged
by December’s EU quota announcements
on North Sea cod. The company had
previously barred any purchase of
North Sea cod based on scientific advice,
but Simon Rilatt, director of seafood
sustainability for Young’s and its parent
company, Foodvest, said: “there are now
encouraging signs of recovery which make
it appropriate for us to consider our position.”
‘2 a week’ advice out
for consultation
The Food Standards Agency’s review of
its dietary advice on fish consumption
is now available for public consultation.
The advice, which currently recommends
that people eat two portions of fish per
week, is being reviewed to take into
account nutrition, food safety and wider
sustainability issues. A consultation
letter and draft impact assessment have
been published on the Agency website
at http://www.food.gov.uk/consultations/
consulteng/2009/advicefishconsumption.
Comments should be submitted by
31 March 2009.
Seafood figures recognised
in New Year Honours List
Two key members of the Humber seafood
and fishing community have been
recognised in the Queen’s New Year
Honours list. Wynne Griffiths, chair of the
Humber Seafood Institute and former head
of Young’s Seafood, was made a CBE,
while historian Alec Gill received an MBE
for his services to the fishing community
in Hull.
Cover image: Sion Williams, Welsh lobster
and crab fisherman, who also takes tourists
out to sea in his catamaran.
Seafish News is edited by Kate Doran
with contributions from Jennifer Grant,
Gaynyr Dickson and James Wood.
Designed and produced by
Engage Group, Edinburgh
Sea Fish Industry Authority
18 Logie Mill, Logie Green Road
Edinburgh EH7 4HS
T 0131 558 3331 F 0131 558 1442
E news@seafish.co.uk W www.seafish.org
Down the line
Jimmy Buchan is the skipper of Amity II and one of the stars of
TV’s “Trawlermen” series. In this recent blog entry, Jimmy’s been
battling another danger of his profession – winter weather. To view
Jimmy’s online blog visit www.seafish.org/sea/blog
We have been back at sea for three
days now, searching all over for
Nephrops. The weather is not being
very kind so we are working around
what Mother Nature is throwing at us.
Today is much better for weather and
fishing, I hope we can get a few days
fishing before the next set of gales
set upon us.
It has just been reported that
fishing is 125 times more dangerous
than any other profession – that is
a scary statistic. I never see the job
as dangerous – it is my work and we
deal with it in a professional manner.
If you see danger then you do all
you can to make the situation safe
as do the crew – we all look after
one another.
I do believe we learn from other
people’s mistakes and even from
my own mistakes. We never stop
learning but we must also show
that we in this industry take safety
Jimmy’s boat, the Amity II.
seriously. We must get that message
across. Like all industries worldwide,
accidents will happen.
As we begin the new year, I’ve
been reflecting on the year that’s
passed. Like so many years before in
my career you can never tell what is
Jimmy Buch
an
Skipper extr
aordinaire!
I think that our skills as fishermen
should not be allowed to cease.
Our young blood will be the future
generations that will put fish on the
tables in years to come. The UK is an
island with some of the most skillful
and fearless fishermen in the world.
“It has just been reported that fishing is
125 times more dangerous than any other
profession – that is a scary statistic.”
going to unfold. When I was paying
for fuel that was the most expensive
that I had ever experienced I never
thought that within four months the
crude oil price would be at a three
year low!
We need to see more young people
coming through looking for a career
in the industry.
Our industry is being supported
by the fact that we are using foreign
crews, for which I am truly grateful,
but we need to look further than the
next few years – we need to look
at who will be the next generation
of young skippers and if we do not
address that problem soon, then it
will be an industry that will slowly
fade out just like so many great
fishing ports all around our coastline.
Having said all that, fishing is not
for the faint hearted. You need to be
tough, hard-working, energetic and
be able to live, eat, work and sleep
in very close proximity to your fellow
crew mates. Be warned!
The next issue of The Longliner
will feature a blog from Chris
Wightman, who longlines for
whitefish out of Lowestoft.
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“Rights of access to fisheries must be coupled with clear
responsibilities, and this means that those who access
a fishery are involved in related decision-making.”
Testing
the waters
Minister for the Natural and Marine Environment, Wildlife and Rural Affairs, Huw Irranca-Davies,
joined Defra in late 2008 from the Wales Office. Seafish Head of Environmental Responsibility,
Philip MacMullen, talks to the Minister about the challenges facing the seafood industry in 2009,
including the value of the catching sector and the upcoming Marine Bill.
Minister for the Natural and Marine Environment,
Wildlife and Rural Affairs, Huw Irranca-Davies.
PM: The ‘Defra family’ represents lots
of different interests, through Seafish,
Natural England, Environment Agency
and Marine & Fisheries Agency, and the
new Marine Management Organisation.
How can the different organisations best
work together to achieve sustainable
development goals?
HI-D: All of Defra’s diverse partners and
bodies who translate our policies into
results on the ground (and at sea!) play
a part in our strategic priorities. I want to
work with Seafish and everyone else to
secure a healthy natural environment, help
to tackle dangerous climate change which
is having a big impact on our seas, and
in the case of the seafood sector forge a
strong industry prepared for tomorrow’s
challenges and achieving high standards.
PM: Fisheries management is an
expensive business and resources
always seem to be getting tighter: do
you consider that the fishing industry
can contribute to keeping costs
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down by becoming more involved in the
management process? If so, how?
HI-D: Fisheries 2027 sets out our longterm vision for sustainable fisheries.
In this context, our goal for fisheries
management is to secure long-term
benefits for the whole of society. Rights of
access to fisheries must be coupled with
clear responsibilities, and this means that
those who access a fishery are involved
in related decision-making. In addition,
the costs of fisheries management and
enforcement must reflect good value for
money and be shared amongst those
who benefit.
My officials are working to assess the
options for future fisheries management,
and this work will include how effective
cost sharing might be achieved. We need
to take some hard decisions in order to
achieve our goals, and we are committed
to working with industry to explore the
issues, and deliver an economically and
environmentally sustainable fleet in the
long-term.
