“Captain Birds Eye charts the wrong course in advert about farmed salmon” says Scottish Salmon Producers’ Organisation

Birds Eye’s new advertisement for its salmon products has veered way off course, according to Sid Patten, Chief Executive of the Scottish Salmon Producers’ Organisation.

“The Scottish salmon farming industry is very disappointed that Birds Eye has chosen to take this rather melodramatic and cynical approach to its advertising when the fact is that salmon, wild and farmed, are pink because they consume carotenoid pigments. In the wild, salmon take up this pigment from such food items as shrimp and other organisms. Our farmers simply provide the same elements in their feed and the same natural process in both wild and farmed fish means that the pigment is absorbed into the body.

“Furthermore, as well as providing the necessary colour, these carotenoid pigments are known to be excellent antioxidants. Many nutritionists now recommend increased consumption of foods containing these types of substances (e. g. fruit and peppers) because of their beneficial anti-oxidant effect. There are also strong animal welfare grounds for including these in fish feed.”

Birds Eye’s ruthless attempt to cast doubt on the way in which Scottish salmon farmers raise their fish and the nutritional value of farmed salmon is alarmist and irresponsible – particularly from a company which claims to be promoting high nutritional standards and which was a pioneer in the salmon farming industry. By attempting to turn people away from eating farmed salmon with its valuable Omega 3 essential fatty acids, which are known to benefit heart health, children’s brain development and many other conditions, Birds Eye is actually doing the nation a nutritional disservice.

THE FACTS ABOUT SCOTTISH FARMED SALMON AND ASTAXANTHIN

· Astaxanthin is one of around 600 naturally occurring carotenoid pigments. Some of the better known carotenoids include Beta-carotene—the pigment that makes carrots orange. Most plants and animals require carotenoids in one form or another for proper growth and development. Carotenoids are known to be powerful antioxidants and are one of the reasons that we are encouraged to eat colourful fruit and vegetables.
· Two carotenoid pigments are fully approved for use in the EU and UK for inclusion in diets for salmon. These, astaxanthin and canthaxanthin, are used in fish feed to mirror the diet of wild fish.
· Salmon cannot synthesize carotenoid pigments and so must find them in their diet, to assist the reproductive process and protect the eggs. Colour charts are used to ensure that the salmon are fed sufficient quantities of carotenoid pigments to meet their and the consumers’ needs.
· Owing to the high demand for astaxanthin, a nature identical form is available for fish farmers. Feed for farmed salmon may only contain ingredients which are fully approved under UK and European law.

SCOTTISH FARMED SALMON – HEALTHY AND DELICIOUS

· Scottish Farmed Salmon is recognised as a rich source of Omega 3 essential fatty acids by the Joint Health Claims Initiative (JHCI), the UK regulatory body for health claims on foods.
· The British Dietetic Association agrees that “Omega 3 fatty acids are essential to ensure healthy growth and development in unborn and newly born babies and toddlers - in particular for optimum brain and vision development. So if you are pregnant or if you are breast feeding you should include oil rich fish such as salmon as part of your diet. Salmon is an ideal healthy food for both children and adults alike.”

· Scottish farmed salmon was the first fish and first non- French product to obtain the French Government’s prestigious “Label Rouge” in 1992, which it still holds today. The world’s most renowned gourmets, including the Master Chefs of France, believe that Scottish Farmed Salmon is the best in the world.
· The European Commission has awarded ‘Scottish Farmed Salmon’ Protected Geographical Indication (PGI) status which protects the integrity and reputation of agricultural products or foodstuffs having an identified geographical origin. Examples of PGI products also include Arbroath Smokies, Cornish Clotted Cream and Parma Ham.

Julie Edgar jedgar@scottishsalmon.co.uk 01738 587000/ 0789 987 5151
Ken Hughes khughes@scottishsalmon.co.uk 01738 587000/ 0797 417 3739

back to media releases and website news