Best Aquaculture Practices (BAP) has partnered with Great British Chefs to launch a campaign designed to raise awareness of the BAP certification label among chefs and consumers, the Global Seafood Alliance (GSA) has announced.
The initiative, which launched on 15 June, showcases responsibly farmed seafood through recipes, educational content and chef-led demonstrations highlighting the importance of sustainable aquaculture.
The campaign debuted with a recipe for crispy salmon with beurre blanc, crushed peas and parsley oil using salmon supplied by BAP-certified producer Hiddenfjord.
“Consumers today want to know more about where their seafood comes from, and chefs play an important role in those conversations,” said Elise Avallon, marketing director at GSA.
“By partnering with Great British Chefs, we’re creating content that not only inspires people to cook seafood but helps them understand what the BAP label represents and the comprehensive standards behind it.”
Over the summer, recipes featuring seafood from five BAP-certified producers – Hiddenfjord, I.D.I Corp, Kilic Seafood, The Kingfish Company and Regal Springs Tilapia – will be published alongside culinary and educational videos.
Award-winning chef Jude Kereama, owner of Kota Kai in Cornwall, also features in the campaign, demonstrating both accessible home recipes and more advanced dishes aimed at professional chefs and foodservice operators.
Kereama said responsible sourcing remains a priority for chefs. “The Yellowtail Kingfish and King Tilapia I worked with as part of this campaign are great products,” he said. “Kingfish is something I’ve worked with a lot in New Zealand, while the King Tilapia was something new for me and I was genuinely surprised by the texture and quality of flavour.”
As part of the initiative, BAP has also released a Chef’s Guide to BAP to help culinary professionals better understand the certification programme and source responsibly farmed seafood. Campaign content will continue throughout the summer across the Great British Chefs website and both organisations’ social media channels.
