Making waves: Reflections on my first 100 days

As a Scottish seafood enthusiast, I was hoping not to be like a fish out of water in my new role of Head of Trade Marketing for European markets at Seafood Scotland. More than 100 days down the line, I can say I have enjoyed every minute of it, whether it be at the office, at a salmon farm or with prospects in Europe.  

Brexit had scarred my last days at Scottish Development International and I was once again anxious to face the trade consequences on businesses in Scotland. However, both exporters and importers tell me things are improving on the customs and logistics fronts.   

Aside from regulatory issues, I wondered whether the fact I was not from Scotland could be perceived as a shortcoming by the Scottish industry. However, I have been met by nothing but warm welcomes and interest in my continental European background.  

Now that I am part of the crew, I can focus on the year ahead. Working with the European market requires considerable planning and forethought. Maintaining strategic relationships with existing markets in the context of inflation is a challenge, as competition is strong. Sharing facts and busting myths is also a priority as people continue to question their eating habits and sourcing choices. Thus, our main goal is to create a network of knowledgeable Scottish Seafood ambassadors with different audiences, including buyers, chefs, and influencers. Educating future processors, retailers, buyers, chefs, and ultimately consumers, translates into demand, exports, and sales.  

In January, I focused on my homeland of France, a historical and leading commercial partner, and the preferred destination of many Scottish seafood exporters. We hosted journalists and influencers for a seafood lunch where they sampled recipes developed by our ambassador chef, Emilien ROUABLE CHEF 🇫🇷.  

Alongside chef Rouable and SDI colleague Harriet Bernot, we also organised a seafood masterclass at Ferrandi Saint Gratien - one of the leading culinary schools in France, to teach up-and-coming chefs and maîtres d’hôtel about the variety and quality of Scottish seafood, including scallops, salmon and langoustine. By doing so, not only do we create long-lasting memories of beautifully prepared and tasty Scottish products, but we also send them on a mission to share their feedback at the gastronomical restaurants and luxury hotels where the students all work part-time. We are the only international trade organisation partnering with the culinary school, and I’d love to see that model duplicated elsewhere in France, but also in the likes of Spain and Germany. 

Spring is around the corner and with it comes trade show season. First, we have Seafood Expo North America/Seafood Processing North America in Boston in March, then Seafood Expo Global/Seafood Processing Global in Barcelona in April, where Seafood Scotland will celebrate its 25th anniversary. I am currently collaborating with chefs to create menus that will highlight some of the best of Scotland’s seafood. Working with haute cuisine professionals is one of the many wonderful and diverse aspects of the role. Tasting seafood recipes for work? There is no better ‘fish to fry’!  

Are you looking for Scottish seafood products? Are you a Scottish seafood producer with questions about European markets? Do you feel like a small fish in a big pond and need support? Or do you feel like a big fish in a small pond looking for new opportunities? Seafood Scotland is here to help.