What is the ‘Sea for Yourself’ campaign?

Wed 11th March 2020
Hake And Jersey Royals Recipe

The ‘Sea for Yourself’ campaign is an initiative to inspire the UK to cook and eat more seafood caught in UK waters.

The campaign aims to encourage existing seafood eaters to try species not widely consumed in the UK and that are sometimes overlooked, but which provide a great source of protein and can be cooked into a huge variety of delicious recipes. These include: 

  • Shellfish – mussels and crab
  • Oily fish - mackerel, herring and rainbow trout
  • White fish - hake, coley/saith, monkfish and lemon/dover sole

We want to inspire consumers to explore the variety of seafood available in UK waters using recipes featured on the Fish is The Dish website, to encourage them to try something new and swap regular protein choices for one of the campaign’s featured species. 

When did the campaign commence and how long will it run?

Launched to coincide with the lighting of the Olympic flame on 12th March in the lead up to Tokyo games, the campaign will run until the end of May and showcase the importance of seafood, the versatility and ease of cooking at a time when health and fitness will likely be in the forefront of most people’s minds.

Where can I see the campaign?

The campaign is being delivered through national and regional PR, Facebook and Instagram as well as videos and feature articles on The Times Online. Ex-Olympian and gold medalist, Denise Lewis OBE, now a successful sports presenter and working mum of four, is supporting the campaign, along with award-winning restaurant owner and chef Adam Byatt, and Instagram food and farming influencer Julius Roberts. You can visit their Instagram accounts and see how they are supporting 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.”

Digital and animated assets are also being shared from the Fish is The Dish social channels.

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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.