Keeping up with VC Joneses! VC Jones celebrates its 60th birthday

Keeping up with

VC Jones celebrates its 60th birthday

If you ever visit the seaside town of Whitstable in Kent, a wander along Harbour Street will have you smiling at the aroma of fish and chips cooked in beef dripping wafting from the doors of VC Jones.

And next year (2022) the fish and chip shop with the iconic sign offering ‘fish luncheons’ celebrates their 60th birthday. If you ask any local, they’ll all know someone who has been employed by the business over the years and there is a fondness towards the four generations of the family who run the shop together.

The family that fries together stays together

In 1962 Vivian and Joyce Jones made the decision to leave London with their two children and relocate to a ‘plaice’ close to their hearts. The building was already a fish and chip shop and over the years the family has maintained the original interior complete with tea towels on the walls. The decorations are so well known that customers bring back tea towel gifts for the family from their travels.

The business has been passed down through the generations and you will always find a member of the family behind the counter. Vivian and Joyce passed their chip scoops to son Viv (it’s a family name) and daughter in law Madeleine and their grandchildren Dan, Matt, and Samantha. Viv is incredibly proud of the heritage in their business, “My gran, so that’s my dad’s mum, ran two fish and chip shops in London which she kept running during the Blitz. With my granddaughter now working at the shop, that makes 5 generations in the fish and chip trade.”

Throughout their 60 years the menu has stayed pretty much the same as it was in 1962, with only curry sauce (a popular amongst regulars) added to the menu.

Swimming against the current

Having sat on the same street for 60 years, VC Jones Fish and Chips has seen and survived a lot. Grandson, Matt Jones says, “Our shop has been there through thick and fin (excuse the pun) and is an institution within our town”. The recent pandemic and lockdown caused the business to make a sudden pivot,

the VC Joneses!

introducing card readers and a delivery service for locals. Additionally, they created a pay-it-forward service and have provided over £4000 worth of meals to the most at need in their community. “It felt amazing to be able to make a difference,” says Samantha, “at times of need, a hearty meal of fish and chips can go a long way”. Fish and chips, what better comfort food can you get.

Secrets to success

Asking Matt what their secret to success is he replies, “It goes on many levels. Firstly, the product has to be of the highest quality (you get what you pay for). So, we use locally farmed potatoes and the best quality fish you can get. It’s also all about maintaining good working practices and food hygiene.” His mum Madeleine adds, “Customer service is also so important. I pride myself in remembering names of the children and grandchildren of our customers. They like the personal touch. We’re more than just a takeaway, we’re an experience.” There’s also a certain level of nostalgia. “Five generations of our family have worked here,” says Dan Jones, “and our customers love the nostalgic feeling of entering our shop. In an ever changing and unstable world, we are a constant.”

60 years young

To celebrate their 60th birthday, the family will be doing several promotional events throughout 2022. Customers will be able to purchase their own branded tea towels and t-shirts, with profits donated to the RNLI and Alzheimer’s UK, two charities that are close to the family’s hearts.

As stalwart supporters of local artists, the shop and its sign regularly feature in artworks and on Instagram, and the family will also be showcasing local artwork.

We are very proud to announce that Gadus has received the Responsible Fishing Vessel Standard (RFVS) certification, which certifies our high standards of vessels management and safety systems including the rights, safety and well-being of our crew.

“I would like to congratulate JFK on their achievement with the Responsible Fishing Vessel Standard. Sustainability is a huge issue for all but it is so important for the fish and chip sector. Itis essential that we ensure fish stocks are preserved and JFK are Marine Stewardship Council certified for that purpose. Now they have added certification that ensure the crews on the boats catching that fish arxe trained and looked after to the highest standards too” commented Andrew Crook, President of the National Federation of Fish Friers (UK). “It is great to see such important suppliers to our industry operating to the highest global standards meaning we will be able to enjoy fish and chips for another 160 years and beyond”.

GADUS FISHERMEN FIRST