Seafish drops marketing campaign after review


UK industry body Seafish is to drop its ‘Love Seafood’ marketing campaign. It will also examine how the organization is financed, with the aim of replacing the existing levy system.

The changes are set out in a five-year business plan for Seafish, following the results of a recent strategic review.

Seafish said: “We are pleased to say that the Strategic Review has given us a strong direction and mandate for the future and a renewed sense that the industry needs our support now more than ever.

There were three clear outcomes from the consultation, Seafish said:

  1. There is an irresistible need for Seafish to exist. We will continue to support the UK seafood industry to thrive.
  2. We have a clear focus on the highest priorities for the industry right now. The industry has also told us that we are currently too dispersed. We will focus our efforts and direct our resources towards these priorities.
  3. The industry has recognized that the royalty system is outdated. We will work with the government to reform the levy and there will be further consultation with industry.

CEO Marcus Coleman said: “You told us that the tax (due on first-hand purchases of most seafood) is outdated and unfair, so we have been lobbying the government to get it. revise.

He added, “Due to the request to focus more on the above issues, we are making immediate changes to some of our existing activities.

“The biggest change is that we are stopping consumer marketing activities through Love Seafood. This will allow us to release funds to others on issues you want help with.

The campaign will end from this week.

The Seafish Review said: “The industry told us they valued our engagement across the UK and it was clear there was an opportunity to build on the existing strong relationships with devolved administrations. “

Other recommendations to address include:

  • Outdated governance arrangements by updating the framework agreement and changing the business plan cycle from three to five years.
  • Provide increased partnership opportunities with all four UK administrations.
  • To consolidate Seafish’s position as the only organization working across the whole seafood supply chain and across the UK.

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