Objective

The Peach Pub Company has a strong belief in buying the most ethically sourced and best quality produce. Peach founder Lee Cash challenged M&J to supply his pubs with fish and seafood that meets these principals.

Action

M&J was already working with Seafood Scotland whereby Responsible Fishing Scheme accredited Scottish vessels could reserve the freshest catch on ice from their last day at sea, allowing M&J to market a sustainably caught, premium quality product, with full provenance and traceability.

Branded ‘Scottish Skippers’, M&J trialed the scheme before rolling out to all Peach pubs.

Results

Customers found the quality superb and the ‘story’ behind the sourcing a great talking point.

Peach also believe in offering their customers events where they meet the suppliers who catch, grow or rear the produce served. At one such event 70 guests – including Raymond Blanc - had the opportunity to talk to the fisherman involved and then sample the catch.

Following this success, M&J are now working with various other fishermen and organisations around the UK to set up similar arrangements which will be launched as the ‘British Skippers Scheme’.

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