The Norwegian Seafood Council is targeting a small garden city in England for a special campaign to promote seafood sustainability.

Letchworth in Hertfordshire was Britain’s first garden city. It has been selected for a pilot project which, the Seafood Council says, is very different from its ordinary marketing activities. Both farmed and wild-caught produce will be involved in the campaign.

Anette Grøttland Zimowski, who is responsible for international PR at the Seafood Council said: “This is a pilot project that is very different from our ordinary marketing activities.

“Although sustainability is an important part of our communication today, we have never invested strategically in a campaign where sustainable seafood is in focus.”

Saturday, June 11 marks the launch of a three-week campaign under the auspices of the Seafood Council.

Called “Sea Change” it will be based in Letchworth, 32 miles north of London, which has friendship and cultural links with Kristiansand in Norway.

Zimowski explained: “During the campaign period, we will carry out a number of activities in this small British community.

“Through knowledge sharing, commitment and inspiration, we will convey that sustainable seafood is not only good for public health, but also for the planet. It is unfortunately a very under-communicated message.

Although the Seafood Council has chosen Letchworth as the base for the campaign, she stressed that the goal is to get both national and international attention.

“We do have a collaboration with the local newspaper The Comet and the city’s Facebook page, but local activities are only a small part of this project.

“ With the help of social media, media purchases and press invitations, we will increase the visibility of sustainable food from the sea.”

The Letchworth garden city concept was founded in 1903 by the social reformer Sir Ebenezer Howard when it was a small rural village. It has become a focus for new town planners ever since.

Anette Grøttland Zimowski

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