Background
'Taste the Atlantic – A Seafood Journey' is a initiative of Bord Iascaigh Mhara / lreland's Seafood Development Agency, to promote the fantastic aquaculture producers and their products along the internationally recognised 'Wild Atlantic Way'.
The trail stretches south from wind swept Malin Head in Co. Donegal to beautiful Kinsale in Co. Cork, passing some of Ireland's most breath-taking seascapes and landmarks - it's a whole new way to experience the Wild Atlantic Way and to learn more about how Irish seafood is harvested, and the pride, passion and people behind it.
Context
With varying levels of consumer knowledge and acceptance of aquaculture across Europe, this project has highlighted and developed an enhanced social licence and awareness of aquaculture, promoting the many social, economic, cultural and culinary benefits that it provides.
The impact of aquaculture is often under appreciated; income generation, investment and employment, both direct and indirect is often unknown or underestimated by groups and individuals who are not involved directly or indirectly in the industry.
The premium quality and sustainable nature of aquaculture products are not always fully recognized, nor are the significant sustainability efforts that the industry continues to make in animal welfare, elimination of the use of plastics, environmental stewardship and wider social and environmental initiatives.
Social licence to operate (SLO) is critical to ensure the resilience and growth potential of aquaculture.
During 2014, F��ilte Ireland (Ireland's Tourism Development Agency) launched the Wild Atlantic Way (WAW), a 2,500 Km defined coastal tourism route from Malin Head in the north of Donegal to Kinsale in Co. Cork in the south. The trail is a clearly defined and signposted route that takes in a great a wide part of the rugged west Irish coast.
The opportunity for Irish aquaculture was quickly recognized by BIM as the route was adjacent to many of Ireland's best aquaculture production areas.
The opportunity to incorporate Irish aquaculture into tourism was quickly grasped and fthe 'Taste the Atlantic – A Seafood Journey', a defined aquaculture tourism trail was launched soon after.
The development of aquaculture-focused tourism has been successful, and a number of successful ancillary businesses have emerged from existing aquaculture businesses, including numerous oyster farm tours and oyster tasting venues, mussel farm tours, abalone farm tours, coastal foraging opportunities, salmon smokehouse visits, cafes and informal dining experiences.
Project Impact
The project has had a wide range of benefits,both at an individual aquaculture producer and wider sectoral level.
This includes:
Increased local and international awareness of Irish aquaculture
Valuable additional revenue streams, which support aquaculture producers to maintain and build their businesses
Enhanced and increased employment in rural, coastal locations
Diversification – being part of the programme has enabled producers to diversify their business, attract new staff, and to bring in valuable revenue streams
Enhanced profile, professional communications and awareness of the aquaculture sector. A wide range of media features regarding the programme will have been seen by a broad range of stakeholders including consumers, chefs, governmental agencies and the wider public.
The programme has also recently undertaken a strategic review, to assess its impact and importance.
This has created a practical roadmap for its future evolution, to further support aquaculture producers to communicate, promote and champion the importance of the sector.
Acknowledgment
The project is funded by EMFAF / European Maritime Fisheries and Aquaculture Fund.