Aquaculture has brought two crucial changes to the seafood industry: consistency of supply and lower prices. Dennis Overton, the managing director of Aquascot, a fish-farming operation in the Scottish Highlands, says that aquaculture has led to an increase in demand for fish. Before salmon were farmed, supermarkets found the unpredictable supply made it difficult to sell. Now salmon can be sold in the same way as beef or lamb, and this, he says, has had a huge impact on sales.