Adding value to the local fishing industry

Kent & Essex inshore fishers have only a handful of species that are valuable enough to fish for. Our job was to add an under-loved local species to the list.

Throughout the creation of the project, we were led by the fishing community and the wider industry. Holding a series of focused meetings, as well as speaking directly to several industry insiders. The twin themes of better education and promotion of fish caught by the local fishermen were consistent throughout and lead us to focusing our efforts on selecting an undervalued local species and redefining it into a regional, desirable and sustainable species; whilst giving ownership to the community.

“We are obviously looking forward to using such an amazing product, but more importantly, we can help lead that conversation to give it a wider audience. The more people that join us, the more people will consider where their fish comes from.”

Lee Coad, Owner of Angela’s and Dory’s restaurants in Margate, Kent

Summary

We have highlighted a species that can be viably added to the supply chain. It has the backing of the industry as well as the likes of CEFAS, MCS, the local IFCA and the Minister. It can be fished sustainably and can be controlled by local fisheries management.
We have given Kent & Essex caught herring a relevant, ownable identity with no gross negatives and support from the community and the industry.
In the Kent and Essex IFCA district there are over 200 fishers. The vast majority of these fishers are part of the under 10m inshore fleet, do not belong to a Producer Organisation (PO) and largely classed as small businesses. Most of these have the potential to fish for herring (72% of the industry we asked said they would go out for herring if there was demand). Those that do see the value in fishing for Silver Shore Herring will reduce the impact on the other local species. Importantly, Local herring with more quota than ever before and less than 5% of that quota currently being exploited, now has a route to market with a fresh outlook, local interest and a sustainable future.

"There has been an improvement in the demand for herring this season. There’s an abundance of it out there to be caught, it just needs the market to grow."

Kevin Castro, Fisher in Margate.

Media

Throughout the project we connected with the news media to draw attention to the project, with special events like the tasting in Dover having additional effort. Overall, the project was covered on TV, Radio, Podcasts, Online and print news.

ITV Meridian News covered our project with Dover Christ Church Academy to develop a Herring Dish for a Fish & Chips menu
BBC Radio Kent ran a story and live interview on the project
Multiple online and printed news outlets covered the project

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setup

Setting up the project

By setting up a working group of regionally relevant stakeholders we drove decisions that keep local industry at its heart. Building resilience into the entire supply chain requires specialist local knowledge. Not just from the fishers and distributors, but the consumers too. Once decisions were made through the working group, they were cross checked by a feedback group of industry stakeholders and a wider group including consumers.

We thought it was important to try and represent the entire local supply chain from sea to plate, from processors, distributors, fishers, the hospitality sector and regulators among others. Obviously choosing a species that fishers will catch is critical, but understanding how we create a sustainable demand is what will underpin long-term change for the industry. We have been careful to make sure that we represent and unite a region that has two clear territories either side of the Thames Estuary.

selecting

Selecting the species

Alongside a group of industry insiders, we shortlisted species from the 52 species of finfish and shellfish we find in our waters that might benefit from better promotion using Fish Local. Our criteria was based simply around species that were abundant but not currently popular (this excluded species like cod and Dover sole). We also discounted species that were already widely fished around the UK with a defined market, such as Mackerel, cockles and Sea Bass.

Finally, we felt that it was important to develop a species that had the potential to become a local speciality, with the potential to easily improve its value and most importantly could become a long-term sustainable local fishery.

We quite quickly got down to five contenders: Whiting, Grey Mullet, Smoothhound, Thornback Ray and Herring

Refining the list

Over the course of reviewing the species, we had many conversations with members of the working group and a selection of relevant experts to assess the viability of each species and how we could best take it forward. We wanted to understand each species’ viability against a number of distinguishing factors, including, sustainability, seasonality, management potential, fishing potential, value potential, market potential, yield, and desirability.

Each stakeholder came with significant expertise regarding our choices. So much so, that it became clear that once we had measured each species against the criteria that would allow potential to deliver on the outcomes outlined by the industry, we would be able to make our recommendations confident in the robustness of the process.

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Industry experts and surveys

We took our five species in to an industry lead process where we engaged stakeholders from all over the district and beyond. We measured our shortlist against our criteria and we quickly came down to two serious contenders, Smoothhound and Herring.

Amongst others we asked the fishers what they would be happy to fish for and these two were clear favourites. Once we'd put the evidence and the thoughts from the industry we asked the working group which species they felt was the best fit to take forward. Herring was a clear foavourite

Comparing the species

Between the Smooth Hound and the Herring it really is a close call. However, looking at the evidence, the recommendation of which fish to take forward would be Herring.

