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England’s highest value seafood catch is landed at Brixham, but less than 10% of it is eaten locally.  England’s Seafood Coast sets out to establish the English Riviera as an international seafood destination, inspired by renowned chef Mitch Tonks and his celebration of local seafood with Brixham Fish Market at its heart.

A Discover England Fund project, England’s Seafood Coast is supported by key partners Mitch Tonks, Visit Devon,  and the Torbay Culture Board. It will: 

  • Map the current English Riviera seafood product and visitor experiences.
  • Identify how these can be joined up and packaged into easily bookable Seafood Coast products in the future.
  • Scope a new digital platform to improve online bookability of the Seafood Coast
  • Conduct s series of stakeholder and engagement events.

Mitch Tonks:“I’ve eaten seafood all over the world, the quality and diversity of the fish caught locally off our coast is the finest anywhere. Nowhere is the seafood as good and yet only 10% of it is currently consumed locally. We have a long-standing fishing community in Brixham, thriving processing and export businesses and some of the best fish restaurants and seafood chefs in the English Riviera. This project will ensure the world knows about England’s Seafood Coast!”

Project Director Carolyn Custerson, ERTC Chief Executive Officer:“There is growing visitor interest in quality local produce. Torbay’s new Tourism Destination Management Plan identifies the development of our cultural food and drink offer to help attract new visitors to the area. This project will inspire local businesses and partners to work together to develop and communicate England’s Seafood Coast product and brand to put the English Riviera on the map as a foodie destination.”

Amongst stiff competition, the English Riviera Tourism Company (ERTC) successfully secured funding from the Government’s three year £40million Discover England Fund.  Following a rigorous application process, the England Seafood Coast bid is one of a number of successful projects to benefit from the Fund, which aims to:

  • Grow tourism in the regions of England
  • Increase the competitiveness of England’s tourism offer, domestically and internationally
  • Develop bookable tourism products in line with market trends and in response to consumer demands.

VisitEngland Chief Executive Sally Balcombe: “We had an exceptionally high number of submissions far outweighing the allocated funding available and following a rigorous applications process we are delighted to work closely with those excellent winners on building world-class ‘bookable’ tourism products showcasing the best of England to international and domestic visitors. The destination in this winning project feature outstanding local food and drink offer, which will give visitors a new high quality sensory of experience of rural England”.


Download the Project Information Summary here>


Project Launch - Update

England's Seafood Coast held its launch event on Wednesday 12th October 2016 at Rockfish Brixham to over 50 local seafood and tourism-related businesses, key stakeholders and project partners. Thank you to everyone who could attend.

Event handout can be downloaded here>

Carolyn Custerson's welcome speech can be downloaded here>

Launch photos and film> [coming soon!]

"Many thanks for hosting the event Mitch and thanks to all involved for a very successful launch.  There seemed to be much positivity around the establishing of England’s Seafood Coast !"

Chris Hart, ERTC Board. 

"Thank you to everyone for involved last night. We thoroughly enjoyed the evening & excited to be a part of this stage ‘planning for our future’ launching England’s Seafood Coast- what we know will be exciting times ahead for the industry & our area. Thank you very much  to Mitch Tonks & all the team at Rockfish for their great hospitality & delicious fish!" Kelly Widely, Pier Point Restaurant.

'Fish notes' feedback from England's Seafood Coast launch: 

"The World famous Brixham Fish Market, the heart of England's Seafood Coast"

"Brixham, centre of the fishing universe!"

"Fish tasting weekends - for people less confident with tasting new types of fish/seafood"

"Love the logo, we can display in our business to help promote"

"What fish can we own here and make more of - a new festival/dish"


Get in touch

If you'd like to know more about the England's Seafood Coast project please get in touch.

If you'd like to get more involved with to share ideas, help us shape and promote the project - become a Seafood Ambassador!  

Project Team:

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Phone: 01803 296296

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Meet The Team: Click here

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