“The Marine Bill is
groundbreaking legislation
that will raise protection
of our seas to a new level
and improve management
and planning.”
PM: Much has been said about the
Marine Bill: Lord Greenway said the
fishing industry would be adversely
affected by the Marine Act. How will it
make life better for our fishermen?
HI-D: The Marine Bill has something for
everyone, which is why it has such strong
support. For fishermen the Bill will introduce
measures aimed at delivering a sustainable
and profitable fisheries sector. It will mean
more effective action can be taken to
conserve fish stocks and the habitats on
which they depend. Inshore Fisheries
and Conservation Authorities will replace
outdated Sea Fisheries Committees and
will have greater powers to tackle fishing
practices that cause unacceptable damage
to the wider marine environment.
Marine planning will give the industry
the chance to have its say alongside
all of the other marine users about how
the seas should be managed to meet
everyone’s needs as far as possible.
The Marine Bill is groundbreaking
legislation that will raise protection of
our seas to a new level and improve
management and planning.
PM: Is the fishing industry a nuisance,
a necessity, or something in between?
HI-D: The fishing industry plays an
important role in providing food for the
country, as well as contributing to local
and regional economies and the culture
of coastal communities.
I have been encouraged – and
sometimes challenged – by my
constructive meetings with many fishermen
and their representatives in the last few
weeks. The industry can be confident that
there will continue to be a strong working
relationship and open dialogue with
Ministers as we work together to secure
a sustainable future for businesses and
communities. Defra’s 20-year vision for the
industry in England shows how committed
we are to maintaining it.
PM: What’s your vision for the future of
fishing – and indeed the entire seafood
industry – in the UK?
HI-D: A sustainable fisheries sector is
essential for delivering our Fisheries 2027
vision, as fish and shellfish are valuable
resources shared between communities,
regions and nations. We all have a
responsibility to manage that asset on
behalf of society to get the most for today
and for future generations.
We must think and act long-term, to
secure a sustainable, profitable, fisheries
sector, providing high-quality products.
My vision is of a future where fishing
communities and businesses prosper,
we safeguard fish stocks and protect the
marine environment.
Marine Bill must consider fishing industry
Philip MacMullen, Head of Environmental Responsibility at Seafish, argues that the UK government
has a responsibility to consider the fishing industry’s point of view in the provisions of the Marine Bill.
Many people in the UK have
a strong connection to the
sea – none more so than the
men and women in the fishing
industry whose living is so
closely linked to it.
Their future is totally reliant
on a sustainably productive
marine environment. This
means that fishermen must
have the opportunities they
need to fish appropriately
and responsibly.
That’s why the Marine Bill
must be a dynamic and flexible
piece of legislation that allows
this important sector to thrive
while still maintaining respect
for our seas.
We do need to take a
precautionary approach to
protecting the marine
environment. However, this
approach must recognise the
importance of fishing as a
commercial activity and entrust
catchers to act as stewards of
the sea.
A good example of where
careful thought is needed is
in the introduction of a marine
planning regime. This will
give specific sectoral users
an expectation that they will
be able to get the permits
they need in the areas most
suited to them. We can expect
to see a massive increase in
the development of offshore
renewables like windfarms –
it’s a key Government priority
and carries a great deal of
leverage. We can expect
to see designated Marine
Conservation Zones that will
limit access from commercial
interests such as fishing.
But one of industry’s key
concerns with the introduction
of marine planning is the
potential conflict between
static and mobile activities.
Installations like wind farms
don’t move around but fish
clearly do: species, quotas and
fishing areas change regularly.
So the fundamental challenge
for the upcoming Marine
legislation is to build enough
flexibility into the planning
regime so that essentially
mobile activities like fishing
aren’t ‘boxed in’.
We strongly support the UK
Administrations’ statements
on sustainable development
policy: fishermen – and the
broader seafood industry
– are now committed to
responsible fishing and
sustainable sourcing. Dialogue
between industry, Government
departments and its statutory
advisors should provide a way
of matching the progressive
developments we see ashore
with the needs of our seas.
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2009
– what’s ahead for seafood?
A challenging year lies ahead for the seafood industry with pressure on seafood retail prices, quota
restrictions and potential legislation changes surrounding the Marine Bill and the Common Fisheries
Policy. But there are also opportunities – according to The Longliner’s survey of industry figures.
James Stephen, skipper of the Harvest Hope,
fishing out of Peterhead
“One of the biggest challenges for 2009 for us
whitefish skippers will be proving to fish buyers
and retailers that cod from the North Sea can
be caught sustainably. We’ve been trusted with
increased quotas but we are now going to have to
Simon Rilatt, director of seafood sustainability
for the Foodvest Group, parent in the UK of
Young’s Seafood and The Seafood Company
can apply to all our products – both wild caught
and farmed.
“Companies like ours have a key role to
play in helping fisheries understand how such
programmes can make a positive impact when
approaching the consumer and investment
markets. At the same time our business has no
ownership of any quota, boats or farms so we also
need to listen to our supplier’s views and concerns.
Working with and alongside organisations that
share our view of the need for ‘responsible
procurement’ is paramount to achieving this state
and fundamental to our Fish for Life programme.”
Hazel Curtis – Seafish Economics
“Finding crew for vessels has been a challenge but
as jobs become scarcer in the wider economy more
people could be attracted to the seafood industry.
“Fuel prices have reduced, but are still fairly high.
Many vessels have already made adaptations to
their vessel, gear or practices in order to reduce
dependency on fuel, but this will still be a major issue
in 2009.”
“Delivering ‘responsible sourcing’ requires a
clear vision, commitment and behaviour that
consciously engages all parts of a business,
its people and its external audiences.
