Provenance will become stronger selling point

Siri Elise Dybdal

Basset says that after the recent beef/horse meat substitution scandal - which has created a strong consumer reaction in Britain and Europe, he expects that provenance will become an even stronger selling point. He also predicts a greater emphasis on “buying British”, a policy retailers are already keen to emphasise in UK press

“Buying local and provenance of food is currently an increasing consumer concern,” Bassett claims.

He says the UK trout industry is now being more proactive in marketing British trout and selling the trout story to retailers and is working towards expanding the product range and re-establishing its place in the market whilst boosting consumer interest.  “The industry is going to be more proactive and aggressive in promoting our product,” he emphasises.

In November 2012, BTA, on behalf of its members, launched the ‘Buy British Trout’ campaign to encourage the nation’s shoppers to put British trout back in their shopping baskets.

The campaign highlights the health benefits, sustainability and affordability of British trout, and encourages UK shoppers to try different types of fish other than the big five - cod, haddock, salmon, tuna and prawns. It is set to run in different phases throughout 2013.