A big new fish brand will be launched at this year’s Seafood and Wine festival in September and it will be a unique brand for Hastings caught fish.

Hastings Borough Council (HBC) is developing the brand ‘Hastings Fish’ for catches landed by Hastings mixed fishery. HBC secured grant funding for Hastings Fisheries Local Action Group from the European Maritime and Fisheries Fund (EMFF). The new brand will be launched at the festival in September, and will provide those attending the festival with lots of opportunities to see, taste and buy.

Deputy council leader Kim Forward, who is also lead councillor for economic development said: “Hastings fishing fleet uses traditional, sustainable methods to catch fish but the value of this is often unrecognised. The brand will be a ‘stamp of approval’ so customers will know the fish they are buying is local, sustainable and a premium product. This is as important for residents as for visitors.”

She added, “The purpose of the campaign is to create brand awareness, and increase sales of local fish to ensure the sustainability of the Hastings fleet. Hastings is enjoying increased tourist numbers and reputation nationally, and we will make the most of this by championing our unique food offer of Hastings landed fish.”

The campaign will develop over the next year, until November 2019. The council will be working with Hastings fishing fleet, fish retailers and wholesalers, 1066 Country Marketing, and restaurants.