The UK is the top consumer of cod and haddock – the vast majority of which is not native to UK waters – and Norway is responsible for fuelling at least a third of this. Yet UK consumers have a low understanding and appreciation that their islands waters cannot satisfy this demand.
Local sourcing is a trend on the up following the Covid19 pandemic; transparency in storytelling on the origin and quality of the UK’s favourite seafood is now more important than ever.
We challenge you to film and submit handheld, authentic footage of your life at sea for inclusion in a social media campaign to virtually get the UK onboard real fishing boats, with real fishermen at the helm to understand where their fish comes from – origin, people, pride, tradition and skills.
The deadline for submissions is 31 August.