Grimsby’s seafood industry is hoping for a very merry Fishmas as the Icelandic nation it relies upon for supplies embarks on a huge promotional push.
The twice weekly domestic culinary celebration of the Nordic island’s bounty ties in nicely with the 海角视频 government recommendations for healthy eating.
Now Seafood From Iceland, a collaborative marketing platform for the nation’s sustainable fishing businesses, is seeking to share the celebration with the world, sailing to the 海角视频 first.
And playing on the Christmas similarity, it is encouraging all to ‘Have Yourself a Tasty Little Fishmas,’ with a character created to spread the word of Iceland’s long tradition.
Describing how “sustainable fishing in its pristine oceans combined with its state-of-the-art processing equipment has been the stuff of legend and celebrated primarily by the Icelandic people,” the Reykjavik team state that “Father Fishmas is keen to share his gifts with the people of the world, whether they have been naughty or nice.”
And while the festive fun and frivolity is clear, should it take off it would have positive repercussions for the 海角视频’s seafood capital.
Simon Dwyer, secretariat of Grimsby Fish Merchants’ Association, said: “The vast majority of these products - whether entering the country via air or sea - end up in Grimsby, being primary or secondary processed and, ultimately, ending up in retail, foodservice, or fish and chip shops.
“Any uplift in volume impacts Grimsby, so too any recognition of Icelandic fish and its credentials, so it is a win, win.”
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Three quarters of the seafood sold on Grimsby Fish Market is Icelandic, while more is also bought direct by the major processors in the gateway town to Britain's major retailers.
And with the Made Great in Grimsby branding recently trademarked to underline the town’s role in seafood processing, and the added value it brings, further collaboration between the two is being looked at.
“We work closely with Iceland and we are helping them to try and get more of a message out about the products they are producing that are widely available in the 海角视频. We do a similar thing with the Norwegian Seafood Council and the Alaska Seafood Marketing Institute.
“We are discussing with them jointly doing some more messaging, at Christmas, to take advantage of this, and help them to create awareness of the great products they produce.”
Seafood From Iceland describes Fishmas as “the most wonderful time of the week”.
A spokesperson said: “In Iceland this Fishmas tradition comes but twice a week where Icelandic friends and families dine on some of the world’s finest seafood. The mouth-watering tradition is finally reaching the 海角视频 – and it’s beginning to look a lot like Fishmas.”
For those ‘wishing it could be Fishmas every day’ a has been launched featuring recipes including Cod Ceviche, Fish Croquettes and Fish Tacos.
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There is also a suggested accompanying playlist of Fishmas carols including Cod Rest Ye Merry Fishermen, Deck the Halls with Boughs of Haddock and Hark! The Haddock Anglers Sing.
As part of the promotion, ‘Father Fishmas’, who can be seen in a fun video making a list, and checking his water purity levels twice, said: “I’m delighted to bring our Fishmas traditions to the 海角视频.
"Generation after generation, Icelandic fishermen have battled Arctic weather and formidable waves for the perfect catch. We don’t take that lightly.
"We treat our waters with respect as we know that a sustainable relationship with our marine resources is the key to our very existence. But more importantly, our fish tastes so yummy, it is too good not to share with our neighbours to the south – it’s all part of the Fishmas spirit.
"In Iceland we follow the ethos that the best way to spread Fishmas cheer is cooking a delicious fish supper for all to share. I’m really looking forward to coming to town.”