Acclaimed TV chef Monica Galetti has been named as the first Scottish Seafood Ambassador.
The former MasterChef Professionals judge will lead the way in encouraging UK hospitality venues to offer more Scottish seafood.
Seafood from Scotland has created the new Sea the People campaign, which Galetti will head as ambassador.
She is an advocate for Scottish-sourced seafood and is calling for more fish and shellfish to be sold in the UK.
In preparation for the role, Galetti travelled around Scottish coastal communities to speak to people behind the industry, including fishermen, salmon farmers, fish smokers, oyster growers, processors and entrepreneurs.
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 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.”