“Whilst our business still believes independent
certification standards such as the Marine
Stewardship Council (MSC) are preferred,
we highlight our own Fish for Life programme
because it expresses our own standards in a way
that is easily understood by our consumers and
“The economic recession is likely to have an
effect on demand for seafood, especially the
higher priced, prime species. In the past few years
we’ve seen great improvements in the quality of
fish landed, so with downward pressures on retail
prices, it will be even more important to maintain
these standards.
Andrew Mallison, M&S Marine Technologist
“One of the challenges for 2009 will be how we
can support Government advice to get consumers
to eat more fish. We have seen customers have a
lack of confidence around cooking fish and trying
new varieties, so they often choose traditional
favourites like cod and haddock which puts
pressure on these species. At M&S we are helping
customers with recipe cards featuring different
species and our Cook! range helps inspire
customers with dishes such as Orkney Crab
Cakes and King Prawn curry which are readyprepared for customers to simply cook at home.
“Another challenge will be the cost of seafood
compared to meat and poultry. With pressure on
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focus on marketing the fish we catch – and explain
to people that it’s ok to eat.
“And we can’t stand still on the catching side
of things either – we need to keep using the
right nets and gear to prove to the green pressure
groups that we are serious about fishing for
cod sustainably.”
disposable incomes, this will be more important
than ever during 2009. M&S has worked very
closely with our suppliers to offer outstanding
value for our customers, and we’ll continue to build
on this commitment to respond to the pressures
consumers are facing with tightening budgets.
“Ensuring sustainability must continue to
be of paramount importance as we know our
consumers feel strongly about the future of the
oceans and retailers must demonstrate they
are sourcing wild and farmed fish responsibly.
M&S has made big steps to ensure this and has
worked closely with the RSPCA as the first retailer
to receive Freedom Food status for the high
standards of our salmon farming.”
Mitch Tonks, seafood chef and restaurateur
“The opportunity for good quality frozen fish will
emerge as prices rise and operators want to cut risk
of wastage in kitchens but also, like never before,
there are some amazing fisheries and aquaculture
programmes all around the globe and the harvest from
these needs to be distributed in frozen form to ensure
the product is consistent in delivery. If the same
demands on quality that are made on fresh happen
here it could be a very exciting time for seafood.”
Simon Rimmer, celebrity chef and host
of the 2009 Fish and Chip Shop of the
Year competition
to try other whitefish, such as pollack.
“Despite the economic downturn, statistics
show that fish and chip shops have seen an
increase in customers and sales for the first time
in five years, as more people choose to save
money and spend the evening at home with
a takeaway. Fish and chips are a great British
staple, offering terrific value for money and a real
feel good factor as you tuck in – it’s no wonder
more of us than ever are seeking out this perfect
comfort food.”
Tom Pickerell, Shellfish Association of
Great Britain
the addition of further shellfish ‘Good Practice
Guides’ and the MSC are trialling an approach in
Sussex to assist the certification of data-deficient
inshore fisheries.
“The EU Commission will be launching their
‘Green Paper’ on the reform of the Common
Fisheries Policy in 2009, and the shellfish sector
needs to be ready. One ‘must’ is the continued
need for a derogation for national control out to
12 nautical miles but we also need to press
for national control over foreign vessels with
historic fishing rights within 6-12nm. Sustainable
shellfisheries, most of which occur within 12nm,
requires the ability to manage appropriately.”
Iain Gatt, President of the Scottish
Fishermen’s Federation (SFF)
world-class seafood, given the current state of
the world economy.
“It is all too easy to focus on the negative
sides of dwindling quotas and ever tighter
management controls, and I firmly believe in
looking at the positives. I am particularly proud
that the Scottish industry is pioneering a whole
range of innovative conservation measures
that will ensure sustainability remains at the
heart of our day-to-day operation.”
“I think trends in restaurants will certainly move
towards healthy eating offers and seafood will
be a big part of this. Those of us at the sourcing
and supply end should work very much in
tandem with retailers and restaurant operators to
make sure that our knowledge is shared so that
consumers can eat great sustainable seafood
with confidence.
“Fish and chips are a huge part of our seafood
experience in the UK and I can’t see that changing
in 2009 or the foreseeable future. Customers are
becoming more concerned about the provenance
and sustainability of their food and shop owners
can tap into this by varying the species of fish they
offer. Cod is certainly still the most popular fish on
the menu but the public are becoming more willing
“The shellfish sector continues to surprise people
when they realise its value; the latest Defra
statistics show that in 2007 shellfish accounted
for 51% of the total value of seafood landed into
the UK by UK vessels.
“We hope the sector continues to grow in
2009, although it is facing a variety of challenges.
The sector remains under-resourced in terms of
Government-funded stock assessments – without
such information our shellfisheries struggle to
get sustainably accredited. However, in 2009 the
Responsible Fishing Scheme will expand with
“There will be numerous challenges this
year, including tackling the crazy practice
of discarding marketable fish, representing
Scottish fishermen during debate on the
reform of the CFP, and finding solutions to
mitigate the high price of fuel.
“But perhaps the biggest challenge for 2009
will be maximising the value of Scotland’s
Nathan de Rozarieux, Seafood Cornwall
“Like other regions of the UK, Cornwall and the
wider south west has had to face up to challenges
of sustainability and better align the catching
capacity of its fleets with the available resources.
“With scientists now saying that many key
stocks, such as hake or monk, are either already
being harvested sustainably or headed towards
that point, we hope that the worst is behind us and
that consumers and trade buyers can get back to
focusing on the key issues of quality and taste.
“In that respect, the south west has much to
offer: whitefish such as hake and haddock are
plentiful and great value; shellfish, including brown
crab and spider crab, are available in abundance;
and small oily pelagics, such as the Cornish
sardine and Devon sprat, hit the triple crown of
healthy, sustainable and quality.”
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Fishing
the box
outside
By Martin Hickman
The Independent’s Consumer Affairs Editor writes for The Longliner.
Fishing has been in stormy weather over the past decade, with decommissioning, declining stocks
and higher fuel costs putting a strain on even the hardiest skipper. But even in an industry struggling
with long-term pressures there are bright spots and signs that things are getting better.
