Caterers, restaurants and foodservice operators are being urged to get behind this year's Seafood Week to help encourage consumers to eat more seafood, more often.
Seafood Week will take place between 9 and 16 October and will be led by Seafish, the industry authority on seafood.
The awareness campaign aims to highlight the wealth of seafood on offer at local restaurants, takeaways, hotels, pubs and retailers.
It will include a programme of events, competitions and online resources including a toolkit to help food businesses capitalise on Seafood Week.
Each day of the campaign will focus on a different species of seafood to demonstrate the range of tastes and textures on offer.
According to Seafish more than 100 types of seafood are available to buy in the UK on any given day.
Chris Middleton, head of communications and marketing at Seafish, said: "The support from industry to date has been fantastic and we're now looking forward to giving seafood a real push over the course of the week.
"At the World Seafood Congress, which has just concluded in Grimsby, delegates heard that innovation within the seafood market is continually required in order to see consumers eating more fish more often.
"To achieve that customers want to be inspired by an increased variety of fish species and differing formats being available. Seafood Week is the perfect opportunity for our industry to capitalise on these opportunities and demonstrate what a delicious, fast and healthy product seafood is."
Seafood Week will also share stories on how seafood is caught and sourced. There will be a seafood shopper and consumer insight seminar in Grimsby on 13 October. The day of talks led by industry experts from Seafish, Kantar, RDsi and the NPD Group will offer a greater awareness of the trends affecting the foodservice market.
For more information on Seafood Week and to download the toolkit visit www.fishisthedish.co.uk/seafoodweek
Scottish seafood restaurant Gamba named Restaurant of the Year 2015 >>Final shortlist for the Restaurant of the Year competition revealed >>Seafish and The Caterer launch 2015 Restaurant of the Year award >>The top five ways to sell more fish on your menu >>Are you looking for a new role? See all the current hospitality vacancies available with The Caterer Jobs >>
Latest video from The Caterer