Young’s Seafood
Experiential / Engagement, Government, Growth, Sales, Trade and investment
Objective
To open up new international trade corridors and develop distribution partnerships, especially in Asia.
Outcome
Young’s Seafood salmon is now on the menu in China, and Qingdao has become one of the company’s main processing and packaging ports.
Following the success of the Young’s Seafood event and Yorkshire Forward’s two-race Clipper partnership, a tripartite memorandum of understanding was signed between Yorkshire (UK), Qingdao (China) and Cape Breton (Nova Scotia, Canada), to develop mutual trade opportunities, with a particular focus on the seafood industry, during the Clipper Race.
Activation
Young’s Seafood became a Team Partner to the Hull and Humber yacht entry in the Clipper Race, sponsored by Yorkshire Forward the Regional Development Agency.
Alongside Yorkshire Forward, Young’s Seafood hosted a forum during the Qingdao stopover in China for more than 200 government and business officials, which culminated with a gala seafood dinner, prepared by celebrity chefs from Yorkshire.
The Hull & Humber yacht is visiting many of the countries where we buy fish and work with global suppliers.
Our current partners in the Qingdao region are of key importance to our business and we are delighted to use this important opportunity to meet with these colleagues and further enhance our existing close relationships as well as forging new links in China.