A new collaboration has expanded the Danish Fish quality mark to fish from the aquaculture sector, in addition to wild-caught fish.
“Like Danish fishermen, we take pride in providing the highest quality fish. We are therefore very happy to be part of the fish family and for our fish to carry the brand label so that we can reach even more Danish consumers,” says Danish Aquaculture’s Director Brian Thomsen.
“ Today, more than 90% of Danish catches are exported. The rest of the world already has a taste for the Danish fish, and now it is time for Danes to follow suit. With this co-operation, we hope to be able to spread awareness of the Danish Fish brand and boost sales of Danish seafood. We want to increase consumer awareness of our quality products – the brand should make it easier to choose the right fish for dinner,” said Svend-Erik Andersen, chairman of the Danish Fisheries Association.
He said that Danish fish should always be a high priority for consumers, and it is recognised for its high quality and freshness, while traceability is very high, so consumers always know where the origin of their fish.
He added that fish protein is the greenest form of animal protein production – and the healthiest.
“For example, the climate footprint blue mussels is 0.1,” he said, adding that with a shared interest in promoting quality fish, it was an obvious progression for Danish Aquaculture and the Danish Fisheries Association to work together.
“For us, it is important to stand together as a unified industry,” Brian Thomsen said. “We are stronger when we stand together for a common brand that represents and entire industry.”
