A conference in Maldon could be about to give the Essex fishing and restaurant industries their biggest boost for years.

With 400 miles of coastline ripe with fish, Essex could be sitting on a goldmine. Now a scheme has been launched to help tap into it. This includes stamping local produce with the Essex for Seafood brand which could set the standard for the industry.

And tomorrow, those involved with the fishing industry and its offshoots will get together in Maldon to work out how they can push the brand.

But Alex Midlen, of the Essex Estuaries Initiative, revealed the brand brings together so many individuals it would be "a challenge" to unite them.

More than 7,000 tonnes of seafood are landed on the county's shores each year. Mr Midlen said the vision "is to bring each stage together to create a recognised symbol of quality".

With the decline in numbers of fishing fleets and European laws restricting fishermen's catches, Mr Midlen said something had to be done to support the industry. Essex for Seafood - masterminded by the Essex Estuaries Initiative - was proposed as a way forward.

Mr Midlen stressed everyone in the fishing industry had to be involved, from those who catch seafood to those who serve it.

The East of England Development Agency (EEDA) put £56,000 into research. The money also helped launch a promotional calendar before Christmas.

Essex for Seafood has 2,000 contacts on its database and is looking to develop the brand with feedback from them.

Mr Midlen said priorities included developing a practical brand which would offer assurances to customers.

"People need to know Essex is a good place to buy seafood - it's all about being local," said Mr Midlen.

For more information contact the Essex Estuaries Initiative on 01206 282480

Published Tuesday, February 19, 2002