Olympic athlete Roger Black to launch Omega-3 Group initiative

A UK wide campaign to promote the heart health benefits of oil-rich fish such as herring, mackerel, brisling sardines, trout and salmon will be launched in London on 24th May, by the Omega-3 Group, which is made up of key organisations from the seafood industry.1

The campaign will include a radio promotion and web chat by former top athlete and British Heart Foundation Ambassador, Roger Black. Window stickers and recipe leaflets will be issued to fishmongers on request. In addition a new website for both industry and consumers, www.richinomega3.com, has been created.

The campaign follows the recent approval by the Joint Health Claims Initiative (JHCI) of a new health claim in relation to long-chain omega-3 polyunsaturated fatty acids (PUFA) and heart health. A statement can now legally appear on products that contain a minimum amount of long-chain omega-3s per serving. The claim is one of only five approved by the JHCI and available for general use under current EU food law.

Dr Ray Rice, who has studied omega-3 polyunsaturates for more than 30 years, handled the JHCI submission. He says: “A legally approved health claim will bring greater reassurance to the consumer. It will provide the opportunity to convey a clear and consistent message to help consumers correct what is in my view a dietary lack of long-chain omega-3 polyunsaturates. This will help to clear the confusion caused by the considerable variety of claims that are currently used.”

Notes to editors

1. The Omega-3 Group was established in 2002 to investigate the potential for increasing the consumption of oil-rich seafood through communicating the benefits of long-chain omega-3 fatty acids. The Group evolved through the Scottish Food and Drink Health Enhancing Foods Initiative supported by Scottish Enterprise. Members of the Group include company representatives from industry and the main seafood, fish farming and economic development organisations operating in Scotland, such as Sea Fish Industry Authority, Seafood Scotland, Scottish Quality Salmon, Scottish Enterprise and the Scottish Executive’s Health Department.