A report reveals today that two thirds (68%) of the population aren't eating the recommended government health guideline of two portions of fish a week as part of a healthy and balanced lifestyle.
Released to mark the start of Seafood Week 2018, the research commissioned by Sea Fish Industry Authority - Seafish also shows that 74% of the population don't know how much seafood they should be eating, while 55% said they would like to eat more seafood.
Seafish, the public body that supports the £10bn UK seafood industry, is spearheading Seafood Week, which runs from 5 to 12 October. Its aim is to raise awareness of the importance of eating fish twice a week (including one oily fish), which the British Heart Foundation endorses as a good habit to maintain a healthy heart.
Providing accessible information through its Fish is the Dish initiative, Seafish aims to educate people on how to purchase and prepare seafood at home and ensure they are consuming the recommended two portions of fish a week.
Despite there being more than100 species of seafood available to buy in the UK, the report shows that the majority of Brits that do eat fish stick to classic varieties including tinned tuna, salmon, cod and haddock.
Debbie Cook, Director of Corporate Relations, at Seafish, said, 'We're incredibly lucky to have access to an abundant supply of fresh seafood in the UK, and it's a real shame that so many people aren't making the most of it.
'To know that two thirds of the population aren't following the guidelines and enjoying the health benefits of eating fish twice a week, tells us there's work to be done on educating and empowering people to make the change.
'Seafood Week 2018 marks the beginning of a campaign to increase consumption of fish and will see Seafish partner with chefs, restaurants and supermarkets across the UK; showcasing seafood as a healthy and convenient meal choice.'
British Heart Foundation is backing Seafood Week to raise awareness of the importance of eating enough fish to maintain good heart health.
James Cant, Director of Devolved Nations at the BHF, said, 'Fish forms a valuable part of a healthy, balanced diet. We should all aim to eat at least two portions per week, including one portion of oily fish.
'During Seafood Week, we're pleased to be working with Seafish to raise awareness of the importance of fish as a nutritious source of protein in our diet, and there are plenty of recipes and tips to eat more fish on our website at bhf.org.uk.'
Top chefs from around the UK are also showing support for the campaign with delicious seafood recipes to try at home, including: Calum Richardson from The Bay Fish & Chips, the UK's highest ranking Lonely Planet Ultimate EatList entry; Aurélien Mourez, Head Chef at Glasgow's Ox and Finch; Nathanial Tofan, Chef Patron at Manchester House; Paul Askew, Head Chef at The Art School in Liverpool; MasterChef semi-finalist Leo Kattou of top Birmingham restaurant, Simpsons; Freddy Bird at Bristol Lido and Andy Waugh from London's Mac and Wild.