A COTSWOLD fishmonger has launched its own seafood celebration to champion British fish and shellfish.
New Wave Fish and Seafood Markets will host its own Seafood Week from October 21 to 28, celebrating British seafood and encouraging customers to try lesser-known, sustainably sourced species.
The campaign will run across its Cirencester fishmonger store and the New Wave Brasserie in Lechlade, which hosts a fresh fish market on Friday mornings.
Tim Boyd, founder and director of New Wave, said: "Seafood Week used to be a great opportunity for the industry to put fish and seafood firmly in the spotlight, so when there was no longer a National Seafood Week, we thought, why wait for someone else to bring it back, we will do it.
"For us, it is about celebrating seafood, but also about reminding people just how much choice there is beyond cod, haddock and salmon.
"There are so many fantastic species available and choosing differently can make a real difference to the sustainability of our fisheries."
Mr Boyd said much of the seafood landed in the UK is exported, while domestic consumers stick to a limited range of options.
He said: "We want to help change that."
The week also marks the launch of a refreshed retail offering at the Cirencester shop, which now includes new display cabinets, improved seafood presentation and an expanded selection of cooked products.
Adam Yeoh, shop manager and fishmonger, said Seafood Week is a chance to put the fishmonger’s expertise back at the centre of the customer experience.
He said: "One of the great things about buying from a fishmonger is that you can actually have a conversation about what you’re buying.
"If you always buy cod, haddock or salmon, we can show you something different, explain where it has come from, how to cook it and why it might be a good choice.
"There are some fantastic fish around our waters which don’t necessarily get the attention they deserve.
"Seafood Week is a great excuse to try something new."
Sustainability remains central to New Wave’s ethos, with the company promoting lesser-known species to ease pressure on heavily fished stocks.
Share