Advice from fishmongers and tasty recipes reeling in customers
Dunn’s Seafare has a contract valued at €16.5m with SuperValu. The grocer expects to achieve more than €32m in fish sales this year, including selling more than €1m this Easter, traditionally an annual peak for fish.
“Good Friday has always been a bumper period for fish sales, but year-round sales have also really taken off in recent years,” says Mr Ecock. “For instance, Irish hake is now in the top five sellers. Whereas we’d hardly have been selling any six or seven years ago, we’ll sell 10,000kg of hake next week alone, which is phenomenal.”
SuperValu has seen its sales of hake quadruple since 2010. To prepare for the Easter rush, the store has launched a drive to make cooking fish more accessible, with a wealth of recipes in its ‘Fish Made Easy’ initiative.
“There is a great appetite for fish out there now,” says Mr Ecock. “People no longer need to be told the health benefits of fish, many people now eat fish in preference to other protein-rich foods. They’re also being more innovative in the meals they prepare.”
Mr Ecock says the partnership with SuperValu since 2007 has been invaluable for Dunn’s Seafare, a family-run business in Dublin. The grocer’s ‘Fish Made Easy’ concept allows customers to choose from a range of marinades or butters to season their fish in a convenient oven-ready bag for oven or microwave cooking.
They’ve also partnered on the ‘Responsible Irish Fish’ scheme, promoting sustainable fishing practices and raising awareness of ecological impacts. These efforts have been well received by the Irish fishing sector.
“SuperValu has added great credibility to these schemes,” Mr Ecock says. “This partnership has given a lot of certainty to fishermen.”
Dunn’s Seafare now employs around 90 people between its two factories in Howth and Finglas. The vast majority of Dunn’s wild fish are from Donegal and Cork, with mussels from Cork and trout from the Kirwan Family Farm in Kilkenny.
“We are seeing a trend in Ireland of people moving back to fish counters where their expert fishmongers are on hand in every store to give hints and tips to customers. People want a healthy lifestyle, and they’re seeking out expert advice.
“In surveys, we’ve found that some people are afraid of fish bones. That is why we’re worked with SuperValu to encourage people to go up to the fish counter, where the fishmonger removes the bones and offers hints on preparing the fish.
“There is a huge selection available to suit all tastes. Thanks to that taste message, along with the health benefits of fish and the simple cook-bag, consumers are really enjoying fish more than ever.”
The Easter menu at SuperValu includes salmon with teriyaki and sesame seeds, smoked coley with white wine sauce; sea bass fillets marinated in ginger, chilli and lemon; hake and cod fillets; trout and Irish monkfish fillets; plus the ‘Fish Made Easy’ range.
