Three major players in seafood -- including UK retail giant Tesco, Birds Eye, and international hotel network Hilton Worldwide -- signed up to support Seafood Week, the annual consumer campaign run by Seafish to get more people eating more fish more often.

Following successful participation in last year’s campaign, which generated an estimated £18 million (€21.4 million/$24.1 million) benefit to the seafood industry, Tesco is back on board for 2016.

Birds Eye has also shown their support by striking a deal with Seafish to become a partner for the campaign.

“This will be the first year Birds Eye is involved with the Seafood Week initiative and we’re looking forward to taking part as we encourage Brits to eat more fish at home,” said Steve Chantry, marketing director at Birds Eye.

Hilton Worldwide is supporting the campaign for the second year. Dominique Piquemal, vice president food & beverage strategy, Europe, Middle East & Africa, at the group, said; “Seafood Week is an excellent opportunity to showcase the very best of seafood to diners and we are delighted to support the initiative again this year.”

Seafood Week will be held from Oct. 7-14, 2016.

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