Ten Million Chefs to Use Scottish Seafood

As a result of the agreement, Scottish salmon and langoustines will also be used exclusively by more than 100 world-class chefs in the 2012-14 Chefs Global Challenge, which includes regional competitions in locations such as Singapore, Italy, Las Vegas and Hong Kong.

Seafood Scotland, Scottish Quality Salmon and Scottish Salmon Producers Organisation - in partnership with Scottish Development International - have struck the deal, which will see only Scottish salmon and langoustines featured in the WACS global chef competitions over the next two years - culminating in the 2014 final in Norway.

The World Association of Chefs Societies has more than 10 million members worldwide and members will be encouraged to use Scottish salmon and langoustines in their restaurants and a series of inspirational recipes will be produced to show how Scottish seafood can be used to create delicacies from around the world.

Announcing the new partnership at Food and Hotel China the premier food and hospitality event in Shanghai Richard Lochhead, Scotlands Cabinet Secretary for Rural Affairs, said:

"This landmark agreement will give unprecedented global exposure to Scottish produce and the link with the World Association of Chefs' Societies is an extremely prestigious accolade for Scottish food and drink.

"Our salmon and langoustine are already ingredients of choice in many restaurants around the world and this deal will further boost the global profile of the premium seafood that hails from Scotlands larder.

Scottish fish and shellfish are internationally regarded as being some of the most delicious and high quality seafood anywhere in the world. Not only that, but our seafood is fresh, healthy and sustainably sourced all standards that the worlds top chefs look for.

"This deal will give huge worldwide exposure to Scottish seafood but we also hope as a result chefs around the globe will explore Scottish produce more generally and in turn this will provide a boost to our other premium products too."

Gissur Gudmundsson, President of WACS, said: "As chefs, using good ingredients is always very important to us. In this day and age, ingredients that are produced in a sustainable manner play an equally important role and Scotland is well known for its pioneering approach to responsible fishing and farming.

In 2012, WACS initiated the How to Feed the Planet in the Future programme, where chefs globally pledge to play their part to ensure there is enough to feed the planet over the next generations.

To do this, supporting ingredients that are farmed sustainably goes hand in hand with our beliefs. We are very happy to start this partnership and look forward to accomplishing great things in the near future.

Speaking from Shanghai, Scott Landsburgh, Chief Executive of Scottish Salmon Producers Organisation (SSPO) and Scottish Quality Salmon said: "I am delighted that Scottish salmon will be partnering with the illustrious World Association of Chefs' Societies. As chefs are some of our strongest supporters and their understanding of the quality of our fish is driving global demand, we look forward to working with their global network.

Graham Young, Head of Seafood Scotland, added: Scotland is the world's largest supplier of langoustine and we are delighted that WACS chefs are to have the opportunity to discover their superb quality and taste, as well as their versatility within world cuisines. We are also highlighting to chefs, the wealth of other high quality seafood landed in Scotland, and hope to maximise supply opportunities for our entire industry."

The sector will also be seeking to exploit the interest in Scottish seafood that will result from the partnership to increase exports in key markets around the world.

Anne MacColl, chief executive of Scottish Development International (SDI), said: Asia is becoming increasingly important for the Scottish food and drink sector. Last year, exports to Asia grew by 40 per cent, and worldwide exports exceeded 1 billion for the first time, while exports of salmon to China increased by over 100 per cent.

Launching this partnership at such a prestigious event will help to raise awareness of Scottish seafood both in China and throughout Asia and well be looking for similar opportunities to build on the sponsorship with WACS in other important markets around the world.

Sponsorship of WACS is one of many activities being funded and undertaken as part of the Seafood from Scotland Emerging Markets project, a two year collaboration between Seafood Scotland, the SSPO and SDI. Match funded through the European Fisheries Fund, the project looks to maximise opportunities for Scottish seafood and raise awareness in emerging markets, with a key focus on Shanghai, Beijing, Hong Kong, Seoul, Tokyo and Singapore.