It is important to the project as a whole that we consider the balance of opinions across all of the input we’ve had. We want to ensure the project remains industry up, while appreciating there is no decision that suits all.

fish

Smooth Hound

Positives

Popular with the fishermen
Easy to process
Meaty tasty fish
High yield content
Long abundant Season
Already has a small market which could be expanded on

Negatives

Looks like a shark
Has the potential to smell really bad if not processed properly
There is a lack of data on this fish in the area
There are 3 species of Smooth Hound with overlapping ranges which could make any species specific management more complicated
Could prove difficult to change the rating on the Good Fish Guide

fish

Herring (Thames variant)

Positives

This particular Herring, the Thames variant has two less vertebrae which give its real potential to become a regional speciality. Spawning occurs both in different areas and at different times to other herring
Abundant when in season
It's an extremely healthy fish to eat
Already well established in its versatility
It has a rich history in the area that could be tapped into
Has management in place with MSC potential
Cefas stock assessment available that could potentially influence the MCS to changing their rating on the Good Fish Guide

Negatives

It has a lot of bones which can make it difficult to process and eat
Smelly when cooked
It could be seen as old fashioned
Consumers may already have a long standing opinion
Short season

The Herring species (Thames Variant)

Herring offers the greatest potential to create a local speciality to the region due the specific, globally recognised, classification Thames variant Herring has. It has a legacy MSC accreditation application that could be updated and implemented, albeit with some quota issues. However, that does mean that there is already robust management in place that is specific to the area. There are fishing techniques and technology such as vessel tracking that could provide the trail of custody that a regional speciality demands, while it has a rich cultural history for us to explore in the renaming process, combined with a biological profile that is unique to the area.

Versatility, supported by a name change could ignite desirability in many different ways to consumers across new demographics as well as its current audience. It is a high source of protein containing key nutrients such as Omega-3 fatty acids.

Fishing methods used have next to no bycatch, unlike fishing for Smooth Hound, allowing a more targeted fishery. The stocks of this fishery also seem to be very healthy across Kent & Essex which could be backed up by a stock assessment.

It is worth taking into account that in order for Herring to become a valued part of the local fishery it does not need to be as popular as the big 5. With the size of fleet we have in Kent and Essex, we only need enough demand, with a good value, to maintain consistent prices for the catch fishers land. With the depth of knowledge and experience within the working group, there is potential to achieve this from sea to plate within the local industry.

Naming

We wanted to create a Common Name, which would encourage people who already eat fish, or are open to try, to choose our herring. It needed to be:

Narratable(easy on the ear)
Relevant / credible (species, geography, history)
Appealing (counters negative and builds positive)
Heart (appeals to a deeper meaning that becomes ownable by the community)

We also needed to consider whether 'Herring' being in the name was going to be a problem. We had a clean slate!

Market research Highlights

A statistically relevant number of responses with a good demographic spread, tight geographic targeting and high engagement with fish
Strong affirmation of the project objectives with ≈ 90% positive/very positive towards buying locally caught fish from local stock
Choice of herring is an open-space with attitudes showing ≈ 40% positive/very positive and ≈ 50% neutral
Knowing the herring is unique to Kent & Essex increases this to ≈ 70% positive/very positive
Names all positive – no clear winner and no gross negatives

shortlist

Making a recommendation

Again taking on the views of our industry stakeholders we asked the working group to score the name suggestions. We then referenced those scores against industry feedback and our survey results and came back with the projects recommendation: Silver Shore Herring

Scored best with the working group
Positive across our success criteria
Scored consistently with survey respondents
Addition of ‘herring’ answers any concerns
Has great brand stretch with future potential, if desired
Has strong creative potential to become an iconic mark, if desired

Naming recommendation: Silver Shore Herring

herring

The narrative

The name silver shore takes inspiration from two places. Silver Darlings, the name given to herring by the Scots when it was a popular and valuable commodity, and an indicator that this herring is only caught by the in-shore fleet. This biological variant of Herring is found in Kent and Essex and only available to smaller commercial vessels within six nautical miles of the coast.

This name suggest that the shore is in view when it is caught, and more playfully that the silver shimmer of the Herring is visible from the shore. Silver Shore suggests a soft, hand-made artisan quality that reflects the nature in which it is caught.

The Silver Shore of Kent and Essex has a sense of esteemed value and industry.

Connecting a community

It is important that while we work on specific projects, we also consider the general issues faced by the inshore fleet in Kent & Essex. The local fleet is aging and there are fewer young people coming through and learning the trade. As the industry toughens within the financial landscape there are less businesses being passed down through families.

By engaging young people with the local industry, we are promoting the important role small businesses play in a sustainable supply chain, the quality of local seafood and the benefits and availability of making fresh seafood a bigger part of their diet. We wanted to try and get some young minds engaged with their coastal communities.

We would like to thank Dover Christ Church Academy, 100 tonnes of Plastic, Somers Heath, Dilkes Academy, Charlotte Ginsburg and Chris Redmond.

Amongst other projects, which you can find on the download, here is a beautiful short documentary made by the sixth form media students from DCCA.