There are plenty of opportunities for fish and seafood to grow sales in the United Kingdom, particularly within retail, said Dan Aherne, CEO of New England Seafood during a panel session at the recent UK-Norwegian seafood summit in London.

“Although some retailers are starting to shift and make better use of space, those who win will be those who understand the consumer,” he said.

Fish needs to be more like meat. People look at a pack of mince and I doubt they are thinking ‘that looks delicious,’ but rather they are thinking about what they’re going to do with it, and we need to do the same with fish

Citing the recent emergence of sushi kiosks in a number of supermarkets across the UK, Aherne said there needs to be these “new and fresh” ways to engage with consumers.