Letchworth Chippies have become
T
wo Letchworth chippies were part of a Sea
is too often forgotten in the future of food debate and
Change in Letchworth Garden City this June. As
what makes a sustainable, healthy diet. Research even
part of Seafood from Norway’s latest campaign,
shows that Brits only eat about half of the Government’s
Rock’s Fryer and Oh My Cod! in the heart of the
recommended two portions of fish a week. Norway is home
Hertfordshire town have been serving up sustainably
to the world’s largest cod stock, supplying around one
sourced Norwegian cod and chips to customers and
third of the UK’s cod and haddock; and for many years has
educating on the benefits of choosing sustainable
been at the forefront when it comes to maintaining and
seafood – for us and the planet.
regulating sustainable fisheries.
A recent survey conducted by Seafood from Norway and
This is where Sea Change comes in. The campaign aims
the National Federation of Fish Friers (NFFF) revealed that a
to turn the tide on the silence surrounding seafood as part
huge 9 out of 10 diners (87%) agreed that sustainable fish is
of a sustainable diet, and demonstrate how sustainably
important to them, but only a quarter (24%) said they knew
sourced seafood can indeed play a big part in helping
what to look for when it came to sustainable fish in their fish
to meet the world’s growing food demand. Moreover, by
and chip shop. This research also showed that 74% of Brits
choosing Seafood from Norway, fish and chip shops can be
want fish and chip shops to do more to educate them about
confident that they really are serving their customers the
the sustainable credentials of the fish they sell1.
best quality sustainable seafood.
Fish and chips are well known to be one of the nation’s
The fish and chip promotions were hugely successful,
favourite dishes and it is often the entry point to seafood
Mr Sandhu, owner of Rock’s Fryer, commented: “The
for many consumers. Seafood from Norway recognises
Norwegian FAS cod was of exceptional quality. We have
that this is a valuable channel for maximising the Sea
been impressed by the large white flakes and delicate taste
Change campaign messaging. By partnering with local
- and our customers certainly agreed! We’ve really enjoyed
chippies, Seafood from Norway has been able to increase
taking part in the Sea Change promotions, introducing
awareness of the Norwegian origin of fish served during
residents to delicious cod from Norway, and helping tell
the promotions, as well drive awareness of sustainable
their sustainability story. It will definitely feature more on
seafood as a delicious protein alternative.
our menus in the future.”
Hans Frode Kielland Asmyhr, UK Director, Norwegian
The promotions helped to educate families, including
Seafood Council, comments: “Consumers should be
children, on sustainable seafood and the important
aware that by purchasing from a sustainable shop, they
role it has in the future of food through fun, interactive
are contributing to the future of our oceans and its fish
educational activities. Family favourite Mr. Cod joined
stocks. I’m extremely happy to see how well the local
each promotion to hand out educational boxes for
community of Letchworth has reacted to our fish and
children which included a sustainable seafood fact sheet,
chip activities, as well the Sea Change campaign as a
colouring sheets, colouring pencils, a branded puzzle and
whole.”
a Sustainable Seafood hero badge.
According to the United Nations, we need to produce
The Sea Change in Letchworth is part of a pilot, with
70% more food to meet dietary needs in 2050. Land-
a view to replicating in other areas in the UK and other
based agriculture cannot meet these requirements alone,
global territories. Look out for updates on further Sea
and we need to look to alternatives. What’s more, seafood
Change projects in the near future.
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Fastfood Professional • August and September 2022
August and September 2022 • Fastfood Professional
12
