#CatchOfTheDay - 16-20th March 2015

Members of the UK fishing industry are being encouraged to get on board with the NFFO's latest campaign, designed to champion the diversity and sustainability of many species landed by the UK fishing fleet in a week-long Twitter campaign.

#CatchOfTheDay - 16-20th March 2015

The initiative, dubbed #CatchofTheDay, runs from Monday 16 March until Friday 20 March 2015, and will encourage people to share photos and videos which either represent their involvement in the industry or celebrate the fantastic variety of sustainable fish now available to UK consumers.

To mark the event, the NFFO has enlisted the support of TV chef, food columnist and Great British Bake Off winner, John Whaite who is backing the campaign by urging consumers to embrace the breadth and variety of sustainable fish available over the counter and caught by the UK fishing fleet.

Of the campaign, John said: “There is a huge variety of fish available from UK waters and it's such a shame that people don't embrace this more. Cooking with different kinds of fish brings variety to our diets and also introduces us to new tastes and dishes."

“As an ingredient, fish is incredibly versatile and there is nearly always a sustainable alternative to any species. #CatchOfTheDay is all about celebrating the hard work of the UK fishing industry and celebrating the incredible range of species available from our waters. I really hope people will be inspired by the recipes I've created and will try some different kinds of fish!"

Throughout the week members of the UK fishing industry – including fishermen, retailers and processors – as well as chefs, restaurateurs and members of the public are encouraged to share their love of sustainable fish through photos or videos using the hashtag #CatchofTheDay.

For chefs and restaurants it could be an opportunity to showcase their best fish dish, or for fishermen and producer organisations the chance to show an example of a 'great British catch'. The Federation is urging people to tweet now with the hashtag #CatchofTheDay in preparation of the week and spread word of the event.

Tony Delahunty, Chairman of the NFFO said: “The idea behind #CatchofTheDay is to give individuals the opportunity to recognise the fishing industry and its contribution to UK life through one simple tweet. We hope it will be a fun way of getting across a serious message not only about the importance of the industry in providing a healthy, sustainable food source to a growing population, but also its inherent commitment to ensuring its future through sustainable methods."

Over half (52%) of people in the UK now eat seafood at least once a week and in 2013, 624,000 tonnes of fish were landed in the UK, generating a £718m economic contribution from the industry.

This initiative is being launched as part of the NFFO's ongoing efforts to raise awareness of the growing variety of sustainable species in UK waters and the important strides which have been made by the industry, particularly in the last 10 years, to improve gear and catch methods to in turn boost stock levels. According to the latest ICES (International Council for the Exploration of the Sea), there has been a 50% reduction in fishing pressure across all commercial stocks in the North Atlantic since 2000.

Great British Bake Off Winner, food columnist and TV chef John Whaite has worked with the NFFO to create a series of downloadable recipes using sustainably sourced seafood, proving they are just as versatile as the 'seafood staples'.

Try John’s recipes for yourself and tweet your finished dishes with the hasthag #CatchOfTheDay.