F
ishermen are banding together
to protect the stocks they rely
on, finding new species to catch
and promote and innovating in all kinds
of ways.
The £2.7 billion-a-year seafood industry
is working to maintain stocks and Britain
has been one of the most enthusiastic
supporters of the Marine Stewardship
Council for sustainable fisheries. Effort has
also been put into the Responsible Fishing
Scheme, which advises vessels how to
minimise disruption to the high seas.
Both of these schemes, together with the
EU quota system, will hopefully help fish
stocks return to the abundance of a few
decades ago.
In the meantime, fishermen are looking
at how they can change to make a better
living. Smaller EU quotas mean that
skippers must add value to trips and ensure
their catch makes higher prices on dry land.
Lobsterman Sion Williams takes tourists
out for angling or dolphin-watching from
his boat on the Lleyn Peninsula in north
Wales. Guests now make up a quarter of
his earnings, and, importantly, are a reliable
stream of income in an uncertain business
which depends on the behaviour of wild
animals and the weather.
On the Cornish coast, David Stevens
and his brother Alec are harnessing
new technology to tell buyers what they
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have caught on their boat, the 21-metre
Crystal Sea.
Using a satellite link on a laptop onboard
the pair email details of the numbers and
species they have netted via satellite to
their father, who lists the catch on the
website crystalseatrawling.co.uk. Buyers for
the restaurant trade and fishmongers can
then order haddock or ling on the Plymouth
auction website – without leaving their
home or work.
“Customers can see
what we do and they
can understand it’s not
just about pilfering the
sea for a few fish”
David also blogs on the daily life of a
fishing boat in the Atlantic: “Customers can
see what we do and they can understand
it’s not just about pilfering the sea for a few
fish. It’s a serious business and we care
about the sea a lot.”
Promoting new species can make bycatch more valuable. Britain’s fish diet is
still heavily dependent on just five species
– cod, haddock, salmon, tuna and prawns,
despite the fact that the seas teem with
The website, www.crystalseatrawling.co.uk,
offers fish buyers a sneak preview of what’s onboard.
pollock, gurnard, sardines, sprats and two
other widely known but underrated species:
herring and mackerel.
But things are changing. Sales of squid
alone rose by 53 per cent in 2007, while
pollock rose by 151 per cent. Chefs such
as Hugh Fearnley-Whittingstall and Tom
Aikens are trying to popularise lesser
known but tasty and sustainable species,
to take pressure off cod and haddock.
The seafood industry is also working on
creating new markets for lesser-eaten
fish. In the West Country, trawler owners
hope that one day sprats will become as
common on the dinner table as kippers.
A small fleet chases the annual arrival
of sprats between early September and
March but in 2007 earned just £300,000
“The fishing industry – particularly
in Scotland where much of the
UK industry is based – has made
huge strides towards certifying
Scottish fisheries”
for 1,300 tonnes of sprat compared with £1.1 million for
650 tonnes of anchovy that made a surprise appearance
– one seventh of the price.
Now the South Western Fish Producer’s Organisation
(SWFPO) is seeking Marine Stewardship Council (MSC)
certification for the fishery to increase quota and UK consumption.
At the moment, most sprats are pickled and exported to Baltic
countries such as Sweden, Finland, and Poland.
Jim Portus, chief executive of the SWFPO, believes sprats
have a future. “You don’t have to take the head and tails off and
gut them. You can flash fry them and serve them whole. They
are surprisingly tasty; a bit like herring,” he says.
“The likes of Hugh Fearnley-Whittingstall and Tom Aikens
have all promoted the virtue of sprat and it’s a case of tapping
into that.”
Seven fisheries are currently certified by the MSC, including
Welsh Burry Inlet cockles; Bridlington sea bass; Hastings Dover
sole; Hastings mackerel and herring; Thames herring; North
Sea herring; and Cornish handline mackerel. A further 16 British
fisheries are going through assessment.
In volume terms, the US has more sustainable fisheries and
the Dutch have agreed to certify all their fish by 2012, but the
UK can be proud of its effort, which is among the best in the
world, according to James Simpson of the MSC.
“The UK response to certifying and eco-labelling fisheries
has been fantastic with our retailers arguably leading the way.
“The fishing industry – particularly in Scotland where much
of the UK industry is based – has made huge strides towards
certifying Scottish fisheries and I expect we will see more
Scottish fisheries certified in the next few months,” he attests.
One of the benefits for fisheries is the MSC logo, which
helps shoppers identify sustainable stocks. Out of 1,915 MSC
labelled products worldwide in 40 countries, 295 are on UK
retailer’s shelves.
In another initiative, hundreds of vessels are taking part
in Seafish’s Responsible Fishing Scheme, which sets basic
standards, including allowing marine scientists on board.
Fishermen are kept up to date with best practice, which
includes adding escape panels to lobster pots for the benefit of
juveniles and relief panels to beam trawlers for unwanted small
fish and shellfish.
Over the long term, Seafish hopes to make the ‘informative’
standards above into ‘normative’ basic standards.
Tesco is meeting half the cost of any boat applying, meaning
that the average cost for vessel owners is £130 to £200. Some
300 boats have passed the independent inspection for the
scheme – 22 per cent of the UK fleet by tonnage.
In the long term the RFS scheme should improve the
environment and raise prices, according to co-ordinator Mick
Bacon. He says: “You can see a time coming when the big
supermarkets will source preferentially and I believe when that
happens there will be a premium.
“But at the moment it’s more about kudos and saying:
‘I’m proud of what I do. I do a good job’.”
Case study
Fishing tourism in Wales
Sion Williams has found
taking tourists out on his
boat is a useful way of
guaranteeing an income in
an uncertain business. He
also quite enjoys having
people on board.
A fisherman since he was
14, Sion owns a six-metre
catamaran, which he uses to
bait lobster and crab.
Two years ago, with fish
stocks declining and the price
of fuel rising, he decided to
diversify by offering tourists
the chance to accompany
him on a trip out to sea.
