Today marks the start of the ‘Buy Jersey Shellfish’ campaign aimed at encouraging islanders and visitors to buy locally caught shellfish to help support our local fishing fleet.
The campaign has been developed using the results of recently conducted market research, aimed at discovering the consumer's decision making process when buying, eating and cooking local shellfish.
John Garton, Chief Executive of Genuine Jersey said ‘We were really pleased with the response to the market research conducted by local company 4Insight. They achieved 1,479 data sets from 1,582 responses which has allowed us to get a really good understanding of how consumers currently feel about local shellfish, which has helped us to shape the campaign aimed at supporting our local fishing fleet.’
All 55 members of the Jersey Fishermen’s Association are members of Genuine Jersey which allows them to use the mark on their locally caught fish and shellfish.
Don Thompson, Chairman of the Jersey Fishermen’s Association said ‘We saw many islanders rediscover their love of local fish and shellfish last year during lockdown, which saw local sales increase. This campaign hopes to recapture that enthusiasm to buy locally caught shellfish, which makes up 90% of the catch that we land, so that both the public and our fishing fleet can benefit.’
Over the coming weeks islanders will be introduced to local fishers, be shown interesting ways to use shellfish, and taught how to prepare and eat what they buy and where they can buy it from.