Bord Bia has launched a campaign to encourage consumers to support their local fish industry by 'embracing' Irish whitefish.
Recent research conducted by Bord Bia shows that while the Irish seafood sector has grown by 4% to €85 million in the four months to June 2020, driven by sales of frozen fish.
The insights shows of those who eat whitefish, one in four people (26%) said that they eat whitefish once per week.
This increases significantly to 2 in 3 in the 65+ age group, while those aged between 25-34 are the least likely to eat white fish once per week (15%).
In terms of buying behaviour, those aged 25-34 (25%) are the most likely to have started buying whitefish for its health benefits during COVID-19.
Supporting Seafood Sector
Almost a quarter (24%) say that they are eating more whitefish at home since COVID-19, with 16% saying it’s because of the health benefits of whitefish and 12% doing so to support the Irish seafood sector, the research shows.
More than two thirds of those surveyed (68%) admitted that they would like their household to eat more whitefish than they currently do, with over half recognising its health benefits (57%).
Commenting on the campaign, TV chef and food writer Catherine Fulvio, said: "Whitefish like hake haddock and whiting is naturally high in protein and low in fat making it good for your heart health. Our coastline is an incredible source of quality Irish whitefish caught locally by generations of dedicated fishermen. "
"By now, we’re all more confident cooks due to time spent enjoying home cooking during lockdown so why not try something different while supporting and buying local produce. From Cajun seasoned haddock to grilled whiting, Bord Bia have crafted recipes to help you plate up a delicious fish dish in just 20 minutes,” she added.
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