Through its M&J Seafood brand, Fresh Direct is backing a campaign to teach children the value of fish, delivering a range of fresh fish to schools across the country as part of the ‘Fish in School Hero’ initiative.

The campaign, which is organised by the Food Teachers Centre in association with the Fishmongers’ Company Fisheries Trust, saw more than 900 schools take part in the campaign in 2022, with more than 13,000 children benefiting from the programme.

There is no cost to the schools taking part and it is backed with a comprehensive package, including locally sourced fish and teacher training, providing young people with an exciting and delicious experience.  It is directed particularly at schools in the most deprived areas, where pupils are unlikely to have access to fresh fish. 

It’s the second year that M&J Seafood has supporting the initiative, which sees it organise collection, storage and primary transport free of charge as it delivers Alaskan Salmon into schools on behalf of the Food Teachers Fish Heroes campaign.

Matthew Orr, Fresh Direct senior commercial manager, said: “Once children have taken part in the campaign, they are much more likely to try fish again in the future and make the most of this delicious food. We’re delighted to play our part in educating the next generation in the delights of seafood.”

Schools wanting to take part, can contact the Food Teacher Centre info@foodteachercentre.co.uk