Bord Bia in plug for seafood

THE country is officially hooked on fish, according to the findings of a newly-published Bord Bia research study.

It revealed that 43% of Irish consumers enjoy fish or seafood products at least once a week but it also found that consumers have a “limited repertoire” of fish or seafood dishes that they were confident of cooking.

Bord Bia, which recently assumed the role of promoting and marketing seafood, yesterday launched a promotional campaign to counteract this challenge by showing people that cooking fish doesn’t have to be difficult or daunting.

The promotional campaign will be fronted by TG4 weatherman, judge of the All Ireland Talent Show and keen fisherman Dáithí O Sé.

O Sé, who hails from Dingle, Co Kerry and grew up enjoying local seafood, said: “I’m certainly not the world’s best chef but cooking fish is so simple, even I can do it.”

Fish sales in Ireland for the year ending December 2009 were valued at €206 million or 19.2 million kg, representing a volume increase of 1.7% compared to 2008.

In terms of awareness, ‘traditional’ species such as salmon (88%) and cod (88%) are top with consumers. The lesser-known species include whiting, with a 36% awareness level, haddock (25%) and hake (18%).

Teresa Brophy, Ireland manager of Bord Bia, said the promotional campaign, which starts today, aims to increase consumers’ knowledge of and confidence in the preparation and cooking of fish, particularly some of the lesser-known species such as hake.