DISCOVERING THE NATION’S SEAFOOD

December 1st, 2020

Mindfully Wired’s latest venture in the seafood world has been a mighty one. Two months ago, we – in partnership with The Fishmongers Company – launched Discover Seafood; the UK’s first nationwide seafood portal. Creative Comms officer Elspeth reflects on this blue whale of a project, and – vitally – why there is no greater time for its arrival than 2020.

Take humble seafood blog ‘Fish on Friday’, add one hybrid super-team (that’s us plus Octophin Digital plus Fishmongers Company) and one insanely talented illustrator, then combine: 460 ports, 272 seafood retailers, 42 fish and shellfish species, 110 recipes, 230 stories, chuck in some pretty impressive coding and 9 months later… Discover Seafood was born.

I LOVE IT! WHAT IS IT?

Discover Seafood is an interactive, one-stop-shop for everything to do with seafood. And we really mean EVERYTHING.

It’s a hub for fishermen, fishmongers and fish merchants alike. It’s a resource, connecting consumers to the local catch. It’s a tool for people visiting new places, to help them discover the best, most fresh fish around. And – it’s also a focal point for the whole seafood community to unite and share their stories, old and new.

INNOVATION BORN FROM CHANGE

If it’s seafood you’re after, the fishmonger is often your first port of call. But, it’s 2020! More and more fishermen are selling their catch straight off the boat! So we didn’t draw the line there…

Discover Seafood’s community of retailers was built from the ground up, gathering fishermen, fishmongers, specialists and merchants during a time when the entire seafood supply chain was turned on its head due to the pandemic. Utilising an alternative platform from the pubs and restaurants facing lockdown has been a safety net for the fishing industry this year. And – let’s face it – for the people of the UK as well! Fresh, top-quality seafood, delivered to doors, for a taste of the seaside from the comfort of your own home. Times of hardship really do force innovation.

NICE TO PUT A NAME TO A PLACE

The Discover Seafood map is designed to serve the seafood community from a consumer as well as a retailer perspective. Seafood sellers can register their business or claim it if it already exists on the map, and upload stock levels, images and more. Not only does it help retailers market their catch to a wider audience, but it makes it quick and easy for seafood-lovers to find the best local fish.

NO ONE TELLS A STORY LIKE A FISHERMAN

Storytelling is at the heart of good communication and we all know fishermen tell the greatest stories! The stories archive is a treasure trove of tales, straight from the community, giving you an opportunity to meet the folk behind your seafood and inspiring you to try something new.

There’s flippin loads to discover here. A few personal faves have to be:

MADE GREATER WITH DATA

Let’s be honest – if you’re reading this, you’re already aware that we are blessed with an absolute smorgasbord of fish and shellfish in the UK. But it was key that we share this knowledge alongside essential information on seasonality and location.

Using annual catch data from the Marine Management Organisation (MMO), the map shows which species were landed in each port depending on the time of year, giving people a ‘real-life’ picture of seafood availability around the UK.