Untapped Opportunities: Inside the UK Seafood Pavilion at SEG 25
The sizzle of scallops in the live kitchen, the buzz of conversation in the visitors’ area, and the whirr of a hard-working coffee machine pulling yet another espresso, there’s never a dull moment on the UK Pavilion at Seafood Expo Global (SEG).
As the world’s largest seafood trade fair, SEG is impressive in scale. With more than 51,000 square metres of exhibiting space and over 2,000 companies on show, walking the halls felt like navigating a small city. Among the crowd, the UK Pavilion stood out — a focal point for connection, collaboration and for showcasing the best of UK seafood.
Developed by Seafish in partnership with the Department for Environment, Food and Rural Affairs (Defra) and the Department for Business and Trade (DBT), the UK Pavilion at SEG 2025 brought together seafood businesses of all sizes. Held in Barcelona from 6–8 May 2025, it welcomed a global audience of more than 35,000 seafood professionals.
With UK seafood exports valued at £2 billion annually, a significant portion of the £10 billion UK seafood market for human consumption, the appetite for UK seafood abroad is clear. Our fish and shellfish are known for their provenance, freshness and quality. But many businesses still haven’t tapped into their full export potential.
Trade shows like SEG can help bridge that gap.
Starting the journey: Why businesses exhibit
There’s no single reason to exhibit at a show like SEG, and among the UK Pavilion cohort, motivations vary widely depending on what the business is looking for.
For first timers like Whitby Seafoods, it was about visibility and testing the waters with the support of the pavilion structure. While they are frequent visitors at the UK pavilion, 2025 was their first time taking up a booth.
“It feels a bit like throwing a party,” said Managing Director Daniel Whittle. “You never know who’s going to turn up.”
Having a physical presence changed the dynamic for them: “As a visitor, you’re always walking the halls, trying to find people,” he added. “But as an exhibitor, they come to you. It gives it a bit more purpose. I’ve enjoyed it more this year.”
For returning or larger businesses, SEG is about presence and consistency. Trust builds over time and being part of the Pavilion year after year can turn conversations into contracts, sometimes years after the first meeting.
Small businesses also pointed to the role of the UK Pavilion in levelling the playing field, providing branding, logistical support and a sense of belonging that makes stepping into international trade feel achievable, regardless of the size of your business.
A sense of community
You might expect a group of seafood exporters with overlapping products to view each other as competitors. But at the UK Pavilion, that wasn’t the case.
Instead, exhibitors spoke of camaraderie — of shared goals, mutual support, and even friendship. “It’s one of the things people don’t realise,” said Louise Kelly, Director of Edwin Jenkinson. “You do make friends here.”
Exhibitors often swap stories, compare suppliers, share leads and talk through regional preferences and logistics. “You learn from each other,” said one exhibitor. “That’s part of the reason we come.”
Tasting the product
One of the Pavilion’s standout features was the live kitchen, and a strategic one at that. Led by CJ Jackson and Elior chefs Priya Imran and Bruno Correia, the kitchen served up dishes using seafood from exhibiting UK companies.
Over three days, the chefs prepare a rotating menu of UK species, from smoked haddock and mackerel to premium langoustine, brown crab and European lobster. Fresh and smoked salmon was featured, alongside monkfish and whelks, offering visitors a broad taste of what the UK has to offer.
“We have such a diverse range of the most fantastic fish from beautiful, nutrient rich waters. We’re so lucky to have the selection of fish we have here, and I love cooking with it”, said CJ.
Taste can be a leveller, both attracting potential buyers to the UK pavilion and giving them a taste of the quality of the national product, tipping the scales in favour of the exhibitors. Buyers were drawn in by the smell, and many stayed for a conversation.
A global market with room to grow
With seafood consumption rising globally and aquaculture projected to drive future growth, UK businesses are increasingly looking beyond established export markets.
For many at SEG, the goal was twofold: To deepen ties in familiar regions like Europe and North America, and to explore emerging demand in Asia, the Middle East and others.
“There’s definitely demand,” said one exhibitor. “But buyers eat with their eyes too. This year, packaging was a big talking point. Marketing matters.”
Exporters like Hooktone Group, who operate in both the UK and Spain, talked about adapting their offer to meet regional preferences. Others, like Grants Oak Smoked, spoke about refining their export strategy to expand their reach.
Relationships take time
If there was one thing exhibitors agreed on, it was this: You don’t go to SEG expecting to sign a deal on day one. Trade shows are about visibility, yes, but they’re also about consistency and trust. Showing up year after year, building relationships and having those repeat conversations is what leads to actual business growth.
“You come here so that when someone needs your product, they already know who you are,” said one exhibitor.
“We’ve just signed a contract that really began at a trade show two years ago,” added Gary Hodgson of Venture Seafoods.
SEG 2025 proved that trade expos are far more than a place to hand out leaflets. They’re a stage, and for businesses at the UK pavilion, a shopfront to the world.
“Just try it,” said Louise Kelly. “You learn by doing.”
With new trade agreements in place, such as the one enabling live seafood exports to Vietnam and India, that momentum increasingly translates into sales. For seafood businesses looking trade internationally, it’s an investment in being seen, remembered, and ultimately, being chosen.
Want to be part of it?
Trade shows like SEG offer a front-row seat to international growth. If you're a UK seafood business ready to explore global markets, the UK Pavilion could be your next step.
We’re now taking expressions of interest for the UK Pavilion at the Japan International Seafood & Technology Expo 2025, a great opportunity to connect with buyers and showcase your products in a key international market.
Find out how you can be a part of it via the link below: