Letchworth Chippies have become part of a Sea Change

Letchworth Chippies have become

Two Letchworth chippies were part of a Sea Change in Letchworth Garden City this June. As part of Seafood from Norway’s latest campaign, Rock’s Fryer and Oh My Cod! in the heart of the Hertfordshire town have been serving up sustainably sourced Norwegian cod and chips to customers and educating on the benefits of choosing sustainable seafood – for us and the planet.

A recent survey conducted by Seafood from Norway and the National Federation of Fish Friers (NFFF) revealed that a huge 9 out of 10 diners (87%) agreed that sustainable fish is important to them, but only a quarter (24%) said they knew what to look for when it came to sustainable fish in their fish and chip shop. This research also showed that 74% of Brits want fish and chip shops to do more to educate them about the sustainable credentials of the fish they sell1.

Fish and chips are well known to be one of the nation’s favourite dishes and it is often the entry point to seafood for many consumers. Seafood from Norway recognises that this is a valuable channel for maximising the Sea Change campaign messaging. By partnering with local chippies, Seafood from Norway has been able to increase awareness of the Norwegian origin of fish served during the promotions, as well drive awareness of sustainable seafood as a delicious protein alternative.

Hans Frode Kielland Asmyhr, UK Director, Norwegian Seafood Council, comments: “Consumers should be aware that by purchasing from a sustainable shop, they are contributing to the future of our oceans and its fish stocks. I’m extremely happy to see how well the local community of Letchworth has reacted to our fish and chip activities, as well the Sea Change campaign as a whole.”

According to the United Nations, we need to produce 70% more food to meet dietary needs in 2050. Landbased agriculture cannot meet these requirements alone, and we need to look to alternatives. What’s more, seafood is too often forgotten in the future of food debate and what makes a sustainable, healthy diet. Research even shows that Brits only eat about half of the Government’s recommended two portions of fish a week. Norway is home to the world’s largest cod stock, supplying around one third of the UK’s cod and haddock; and for many years has been at the forefront when it comes to maintaining and regulating sustainable fisheries.

This is where Sea Change comes in. The campaign aims to turn the tide on the silence surrounding seafood as part of a sustainable diet, and demonstrate how sustainably sourced seafood can indeed play a big part in helping to meet the world’s growing food demand. Moreover, by choosing Seafood from Norway, fish and chip shops can be confident that they really are serving their customers the best quality sustainable seafood.

The fish and chip promotions were hugely successful, Mr Sandhu, owner of Rock’s Fryer, commented: “The Norwegian FAS cod was of exceptional quality. We have been impressed by the large white flakes and delicate taste - and our customers certainly agreed! We’ve really enjoyed taking part in the Sea Change promotions, introducing residents to delicious cod from Norway, and helping tell their sustainability story. It will definitely feature more on our menus in the future.”

The promotions helped to educate families, including children, on sustainable seafood and the important role it has in the future of food through fun, interactive educational activities. Family favourite Mr. Cod joined each promotion to hand out educational boxes for children which included a sustainable seafood fact sheet, colouring sheets, colouring pencils, a branded puzzle and a Sustainable Seafood hero badge.

The Sea Change in Letchworth is part of a pilot, with a view to replicating in other areas in the UK and other global territories. Look out for updates on further Sea Change projects in the near future.

part of a Sea Change

Norwegian Seafood Council Launches Sustainability Hub for Fish and Chip Shop Operators

The Norwegian Seafood Council (NSC) is launching a new sustainability hub featuring resources for fish and chip shop operators.

Following the recent launch of its educational video series, the NSC has created a digital resource hub where friers can access materials to help them communicate the importance of sustainable seafood – and to show the value in every portion of fish and chips.

The Fish and Tips resource hub, www.seafoodfromnorway. co.uk/fish-and-tips has a range of materials available to download including:

Ocean-to-Plate Short Film: A short film captures the nostalgia associated with fish and chips in Britain, and the importance of protecting this much-loved institution for the future.

Fish and Tips Social Media Toolkit: Designed for busy friers who are short on time, this digestible toolkit is accessible to novice and experienced social media users alike.

‘Know where your fish is from’ poster: A printable poster for use in-shop that includes a QR code to take customers through to the Ocean-to-Plate film.

The NSC is also releasing point-of-sale (POS) including branded window stickers, bag and box stickers and A3 posters. These resources feature a QR code which customers can scan with their smartphones, allowing them to watch the Ocean-to-Plate film.

Hans Frode Kielland Asmyhr, UK Director, Norwegian Seafood Council says: “We’re delighted to offer these sustainability resources to talented and dedicated fish and chip shop operators across the UK. We expect them to drive engagement with customers around the issue of sustainability, and ultimately give them a greater understanding of the importance of sustainable seafood.

“The more we can tell customers about where their fish is from, and the effort that goes into making sure it’s as sustainable as it can be, the greater chance we have of getting UK consumers to understand the incredible value they are getting from a portion of quality fish and chips.”

The resources have been created following clear demand from fish and chip shop operators. In a research piece carried out by the Norwegian Seafood Council in partnership with the National Federation of Fish Friers (NFFF) it was found that 88% of fish and chip shop owners find the issue of sustainably sourced fish especially important, but the majority of them struggle to communicate this to their customers1.

Norway leads the world in sustainable fishing practices, and is home to the planet’s largest cod stock. By choosing Seafood from Norway, operators can be confident that they really are serving their customers the best quality seafood and that it’s as sustainable as it gets.

The Fish & Tips resource hub can be accessed here: www.seafoodfromnorway.co.uk/fish-and-tips. Physical POS can be requested from a number of distributors including Smales, T.Quality and Unique Seafood.