Now he takes dozens of
tourists on a tour of the coast
off the windswept Lleyn
Peninsula for trips averaging
two hours.
Although the tourists are a
valuable source of income,
during the summer Sion
combines both tourism and
fishing to make the most of
the weather. “My mindset is
to make hay while the sun is
shining,” he says of his long
August days, which can begin
at 4am and end at 8pm.
But tourism is a diverting
sideline. “It’s quite enjoyable.
When you go out fishing you
don’t see anybody, so it’s nice
to have a chat.”
Sion advertises his trips by
putting posters up at local
shops and campsites. Most
trips involve hugging the coast
but, while they are out, Sion
will haul up a few lobster pots
to give his guests a flavour of
the life of a fisherman.
He charges £10 per adult
and £8 per child per hour,
which includes lines and
bait for his guests to fish for
mackerel, pollock and bass.
The income helps pay for
the upkeep of his vessel, fuel
and bait. The tourists keep
coming back.
“I think most people
have enjoyed themselves
especially young kids who
would be quite reluctant to go
fishing but when they go their
attitude changes and they
want to go fishing again.
“Young kids think it’s going
to be boring and there will
be no fish with their feet just
hanging over the side, but
once they get a bite or see a
dolphin it’s an eye-opener.
It’s a nice relaxing trip.”
But he can’t combine
commercial fishing and
tourism at the same time,
he says. “You can’t just go
to the wheelhouse and shut
the door.”
Issue 1
The Longliner
9
he Marine Conservation Society believes
that retailers should improve the labelling
of seafood through additional product
detail including species name, capture area,
and capture method, to enable consumers to
make an informed sustainable seafood choice.
With 88% of EU fish stocks overfished,
compared to 25% on average globally, the threat
to our fish stocks is both immediate and evident.
To ensure that we have a sustainable future for
both the marine environment and the fishing
industry, consumers need to know whether
the fish that they are buying comes from an
ecologically sustainable source
MCS often hears that the implication of such
legislation would be costly and logistically
impossible, however from visits to suppliers, MCS
has learnt that information is often readily available
to the retailer through traceable barcodes and serial
numbers allocated to each box of fish. The MCS’
labelling campaign is aimed at voluntary changes
that would allow small fishmongers to gradually
change their labelling, reducing any economic
burden. The costs that are involved would, for the
major retailers, be a drop in the ocean.
The UK industry is leading the way in terms
of sustainable seafood in Europe, yet little of
this is being communicated to the consumer.
By indicating capture method and area retailers
would be highlighting the sustainability of the
product, at little cost to themselves, resulting in
a potential increase in profits. Indeed, a study in
the USA has shown that improved labelling of
seafood leads to increased consumer confidence,
which in turn leads to increased sales.
MCS also believes that whilst the consumer
may not understand what the various fishing
areas mean, they do not necessarily need to.
With improved labelling, consumers would simply
need to match the information on the label with
the relevant MCS advice from our freely available
Pocket Good Fish Guide. Many consumers want
to act on the information provided by MCS and
other organisations but find themselves unable to
due to a lack of sufficient labelling.
by Sam Wilding,
Marine Conservation Society Fisheries Officer
Yes
10 The Longliner
Issue 1
“Should
seafood retailers
provide more
information
about where
their fish and
shellfish is
sourced from?”
obody is against providing relevant
and accurate product information.
The problem is that providing more
on the sourcing of seafood is actually a very
complex task. The reason for this is that whilst
we are already looked after fairly well, a little
extra knowledge is a dangerous thing. If some
consumers really do want more information
about their seafood that’s fine, but they should
be prepared to pay for the service.
Consumers are already protected by a legal
requirement to label seafood with the commercial
name of the species, information on the method
of production (such as ‘caught at sea’ or ‘farmed’)
and the catch area or country from where the fish
or shellfish was caught or farmed. There have been
problems with enforcing this requirement but the
situation is improving rapidly. The authorities in the
UK, in the rest of Europe, and others around the
world, are increasingly aware of the benefits of good
basic labelling information. Properly labelled seafood
will be legal, responsibly caught and well managed.
If we want to go further than this – for example
by providing information about fishing methods,
‘sustainability’ or environmental concerns – we
have to be quite careful. There are many different
opinions about these sorts of issues, so they need
to be explained properly; but there isn’t room on
the packaging to do this. What form would the
information take and would most consumers
understand it? Ensuring that seafood of different
‘supply quality’ is kept separate is also difficult. Let’s
be clear, there are real costs involved in maintaining
paperwork beyond what is legally required, as well
as the checks needed to maintain a due diligence
defence, if labelling is found to be incorrect. This
may put seafood – a valuable food source – out of
the budget of some consumers.
There are already laws in place to manage
fishing’s environmental footprint and these
provisions are becoming stricter all the time. If a
seafood supplier wants to create a special brand
identity based on these values, that’s fine, but
generic labelling already provides a valuable
basic message.
“
“
T
Head to Head
Q N
by Fiona Wright,
Seafish Legislation Food Standards Officer
No
Seafood calendar
Highlights from the definitive seafood events directory – on the Seafood Information Network
http://sin.seafish.org
Seafood Choices Al
liance Seafood Su
mmit
1-3 February 2009
Hilton San Diego Re
sort, San Diego, US
A
Seafood Summit br
ings together globa
l
representatives from
the seafood industry
and conservation co
mmunity for in-depth
discussions, presen
tations and networkin
g
with the goal of ma
king the seafood
marketplace environ
mentally, socially an
d
economically susta
inable.
