The End of the Line is six weeks away from its nationwide popular premiere (you can pre-book on line through this site – just go to the Screenings page) but already the fishing industry is starting its campaign against us.

Bring it on, we say.

When the film premiered at the Sundance Film Festival, Seafish, the taxpayer-subsidised industry lobby group, sent their communications manager James Wood to the Festival to see the film and to report back.

This was an undercover operation in the sense that Wood did not identify himself to any of us at Sundance - even though he knew some of those present.

Since then the industry online publication Intrafish has provided a platform for attacks on the film and now Seafish are planning their PR fight back.

This week they’ve circulated their members outlining their plans: “Next week we will begin a media relations campaign designed to communicate the challenges faced by the modern seafood industry and how the industry is meeting those challenges.

“Examples of work include the recovery of certain species, including North Sea cod; what the public thinks of the seafood industry, and the economic and social contributions of the seafood industry to Britain.”

We look forward to engaging them in battle on matters such as the recovery of North Sea cod and the economic and social contribution of an industry which has been subsidised by the taxpayer for decades.