Direct Seafoods has launched a new campaign aimed at increasing consumption of under-utilised species of fish from local fishermen.
Through its Coastal Fish campaign, Direct – a wholly-owned subsidiary of Bidvest Group – will promote fish such as pouting, whiting and dab to its wholesale customers.
As part of the drive, Direct will encourage top chefs around the country to use them and identify them on their menus as ‘coastal fish’.
“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,” said Direct chief executive Stephen Oswald.
The initiative marks the latest move by seafood suppliers to promote under-utilised species, following the success of Hugh Fearnley-Whittingstall’s Fish Fight campaign.
Saturday Essay: The Fish Fight must continue on many fronts (6 August 2011)
He’s queasy, but Hugh lets Tesco off the hook (6 August 2011)
Meat & Fish Supplement 2011 (21 May 2011)