Species highlighted by the campaign include dab, gurnard, pouting and spider crab, depending on availability. Venues confirmed so far are The Salt Room, The Little Fish Market, English's, Cin Cin, Wild Flor and Pastel.
Ivanka Majic, Co-Owner of Restaurants Brighton said: "Those of us who live and eat in Brighton and Sussex are lucky to have a huge range of locally grown, raised and caught food, and as a seaside city, our fish should be part of that story. Too often we stick to the same few familiar species, while brilliant local catch goes overlooked. Choosing local fish is great for our health, great for the fishers and restaurants that make this coast special, and gives us, as diners, a delicious diversity of choice.
"Hook a New Favourite is an invitation to go out and try something new: eat something tasty, in good company, and have fun. We'd love to make this a regular celebration of what's good from our sea as the seasons change."
The campaign puts into practice recommendations from University of Brighton research highlighting an opportunity to better connect Brighton diners with the seafood found off their doorstep – and the marine environment that sustains it. Despite the city's close connection to the sea, the study found that diners rarely discussed the sustainability of the seafood they ate, highlighting a disconnect between the waters surrounding Brighton and awareness of the fish and shellfish they provide.
The study analysed menus and online promotion at seven local seafood restaurants, alongside more than 300 customer reviews. Just three reviews - less than one per cent - mentioned lesser-known seafood, and none explicitly referred to sustainability. The research also recommended greater education and skills development for chefs, helping them feel confident working with a wider variety of fish and shellfish.
The research was led by Dr Adam Jones and Dr Diogo Gomes Da Silva of the University of Brighton, in collaboration with Ivanka Majic of Restaurants Brighton.
Dr Adam Jones said: “Our research highlighted an opportunity to make sustainable seafood a bigger part of Brighton’s dining experience, with benefits for local fishing businesses, restaurants and the marine environment.
“Ultimately, we want to change the way people think about seafood – encouraging them to look beyond familiar favourites, understand where their food comes from and make choices that better support our coastal communities and the marine environment. We hope that curiosity will continue long after the campaign, whether people are eating out or cooking at home.”
“By encouraging chefs to work with a wider variety of locally caught fish and shellfish, Hook a New Favourite can help make lesser-known species a more familiar and appealing choice for diners. It’s also an opportunity to support the skills and confidence of the next generation of chefs, helping to make more sustainable seafood a lasting part of restaurant menus.”
The initiative is also supported by The Living Coast UNESCO Biosphere, a partnership working across the heart of the Sussex area to connect people, nature and the local environment. UNESCO Biosphere designations recognise places where communities work to balance nature conservation with sustainable development. Its involvement highlights the links between local food choices, the marine environment and the coastal communities that depend on it.
Sarah Dobson, Programme Manager at The Living Coast UNESCO Biosphere, said: “We're so lucky to be here in the heart of Sussex-by-the-Sea, where UNESCO recognises the international importance of our natural and cultural heritage and the efforts our communities and businesses take to support this. There’s so much more to our coast and sea than cod and salmon. The Living Coast UNESCO Biosphere is all about people and nature thriving together, and every time someone tries a local fish, they’re supporting the local boats and the businesses that make this coast special. We’re delighted to support Hook a New Favourite.”
Through Hook a New Favourite, the partners hope to inspire a lasting shift in how seafood is valued and enjoyed in Brighton – supporting local fishing businesses, encouraging more seasonal, local choices and celebrating the city's connection with the sea. They also hope to extend the campaign through seasonal initiatives throughout the year, showcasing the changing availability of seafood off the Sussex coast.