Galetti will lead the charge to encourage buyers, restaurant owners and chefs across the UK to purchase and serve more seafood from Scotland by promoting its quality, flavour and versatility.

Seafood from Scotland has created a new information hub for the Sea the People campaign which includes clips from Monica’s experiences in Scotland, a video interview on why she got involved with the campaign and seafood recipes for chefs to try out.

Galetti said: “Sea the People is vital because, at its heart, the Scottish seafood industry depends on these men and women to maintain and grow its premium status. I am in awe of their knowledge and skills, and their commitment to provenance at every stage of the supply chain.  

“I would love to see UK restaurants and retailers stocking more Scottish fish and shellfish – fished or farmed.  At present around 80% is exported. We have a collective responsibility to introduce different species to consumers, in a way that encourages them to look beyond the familiar. For me, Scottish seafood is synonymous with the best quality in the world, and we definitely need to be shouting about it.”

In preparation for this flagship role, she spent time travelling around Scotland’s coastal communities, meeting the people who devote their lives to their craft, and forming professional relationships with fishers and processors, entrepreneurs running harbour cafes, oyster growers, fish smokers and salmon farmers.

Adam Wing, head of trade marketing for the UK, Americas & New Markets, added: “Monica Galetti is the perfect person to champion our efforts because she genuinely believes in the quality of Scottish seafood and the commitment of the people who produce it. She has an ability to find a connection with everyone she meets, and really listens to their stories. She wants to keep learning and it shows.”