The activity, which took place over a three week period, highlighted the quality of seafood available from Scotland to gastronomes in Hong Kong, which has long been an influential gateway to the Asian seafood sector.
Graham Young, Head of Seafood Scotland, said: “This was a great opportunity for Scotland to build relationships with this high quality, influential retailer. Aligning ourselves to this type of retailer helps build on the reputation and brand positioning for Scottish Seafood as a premium high quality choice. Our produce was exceptionally well received in the Great Foodhall, which is the Fortnum and Mason of the Far East, by buyers and their high-end retail customers, hopefully strengthening long term relationships for Scottish producers.”
The Great Foodhall is an iconic retail destination in Hong Kong which offers its select customer base a range of international gourmet produce, bringing (and often hand-picking for individual customers) the best fresh fruit and vegetables, delicatessen, meat, fish and cheese selected from the best producers around the world, alongside a range of luxury groceries.
A wide range of Scottish seafood was available for customers to try and buy with an eye-catching display of fresh product including salmon, scallops, razor clams, mackerel, brown crab and langoustine.
As part of this activity, the Scottish Seafood Collaborative Group produced eye catching awareness raising and educational materials for use in retail or food service environments which are now available for the industry to use more widely. This suite of attractive artwork and materials is available via Seafood Scotland, and includes information leaflets, ice tags, posters, Scotland branded sampling uniforms, bunting, window graphics, shelf edge strips and shelf edge wobblers.
Scott Landsburgh, Chief Executive of the Scottish Salmon Producers’ Organisation concludes: “This burst of activity undertaken in Hong Kong on behalf of the Scottish industry has helped trial a new range of educational materials that can be used by our industry to tell the story of Scottish salmon and seafood to the Asian market, where we need to raise our profile and improve understanding of the superior taste of Scottish salmon. However, these activities don’t stand alone, and the programme of awareness raising among premium influencers and buyers in the region continues, with further activities planned later in the year and early next year across Japan, China and Singapore.”
As well as in-store activity, Scottish products were included in a direct mailer to over 30,000 Great Foodhall’s exclusive customer list, alongside specially created recipes to show off the qualities of Scottish Seafood and a link to a translated you tube video about the entire Scottish industry.