Virtual fishmonger planned to reconnect Plymouth with its daily catch

A new “virtual fishmonger” service is being developed in Plymouth in a bid to make locally caught seafood far easier for residents to find and buy.

The initiative, led by the Plymouth Fishing & Seafood Association (PFSA), will form part of a wider push to reconnect the city with its fishing fleet — despite Plymouth remaining one of England’s top ports by landings.

The digital platform, currently in development, will allow consumers to access information about locally landed fish and, ultimately, purchase it more easily — addressing what industry leaders say is a major gap between supply and public awareness.

It comes after new research by the PFSA found that 61 per cent of Plymouth residents do not know where to buy locally caught fish, while 68 per cent mistakenly believe the city’s Fish Quay has closed.

Campaign to reconnect city and sea

The virtual fishmonger concept was unveiled as part of a new campaign, “A Taste of the Salt”, which launched this week with a film premiere and portrait exhibition at The Box museum.

The campaign brings together film, photography and industry voices to highlight the people behind Plymouth’s working fishing fleet and encourage residents to rediscover local seafood.

Speaking at the launch, PFSA chief executive Edward Baker said the project aims to rebuild a connection that has weakened over time.

“Plymouth wouldn’t be Plymouth without its fishing fleet,” he said. “The boats are still going out every day and landing great fish, but many people don’t realise how much is happening on their doorstep.”

The short film, which features first-hand accounts from Plymouth fishermen about the realities of working in the industry today, is now available for the public to watch online:

Beagle fish facts:

🐟🐟🐟Why is fishing important in Plymouth?

Plymouth was built upon the fishing trade, and has relied on it for more than a thousand years. Centred on Sutton Harbour’s old Barbican, the port’s fishing fleet is the living, working heart of Britain’s ‘Ocean City’ and central to its identity.

🐟🐟🐟How much of the fish consumed in Plymouth is locally caught? 

As a nation in general, much of the fish we eat hails from murky supply chains. Upwards of 80 per cent of seafood consumed in Britain is imported, while much of what we catch is exported to foreign markets which place higher value on our produce. 

🐟🐟🐟Where can Plymouth locals now find locally-caught fish?

From local Fish Quay merchants such as Sole of Discretion, RG Seafoods and Rex Down, as well as the Market Plaice fishmongers in central Plymouth and, shortly, via the PFSA’s forthcoming Virtual Fishmonger service.