It is said that we eat with our eyes, but it is also true that we eat with our ears. Could it be possible to shift the way people feel about a food, simply by changing what it’s called?
In early 2021, we kicked off a new and exciting project, funded by the Seafood Innovation Fund. We were part of a unique partnership working with Cornish chef James Strawbirdge, The Cornish Fish Producers’ Organisation (CFPO), and Ocean Fish (a fishing and processing business) to explore the feasibility of increasing domestic consumption of two of Cornwall’s delicious, but under-loved species – megrim sole and spider crab.
The study was thorough, looking at everything from environmental surveys and fishing data from scientists, to listening to the voices from the seafood supply chain and researching recipe trends. . One of our key questions? We wanted to know what marketing measures or product development would be required so we could successfully introduce these these underutilised species more broadly to the UK consumer. Here’s how the project unfolded:
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