The Love Seafood marketing campaign will feature fish and shellfish caught by the UK fleet, which are traditionally exported to Europe or to hospitality. Seafish is partnering with Department for Environment, Food and Rural Affairs (Defra) to deliver the campaign.

According to the latest Defra Family Food Survey, UK households consumed an average 161g of seafood per person per week in 2019, which was 5.6% more than in 2018.

Greg Smith, head of marketing at Seafish, said: “Changing perceptions is the first step towards increasing seafood consumption in the UK over the long term –the goal for our Love Seafood initiative.

“We were heartened by a consumption increase in 2019 before the Covid-19 pandemic hit, but we know there’s still a lot more work to do, especially now. We’re calling on seafood businesses across the UK to join in when the latest Love Seafood campaign launches in early March.

“Sharing a single, powerful message about the value of seafood to UK consumers will grow the presence and prominence of the entire category. Together we can help build the profile of seafood across the nation, and in the hearts and minds of the nation.”

Species of fish and shellfish to feature in the campaign include crab, lobster, oysters, squid, cuttlefish, turbot and monkfish.