A Local net to plate selling Initiative

Under 10m fisherman Ashley sells her fresh catch to local fishmonger, Passion for Seafood, who supports local fisheries buying small quantities of fish and telling the net to plate story to customers.

The Issue

Ashley Mullenger is an under 10m day boat fisherman out of Wells-next-to-the-sea. She wanted to sell directly to consumers, but she didn’t have the facilities or funds to set it up.

The Solution

  • Ashley contacted the owner of Passion for Seafood, Mike Warner, about having them sell her seafood.
  • Passion for Seafood is a fishmongers that emerged during the Coronavirus pandemic. Mike set up a farm shop outlet in Suffolk. They promote British seafood and the sustainability of small day boats and buy small quantities of fish from local fisheries.
  • Buying directly from fishermen shortens the supply chain and allows a fairer market price to be given to those who fish.
  • It also enables fishermen, such as Ashley, the opportunity to promote their own catch to buyers and get a larger share of profits from the sale of their seafood.

The Process

  • Ashley Mullenger has a prolific online presence, showing the daily work of fishermen and promoting the small inshore fishing fleet.
  • Ashley met Mike through social media, she saw the work that he was doing and sent him a direct message on Instagram.
  • Mike’s artisanal fish shop, Passion for Seafood, sells British, seasonal, sustainable and fresh fish directly to the public
  • Mike buys exclusively from small day boats, accepting smaller quantities of fish and charging at a price which is fair for the fishermen.
  • Mike connects the British public to the seafood sector by sharing the journey of seafood from net to plate.
  • Mike would like to showcase the rich diversity of seafood in the UK. Putting a spotlight on the less known species such as skate, rock eel, whiting, grey mullet, dover sole which is all harvested in a responsible and seasonal way.
  • If you are a fisherman on a small day boat on the East coast of England and would like to hear more about how you could sell your catch directly, get in touch with Mike Warner on mike@apassionforseafood.com or give him a call on 07555082153.

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“If we had a Mike Warner in every town, the fishing industry would be better supported.”

Ashley Mullenger

"When holidaymakers go to destinations such as Spain they often unknowingly eat British seafood - and will sample produce there that they never touch at home. Mike would like to reverse a perverse trend which means that while the UK exports about 80% of the seafood it catches, the seafood UK consumers buy here is 80% imported"

Sarah Chambers, East Anglian Daily Times

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