British celebrity chef Heston Blumenthal has been appointed as an ambassador for inland aquaculture enterprise Murray Cod Australia, and will 'act as an advisor to the company with its menu and product development'.

Blumenthal and his Fat Duck group have also become shareholders in the New South Wales based company, and he commented 'The innovative way they have created a luxury fish product by combining natural processes evolved over millions of years with cutting edge technology aligns with the way I approach food and cooking'.