Marketing trials of premium quality wild and farmed seafish have confirmed the key role of a controlled environment, computer monitored supply chain in retaining and enhancing value in these products.

07/08/2008 Fish Update

Test consignments of organic sea trout from QA Fish Ltd of Shetland through Atlantic Fresh Ltd and Hull's Fishgate fish trading centre have realised good prices and excellent quality maintenance, preparing the way for a regular seasonal supply for what is a high value niche market.

The life of the organic fish parallels that of the wild product, giving a seasonal supply window of March to August. QA Fish director Gordon Johnson said: 'We had the impression that Atlantic Fresh/Fishgate concentrated on the prime whitefish species, but when we contacted them after viewing their websites we realised their 'traceability trail' could offer the logistics link we needed.

'As we can be almost totally selective in our initial catch each fish is, in effect, accompanied by its own quality certificate. The product specification, which is available on request, can be the basis of a contract but the Fishgate experience so far has shown it can be a valuable ticket at the electronic auction. We are pleased with the £3 - £3.50 per kg fetched by these initial consignments.'

Atlantic Fresh salesman Dean Roberts said: 'The consumer interest in green issues and sustainability, the international supply situation and the economic climate have made the supply chain a key element for fresh product. With our 'traceability trail' the quality that goes in at the catching or harvesting end is maintained to the point of delivery.

'In addition to the organic sea trout we have been seeing wild sea trout going through the market at £6.50 per kg and wild salmon at £11-£14 per kg.'

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