Influential chefs and culinary trend-setters are pivotal in shaping public sentiment and transforming demand for particular produce and ways of sourcing.  In the same breath, chefs are increasingly influenced by consumer demand to showcase sustainable, traceable produce and to source ethically.

Through Fish With A Story, chefs are increasingly recognising their role in ocean stewardship and the relevance of seafood provenance. Participating chefs have embraced the opportunity to work with a diversity of seasonal species and to work directly with small-scale fishing communities to affect social, economic and ecological change.

By celebrating responsible seafood harvests and tailoring their dishes to reflect a basket of previously undervalued fish species, chefs are emphasising the importance of 'eating with the ecosystem' and utilising the whole fish from head to tail.