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'No Catch' scoops multiple awards
NO CATCH...JUST COD - the brand created by Bryt for Johnson Sustainable Seafoods - received wide acclam from the judging panel at this year's Scottish Food and Drink Excellence Awards where Johnson won the 'Fish and Seafood' and 'Food Service Product' categories and the prestigious 'Supreme Award' which recognises the overall top food and drink product in Scotland.
In line with the product, the brand's striking packaging represents a fundamental departure from the current offer in UK supermarkets. Bryt developed the brand to highlight the product's sustainability and communicate the facts behind the cod's provenance and its journey from the waters of Shetland to the supermarket shelf.
Reared in the Atlantic waters around Shetland, NO CATCH...JUST COD is the world's first 100% organic, sustainable cod and is certified by the Organic Food Federation. All codlings are bred from carefully selected brood stock in state-of-the-art facilities at the world's largest cod hatchery in Shetland. They are fed on the offcuts of fish already harvested for human consumption, and never come into contact with pesticides or dyes.
Importantly, the harvesting and distribution process eradicates the need for freezing the fish and means NO CATCH...JUST COD will also reach the shops fresher than most wild cod, which often spends up to 10 days in ice on a trawler.
Karol Rzepkowski, Managing Director of Johnson Sustainable Seafoods, said: 'NO CATCH...JUST COD speaks to a growing demand for real, high-quality food for consumers with a conscience. By offering a sustainable and tasty alternative to wild cod, we hope to change consumer behaviour and, in doing so, tackle the important issues of pollution and overfishing in our seas.'
Bryt Managing Director Eddie Stableford added, 'Our task was to strip back a very complex product proposition and define a creative execution which would immediately communicate the unique qualities of this superb fish. Achieving standout and instant recognition on shelf was key and our 'say it with words' concept does so admirably.'
Look out for NO CATCH...JUST COD on Seawatch with Kate Humble - BBC1 soon.
NO CATCH...JUST COD is available in Tesco and Sainsbury's stores nationwide.
See: http://www.nocatchcod.co.uk
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