Sustainable Dev
elopment 2009
:
Engaging our
Environment
19 February 20
09
Barbican Centre
, London, UK
‘Engaging our
Environment’ w
ill focus
upon the latest
decisions and pl
ans
surrounding su
stainable develo
pment
policy, from go
vernment strate
gy to
European best
practice.
www.seafoodsumm
it.org
www.publicser
viceevents.co.u
k
Fishing 2009
14 May 2009
, UK
SECC, Glasgow
e
the meeting plac
is
09
Fishing 20
ry.
st
du
in
ng
hi
cial fis
for the commer
K
U
ners from the
Skippers and ow
here to source
er
th
and Europe ga
d network with
new products an
ues.
industry colleag
po.co.uk
www.fishingex
Spotlight on
O
2009 Seafood Awards – 21 May
ne of the biggest
events on the UK
seafood calendar
is back this May – the
biennial Seafood Awards.
A record number of
entries have been received
in many categories,
including the popular
Catching Sector category.
One of the new categories for 2009,
Encouraging Children to Eat Seafood, has
attracted a diverse range of entries from contract
caterers, fishmongers, restaurants, processors
and universities, to fish and chip shops – and
the judges have reported that this has proved a
particularly interesting one to evaluate.
The expanded Sustainable Future categories
have also proved popular – with strong
competition across all the sectors.
Foodservice will also be hotly contested,
with entries from Hilton Hotels, Sodexo,
Avenance, Compass, Chef & Brewer, M&J
Seafood, Brakes and many independent outlets
across the country.
ainable Future
ulture – A Sust
ac
qu
A
h
tis
ot
Sc
21 April 2009
h, UK
versity, Edinburg
Heriot-Watt Uni
inability
sta
will explore su
The symposium
ronment,
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science
elfare, the role of
fish health and w
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cu
impact of aqua
socio-economic
the Scottish
by
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symposium is be
conjunction
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burgh and The
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The independent retail category has received
high quality entries, and the multiple retail sector
has also been well represented with entries from
Asda, Morrisons, Sainsbury’s, The Co-operative,
Waitrose, Tesco, M&S and Aldi.
The judging process is now well under way.
Many of the UK’s top seafood chefs, restaurants
and pubs were on tenterhooks until recently,
awaiting the mystery visits which took place
around the country.
Judging panels also met in January at
Westminster Kingsway College, London and the
Seafish offices in Grimsby when, among others,
more than 40 new seafood products were put to
the taste test.
For more information about
the Awards and to view the
recently announced finalists
visit www.seafish.org/
seafoodawards
Tickets are still available
for the Seafood Awards
black tie gala evening on
Thursday 21 May 2009 at
the Marriott Grosvenor
Square, London W1.
For more information about
attending or sponsoring
the Seafood Awards 2009
contact: Nikki Hawkins,
Seafish, 01889 271604 or
n_hawkins@seafish.co.uk
Issue 1
The Longliner
11
– New research reveals insights
Understanding the seafood consumer
12
The Longliner
Seafood is a unique product with
diverse species, interesting products,
and proven health benefits – it has
many advantages compared to
other proteins. But new research
carried out by Seafish shows that
communicating these benefits is
crucial as consumers firmly place
price at the top of their shopping list.
T
he comprehensive research, which
included a survey of 1,000 people,
revealed the importance of reassuring
shoppers that their ‘need states’ – chiefly
those around value – are being met when
purchasing seafood.
Need states are the triggers and perceptions
that consciously and subconsciously influence
consumers’ buying behaviour. These need
states can be broken down into three categories:
functional, emotional and hybrid.
Dr Lorna Jack, from Seafish Market Planning,
says identifying need states, along with their
triggers and barriers, makes it easier to convince
consumers to choose seafood.
“If you are aware of exactly what the consumer
is looking for, you can cater to those needs. This
new research gives extra insight that retailers and
processors can use to their advantage.”
Functional needs – get practical
Functional need states focus on practicalities,
such as ease of preparation, price and value,
and versatility.
In the current financial climate, it is not surprising
that the research confirmed that price and value
are at the front of shoppers’ minds when it comes
to functional needs, with 79% of respondents
indicating price as the key influencer when
purchasing seafood.
“Price is important but the overall ‘value’ of
seafood won’t be overlooked by consumers if the
product offers up other benefits – such as good
nutrition and great taste. Seafood retailers should
focus on the overall value of seafood rather than
comparing it directly to other proteins,” says Lorna.
Versatility is another important functional need.
“Versatility should be emphasised by recipe
ideas that demonstrate the use of seafood in a
range of different meal occasions,” added Lorna.
“For example, a flier showing three different ways
of using a seafood product – like fishcakes, fish pie
and a chowder.”
Issue 1
Ease of preparation is another
functional need – with seafood it
involves addressing bones, smell,
how to cook the product, how to
tell when it’s cooked and how
quick and easy the dish will be
to prepare.
“Educating consumers on preparation,
cooking tips and providing simple recipe ideas
will go a long way to demystifying seafood and
giving people the confidence to eat seafood at
home,” she continues.
Emotional needs – get personal
Emotional needs are largely subconscious and
stem from personal feelings and beliefs. This
category includes familiarity, habit and tradition,
and the taste, texture and flavour of food.
Being highly personal and often subconscious,
emotional needs are probably the hardest area
for seafood retailers to tackle.
“Awareness and actual experience with
different species of seafood is very important in
encouraging people to consume more seafood
and in encouraging them to try new species,”
explains Lorna. “If consumers aren’t aware of
new species then there is no scope for them
to try them. For this reason, new species must
“Educating consumers on
preparation, cooking tips
and providing simple recipe
ideas will go a long way to
demystifying seafood and
giving people the confidence
to eat seafood at home”
be communicated with information on
taste, preparation and meal ideas – and
offering free tastings is a really effective
approach. Habit can be very difficult to
alter but it begins with getting consumers
to try new things.”
Emotional need states also include the
sensory properties of seafood – taste is a
large influencer in the triggers for purchase,
with 49% of shoppers mentioning this as a
reason for buying seafood.
“Seafood is a unique eating experience
and this should be communicated to
the shopper – nothing offers the variety,
distinctive taste or health benefits
of seafood.”
Hybrid needs – get healthy
The hybrid need state spans the gulf
between functional and emotional needs –
looking at health, nutrition and variety.
The recognised nutritional benefits of
seafood stand it in good stead for addressing
health issues like weight management and
maintaining a balanced diet.
“Highlight the positive lifestyle benefits of
seafood consumption, its role in providing
Omega-3 and other nutrients,” says Lorna.
“Incorporating seafood into the diet will
make it healthier and more varied. The
messages and actions needed to address
these hybrid need states require a longerterm focus and will take time to filter down
into consumers’ consciousness – but the
benefit will also be long term.”
Nearly 50% of consumers said they
looked for variety when purchasing seafood.
“Seafood should be the obvious choice
when people are looking for something
different for a meal,” says Lorna. “Naturally
the range of seafood available is already
wide, but anything extra – such as added
flavours or new species – should attract
the more adventurous shoppers.”
For more information about the new
consumer research contact Lorna Jack.
T: 0131 524 8679 or l_jack@seafish.co.uk
Seafood consumers – their relevant need states
The core need states for seafood by each segment are highlighted below.
Increasing
relevance
Diminishing
relevance
First Time
Jobbers
Young
Families
Enlightened
Mums
Value
Seekers
Gourmet
Grannies
Ease of
preparation
Nutrition
Familiarity
Value/price
Taste/flavour
Familiarity
Health
Habit/tradition
Familiarity
Health
Variety
Familiarity
Value/price
Versatility
Versatility
Value/price
Value/price
Nutrition
Easy on the eye
Consumers have clear expectations of seafood packaging,
according to the new consumer research. Here are some
tips to help seafood products fly off the shelves.
•Fresh seafood is viewed as being fresher and less
processed than other categories and so the key to effectively
displaying seafood on the counter is to create visual cues
to reinforce imagery of quayside freshness and traditional
fishmongers’ counters. A well stocked ice bed with clear
labelling encourages consumers to stop and look at the
fresh counter.
•Chilled, pre-packed seafood should be packaged in a way to
let the consumer see the product. Again, cues on freshness,
quality and origin should be used.
•Consumers are looking for very different offers in the frozen
aisle so the packaging requirements and cues are quite
different from those for chilled pre-pack and counter:
–Consumers expect to see busy and bright cardboard
boxes with images of the product.
–Consumers use recognisable and prominent brands as
measures of quality assurance.
•Chefs or seascape imagery augments the credibility of the
product – shoppers associate chef endorsed products as
being more sophisticated and images of the sea reinforce
the ‘natural-ness’ of the product.
•While bagged products are seen as being easier to store,
shoppers find it harder to pick out information on bags.
However, bags have the advantage of allowing consumers
to see the product.
•When shopping in the ambient sector, consumers again
rely heavily on brands and on pack imagery to select
quality products. The functionality of the packaging is also a
consideration, with portion control and ease of opening an
important consideration.
Issue 1
The Longliner
13
Market watch
the guide to what’s going on in the seafood market
Table key
MAT LY– moving annual total last last year,
i.e. 52 weeks data.
MAT TY – moving annual total this year
MAT 2 YA – moving annual total two years ago
% Chg YA– percentage compared to one year ago
WE – week ending
Top 20 species (fresh and frozen total coverage)
Value (£’000s)
Dr Lorna Jack
Seafish Market Planning
Overview
Retail overview
The UK retail seafood market
was worth £2.73 billion in the
52 weeks to 29 November
2008, up 4% on last year
(Nielsen Scan Track, see
data note). However, over the
same period volume sales
have remained flat, with just
over 385,500 tonnes of
seafood being purchased
by British consumers.
Sector analysis
The frozen sector is currently
performing best, with value at
6% growth and volume at 3%.
The fresh sector is feeling
the economic squeeze with
flat sales. Some of the growth
in the frozen sector can be
attributed to consumers
switching from the fresh
sector as fresh products
become more expensive.
In addition, frozen products
are viewed as being better
value for money as they offer
easy portion control and less
wastage because they can be
kept in the freezer for months
until needed.
The ambient sector is down
4% by volume while value is
up 11%. This indicates that
ambient seafood is becoming
a more expensive product in
general and this has led to
some consumers dropping out
of the market.
14
The Longliner
Issue 1
Volume (‘000s kgs)
MAT LY
MAT TY
%
Chg YA
Salmon
605,311
614,589
1.5
Cod
385,556
346,570
-10.1
55,411
45,819
-17.3
Tuna
296,544
332,597
12.2
83,986
78,935
-6
MAT LY
MAT TY
%
Chg YA
53,799
55,219
2.6
Haddock
219,812
222,058
1
25,485
24,318
-4.6
Cold water prawns
186,024
191,272
2.8
23,583
22,934
-2.8
Warm water prawns
173,139
177,614
2.6
14,895
14,153
-5
Mackerel
94,476
90,930
-3.8
16,555
15,755
-4.8
Scampi
52,714
58,809
11.6
5,499
6,129
11.5
Pollack
16,005
54,198
238.6
3,208
11,774
267
Trout
43,850
44,995
2.6
4,826
6,026
24.9
Plaice
36,131
33,745
-6.6
3,895
3,516
-9.7
Sole
29,731
28,886
-2.8
1,978
2,073
4.8
Seabass
22,328
23,153
3.7
1,343
1,391
3.6
Crabstick
22,605
18,994
-16
5,999
5,334
-11.1
Mussels
17,265
17,071
-1.1
2,787
2,956
6
Kipper
13,082
14,120
7.9
2,725
2,932
7.6
Scallops
10,830
14,104
30.2
533
694
30.2
Crab
10,496
9,989
-4.8
654
618
-5.5
Coley
8,147
8,429
3.5
1,466
1,226
-16.4
Herring
7,590
6,436
-15.2
1,354
1,121
-17.2
Sector shares – total coverage
Value/£000s
Seafood
Ambient
MAT to WE 01.12.07
MAT to WE 29.11.08
% Chg
2,629,816
2,728,563
4
420,870
466,294
11
Fresh
1,507,596
1,519,014
1
Frozen
701,350
743,255
6
MAT to WE 01.12.07
MAT to WE 29.11.08
% Chg
Volume/tonnes
Seafood
386,812
385,534
0
Ambient
114,446
110,338
-4
Fresh
138,321
137,656
0
Frozen
134,045
137,539
3
Data note
Nielsen is the leading supplier of information and data in the UK retail market. Nielsen Scantrack monitors weekly
sales from a national network of checkout scanners and represents sales in over 74,000 stores.
