TEN million chefs around the world are set to cook with Scottish seafood following a deal with the World Association of Chefs’ Societies (WACS), it was announced today.
Scottish salmon and langoustines will 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.
The deal was struck by Seafood Scotland, Scottish Quality Salmon and Scottish Salmon Producers’ Organisation (SSPO) - in partnership with Scottish Development International during a trade visit to the Far East.
Richard Lochhead, Scotland’s Cabinet Secretary for Rural Affairs, announced the deal today at the Food and Hotel China in Shanghai, saying it would boost the international profile of Scottish seafood as a premium brand.
He 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 Scotland’s 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 world’s top chefs look for.”
It is hoped that the new agreement will further enhance the reputation of Scottish seafood in the international marketplace, securing both jobs and growing the brand while cementing the standing of Scottish Produce as being among the world’s finest.
“This deal will give huge worldwide exposure to Scottish seafood,” added Mr Lochhead. “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.”
Globally, Scotland is already renowned for its seafood and fresh produce, and WACS president Gissur Gudmundsson said Scottish fish had a fantastic reputation abroad.
“As chefs, using good ingredients is always very important to us,” he said.
“In this day and age, ingredients that are produced in a sustainable manner play an equally important role.
“Seafood from Scotland is well-known for a pioneering approach in sustainable farming.”
Scott Landsburgh, chief executive of the SSPO and Scottish Quality Salmon, hailed the quality of Scottish produce and praised the deal which will bring the new partnership.
“I am delighted that Scottish salmon will be partnering with the illustrious World Association of Chefs’ Societies,” he said.
“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.”
Seafood Scotland head Graham Young added: “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.”
WACS is a global network of chefs associations originally founded in 1928 in Paris. The global body has 93 official chefs associations as members that represent over 10 million professional chefs across the world. The group prides itself on the self-proclaimed title of “the global authority on food”, and aims to raise the standard of culinary produce of global cuisine.