What is the ‘Sea for Yourself’ Campaign?

Wed 11th March 2020
Hake And Jersey Royals Recipe

The ‘Sea for Yourself’ campaign

An initiative to inspire the UK to cook and eat more seafood caught and cultivated in UK waters.

To encourage people to try the wider variety of fish and shellfish species available to us. The species that are often overlooked by the public but which provide a great source of low fat protein, a variety of essential nutrients and taste fantastic. Not to mention that can be cooked in a multitude of ways. 

The campaign seeks to inspire the public to explore the variety of fish and shellfish available in UK waters, using recipes featured on the Fish is The Dish website, and to encourage them to try new seafood flavours, tastes and textures. 

Some of our ‘Sea for Yourself’ ambassadors

A number of celebrity ambassadors are helping to spread the word about Sea for Yourself and the great dining experiences to be gained from eating fish and shellfish – including, ex-Olympian gold medallist, Denise Lewis OBE, award-winning restaurant owner and chef Adam Byatt, and some exciting Instagram foodie influencers:

It is great seeing such support for the campaign!


Denise Lewis OBE, British gold-medal Olympian, said: “As a former Olympian, I’ve always been committed to maintaining a healthy diet so I can live life to the full and stay fit enough to race around with my kids. 20 years on from winning gold at the Sydney 2000, seafood continues to be my favourite source of protein and healthy fats, and I love the variety it allows me. Whether I’m concentrating on my training regime or whipping up a tasty meal like grilled brown trout with spinach for my family, testing out a simple yet delicious new seafood recipe is my go-to cooking choice.”

The ‘Sea for yourself’ campaign is supported by the Department for Environment, Food and Rural Affairs (Defra) and Non-Departmental Public Body Seafish.

'Sea for Yourself' recipes here.