Focus on
New species
Over the past three years a number of new
species have entered the UK retail market.
The most notable of these is basa, also known
as pangasius, a type of catfish farmed mainly
in Vietnam.
Since its introduction into the UK market in
2007, sales have rocketed to £5.6 million, an
increase of more than 200% year-on-year.
Pollack is another species currently doing
very well on the retail market. Although pollack
is not strictly a new species – it would previously
have been labeled as ‘whitefish’ – it has become
much more popular over the last few years with
manufacturers now marketing it as pollack.
A prime example of this is Birds Eye Omega 3
fish fingers which are made with Alaska pollack.
As the recession continues to bite in 2009,
sales of basa and pollack are expected to
continue growing as shoppers switch to cheaper
alternative species to cod and haddock.
New species by value/£
MSC-labelled hake from
the South African fishery
is widely available in
supermarkets.
Squid is now being caught
in UK waters – particularly
in the south west of England
and north west Scotland. It
is a non-quota species and,
although its season varies,
it is considered sustainable.
MAT 2YA
MAT LY
MAT TY
% Chg YA
Basa
NA
1,558,147
5,606,617
260
Char
30,888
519,943
259,642
-50
Coley
9,310,763
8,147,049
8,429,089
3
Hake
5,897,107
6,815,753
5,111,235
-25
613,666
966,572
992,059
3
Langoustine
Octopus
114,536
169,156
123,212
-27
Pollack
2,960,998
15,450,608
44,154,467
186
Seabass
13,760,862
22,328,079
23,152,857
4
Squid (calamari)
2,635,565
3,951,922
4,751,110
20
Tilapia
1,656,107
2,741,177
2,823,911
3
MAT 2YA
MAT LY
MAT TY
% Chg YA
NA
183,771
677,980
269
New species by volume/kg
Basa
Langoustines have long
been the gourmet’s
favourite, but now they’re
great value and responsibly
sourced, perfect as a
seafood treat.
Seabass has become
increasing popular over the
last two years. Most of the
product is farmed in Greece
and imported into the UK.
Char
1,775
46,735
27,677
-41
Coley
1,656,974
1,466,345
1,225,965
-16
Hake
808,345
843,052
590,378
-30
Langoustine
28,859
78,164
99,020
27
Octopus
7,489
11,107
7,528
-32
Pollack
614,814
3,041,503
8,614,128
183
Seabass
836,793
1,343,162
1,391,484
4
Squid (calamari)
262,659
453,992
559,890
23
Tilapia
69,529
118,420
117,644
-1
Top 7 new species value sales last year (LY) vs this year (TY)
New species
Total Coverage – Value (£’000)
Period Ending WE 29.11.08
50000
MAT LY
45000
MAT TY
40000
35000
30000
25000
Feedback
20000
Is this retail and market
data useful for your
business? Let us know:
news@seafish.co.uk or
0131 524 8658.
10000
15000
5000
0
Basa
Coley
Hake
Pollack
Seabass
Squid
(calamari)
Issue 1
Tilapia
The Longliner
15
SEAfood hero
Sandy Livsey
Sandy Livsey co-owns the Samantha Jane,
a thirteen-metre catamaran, with his partner
Magnus Norquay. They fish for crab and
lobster out of Stromness and were the first
boat in Orkney to achieve certification to the
Responsible Fishing Scheme.
S
andy and Magnus
have their own chilled
lobster holding facility
where the catch is held at a
steady temperature to avoid
stress to the animal until
they are sold.
All of the catch from the
boat is processed locally
by one of the UK’s biggest
crab processing and
distribution companies,
the Orkney Fisherman’s
Society, which keeps the
shipping costs down and
benefits the local economy.
The Samantha Jane is
featured on the packaging
of a newly-developed pot
of Orkney crabmeat to
demonstrate the product’s
tight chain of custody.
The thought of not being
a fisherman of some sort has
never really crossed my mind.
I love being a fisherman.
Firstly, it is being outside in
the fresh air and not being
in an office nine to five.
Then comes things like the
staggering views everywhere,
every day. The beauty of all
16
The Longliner
Issue 1
the weather conditions on
the sea are stunning, such as
the sunrise and sunsets. Oh,
and nothing beats being able
to take home and cook our
quality catch for tea!
There are a lot of amazing
things we see every day,
but we just take it for granted
– but seeing killer whales
searching for prey along the
beaches is pretty special.
Choosing a favourite
seafood meal is almost
too hard to answer! I love
everything! It’s not a meal,
but my favourite might be
just breaking open a cooked
crab claw with a little salt,
pepper and mayo and eating
it straight away.
There’s a lot of talk about
fishermen having strange
superstitions, but I don’t
really worry about any of
them – and I’ve been lucky
enough never to have had
seasickness.
The biggest lobster we’ve
ever caught was just over
10 lbs – a monster!
Every day starts at
different times to suit the
tides. Some days it’s 5am,
other days as late as 11am.
My ideal guest crew
member would be The
Sugababes if you could
arrange it! Rick Stein with his
Seafood Odyssey would be
good – I’m a big follower of his
programmes and he has done
a lot to promote our own great
seafood to the British public.
Sandy is a member of the Responsible
Fishing Scheme, coordinated by Seafish.
His is one of about 300 vessels around the UK
that have voluntarily signed up to the Scheme,
developed to raise standards in the catching
sector and ensure best practice and responsible sourcing.
For more information visit http://rfs.seafish.org/