With the loss of MSC certification for North Sea cod in September 2019, fish and chip awards sponsor, the Norwegian Seafood Council in partnership with the Norwegian trawler, Ramoen launched a sustainability-focused loyalty campaign to support the UK’s finest fish and chip shops. With the aim to increase awareness that origin matters when it comes to premium quality and sustainability.
The campaign kicked off with an industry round-table to discuss the future of sustainable fish and chips with top chippies and restauranteurs at The Cod’s Scallops in Nottingham – since crowned the best fish and chip shop in the UK as part of the annual National Fish and Chip Awards. This meeting included a number of key industry players in the fish and chip sector, with the representatives from the NSC contacting our top ten finalists in the search for the UK's best fish and chip shop to take part in the campaign.
To take the campaign to the consumer, selected fish and chip shops using MSC certified frozen-at-sea Norwegian cod and haddock from the Ramoen will unite to offer customers spending £10 and over on fish and chips, branded woolly beanie hats and reusable water bottles on Friday 13th and 20th March respectively, to reward customers for making sustainable choices when it comes to fish and chips. This follows on from the NSC's continued involvement in the awards programme, and linking back to the sea to plate study visit to Norway that is provided as part of their sponsorship of the Fish and Chip Shop of the Year Award.
Loyalty gifts for customers spending £10 and more on their fish & chip meals at participating chippies will be available, while stocks last as follows:
- Friday 13th March – free woolly beanie hats
- Friday 27th March – free branded reusable water bottles
Participating Fish & Chip Shops:
- Bertie's Fish & Chips, Edinburgh - Finalist 2020
- Cod's Scallops, Nottingham - Overall Champion 2020
- Elite Fish & Chips, Lincoln
- Eric's Fish & Chips, St Ives (Cambridgeshire)
- Harlee's, Poole Quay
- Hennighan's Top Shop, Machynlleth
- Kingfisher, Plymouth Longsands - Overall Champions 2017
- Fish Kitchen, Tynemouth
- Mayfair Chippy, London
- Shap Chippy, Shap (Cumbria) - Second Place 2020
- The Chip Shed, Warwick
- Wigmore Fish, Luton
UK Director of the Norwegian Seafood Council, Hans Frode Kielland Asmyhr commented “Norway has a longstanding relationship with the UK in providing premium quality, sustainable seafood. We are proud to be working with the Ramoen and the National Fish and Chip Awards to support those chippies who take pride over sourcing their seafood sustainably.”
Katrine Florvaag, Sales Director of the Ramoen added “sustainability is at the heart of our operations. 100% of our supply to the UK is MSC-certified, traceable, sustainable and – importantly – available for supply to the UK’s finest fish & chip shops. Our new initiative celebrates our latest range of larger boneless, filleted products, and aims to support those who are sourcing sustainable seafood from Norway and are proud to tell this to their customers.”
Frozen-at-sea whitefish is favoured by many award-winning fish and chip shops where consumption volumes are high. Once the fish is caught, it is processed, filleted and frozen to below -20C within 6 hours. Locking in optimal freshness, nutrients and taste without compromising on quality is what the Ramoen and many other Norwegian vessels have been doing time and again. Seafood from Norway is known for its superior quality, green credentials and seafaring heritage – chippies can be sure they are sourcing sustainable ingredients from a country where people take great pride in their rich fishing heritage.