Bord Bia campaign highlights the health benefits of quality Irish whitefish

Bord Bia is calling on consumers to try something different with Irish whitefish, with a new campaign brimming with mouth-watering recipes and virtual cook-alongs.

With 48 per cent of us claiming to regularly purchase whitefish, the campaign is encouraging the public to support local fishermen by embracing Irish whitefish for its local provenance, versatility, and health benefits.

Recent market insights show that while the Irish seafood sector has grown by four per cent to €85m in the four months to June 2020, driven by sales of frozen fish, fresh Irish whitefish came under pressure as consumers changed their frequency of shopping as a result of Covid-19, instead opting for foods with a longer shelf life. To support the campaign, Bord Bia has released the findings of two research studies on consumer attitudes towards whitefish carried out prior to and after Covid-19.

Among the key findings of this research was an awareness of the health benefits of whitefish among Irish consumers. More than two thirds saying they would like to eat more whitefish, and over half recognising its health benefits. Almost a quarter of respondents are eating more whitefish since the beginning of the pandemic, and there was significant interest in trying new species such as hake (40 per cent ), haddock (40 per cent ), and whiting (51 per cent ).

Predicably, fish and chips was a popular whitefish dish, and while fish is generally seen as less versatile than beef or chicken some 73 per cent of respondents were keen to learn new recipes for whitefish.

Bord Bia has developed a suite of easy-to-prepare recipes, perfect for those who want to cook simple yet nutritious meals, or a showstopping main when entertaining family and friends. From fresh grilled whiting, to Cajun seasoned haddock, Irish whitefish can feature in a range of delicious dishes. See or search ‘Bord Bia Fish Recipes’ for more details.


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