Jellybean Creative is a leading foodservice pr and marketing agency.

We help top brands with foodservice marketing, foodservice pr, foodservice digital and foodservice design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.

Jellybean Creative Solutions - Foodservice Marketing and PR Agency

It’s All Getting a Bit Fishy!

Posted on 5th December 2013 in Industry News, Insight
Written by: Susan Bolam

Food and Drink PR Agencies - It's All Getting a Bit Fishy!Our recent blog on 2014 trends, taken from the Baum + Whiteman LLC report, highlighted amongst other things, the fact that anchovies are set to make a splash on our menus next year (although hopefully not literally). This struck a chord with our friends at James Knight of Mayfair, London’s largest independent wholesale fish monger, who contacted us with these wise words…

“Here at James Knight we encourage caution in the use of anchovy. The main fishery for anchovy is in the Bay of Biscay. This fishery was closed in 2005 and not re-opened until July 2010, due to a collapse in the marine population. The great news is that the population recovered well during this fallow period. However, the International Council for the Exploration of the Sea have recommended that the 2013-2014 catch be restricted to 18,000 tons from the 28,000 tons in 2012-2013 in order to prevent the stock falling below the minimum level required to sustain the species. We recommend a little caution as we don’t want to see the fish over-exploited in the same way as mackerel & gurnard were following the 2011 fish fight. The consumer was encouraged to use these “under-utilised” green rated species at the time. The result was mass demand & the subsequent down-rating of both of these species, due to concerns over stock levels. We don’t want the same thing to happen to the anchovy. You can also expect prices to rocket if there is increased demand & limited supply.” said Paschal Tiernan, Managing Director of James Knight of Mayfair.

At Jellybean we applaud the work of those driving the sustainability agenda such as James Knight of Mayfair and of course associations such as the Sustainable Restaurant Association, Marine Stewardship Council, Fish2Fork, Marine Conservation Society, RSPCA, Seafish, SeaWeb, Sustain and Foodservice Footprint. We would therefore encourage chefs and caterers to bear these sage words in mind when planning menus and of course if in doubt do consult your fishmonger or supplier. By working together and sourcing responsibly, foodservice and the hospitality industry can do a great deal to alleviate some of the sustainability issues we currently face.

Here’s to great fish menus today without compromising our future!

To find out more about sustainable fish visit http://www.msc.org/cook-eat-enjoy/fish-to-eat or contact James Knight of Mayfair.


Jellybean Creative is a leading foodservice marketing agency. We help top brands with foodservice pr, foodservice marketing, digital and design. If you feel we could help you with your marcomms, strategy, public relations, creative or digital then drop us a line today.

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