The First Minister launched the Seafood Scotland (SFS) website at the European Seafood Exposition in Brussels, before touring the exposition to meet with Scottish exhibitors.

The website will simplify the sourcing of Scottish seafood by providing up-to-date information, translated into French, Italian, Spanish, German and Russian. It will also allow buyers to meet consumer demand by being clear that they are making an environmentally sound buying choice. All products promoted on the website have been responsibly caught, says SFS.

Reflecting on a successful campaign of promotion, the First Minister said: "Scotland is home to some of the freshest, highest quality foods in the world. This visit to Brussels has been a chance to give Europe and beyond a flavour of what's on offer. And I've been delighted by the appetite there has been for excellent Scottish produce.

"It's vital that we do all we can to promote Scottish food. Already this Government has launched a national food discussion to ensure we make the most of Scotland's food. We are working towards a national food policy - our first ever cross-cutting policy on food. And earlier this year I ate my own advice, by eating only Scottish produce for one week.

"Top quality sustainable Scottish seafood is just one of the many assets Scotland can dish up. Seafood Scotland's new responsible sourcing website will help us turn our assets into economic advantage. By translating information that highlights the standards Scotland's fishing fleet adhere to, buyers can be confident that Scottish produce - in any language - is quality, sustainable produce."

Environment Minister Michael Russell accompanied the First Minister, and said: "We want the freshest, finest future for Scottish food - supporting Scottish food is in our national interest.

"Scottish seafood is amongst the best in the world. I am delighted to see so many Scottish exhibitors here and recognition of this high quality through demand for our top-class produce at the European Seafood Exposition today.

"Food is about so much more than what we eat - it is about our environment, tourism, education and health - which is why we are developing our first ever cross-cutting food policy."

Lena Wilson, Chief Operating Officer at Scottish Enterprise said: "A key part of Scottish Development International's (SDI) role is to assist companies improve their international networks and collaborations by supporting their participation in trade events such as ESE. SDI has long recognised the value of this annual event to the Scottish seafood industry and I am sure this year's participants will find it a valuable experience. ESE is an important showcase for Scottish companies who benefit from Scotland's global reputation for high quality seafood. This year's event is truly a team effort with all key organisations working together to ensure Scotland as the highest profile possible at this massive event."

Philip Riddle, Chief Executive of VisitScotland said: "Scotland's food and drink products are fast becoming major attractions in their own right when it comes to what we offer visitors as part of their overall holiday experience. More and more people want to know where their food has been sourced and are interested in sampling local dishes and ingredients. They want to meet producers and feel they are getting something unique to Scotland. To enable this, we are continuing to work closely with the industry to create a number of initiatives including food trails and experiences, restaurant promotions and a dedicated Eat Scotland website to further enhance Scotland's food as part of our overall tourism promotions."

Rob Clarke, head of HIE's international development team said: "The number of Highlands and Islands companies which return, year on year, to exhibit at the European Seafood Expo is tangible proof of the benefits to be accrued. We are particularly delighted this year to see so many companies from this region attending for the first time. It's vital for producers selling quality seafood, to showcase their products to absolutely the right target audience so it augurs well for the Highlands and Islands that we have such a good representation at this influential trade event."

www.fishupdate.com is published by Special Publications. Special Publications also publish FISHupdate magazine, Fish Farmer, the Fish Industry Yearbook, the Scottish Seafood Processors Federation Diary, the Fish Farmer Handbook and a range of wallplanners.

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