The Norwegian Seafood Council recaps on what the winners of the 2024 National Fish & Chip Awards experienced during their Norwegian adventure
Known for its rich fishing history and practices refined over generations, Norway is a wellspring of pioneering sustainability – an area of growing interest within the UK’s fish and chip industry. As this sector evolves to meet consumer preferences for more transparency regarding seafood origin, the Norwegian Seafood Council, on behalf of Seafood from Norway (SfN), recently invited the winners of this year’s National Fish and Chip Awards to visit Norway and experience the country’s leading sustainable seafood practices first-hand.
Dedicated to supporting the UK’s fish and chip industry now and in the future, SfN was proud to be the headline sponsor for 2024’s National Fish & Chip Awards, in addition to the Environment and Sustainability category, and extended an invitation for this trip to all category winners.
Over the course of an immersive three days, a jam-packed itinerary guided the winners on a tour of all things Norwegian seafood. From pioneering stock management to technologically advanced fishing fleets, everything Norwegian seafood producers do has sustainability at its heart.
Kickstarting the trip were a series of talks by NSC, Norway’s Institute of Marine Research, and the Norwegian Fishing Vessel Owners Association. NSC’s head of strategy and sustainability, Bjørn-Erik Stabel, emphasised the importance of traceability when sourcing seafood, highlighting the Norwegian ocean-to-plate journey and sharing insights into modern consumer preferences. 
According to NSC’s consumer trends report, there is growing awareness among consumers about the impact their choices have on the environment and a concerted effort to make conscious decisions supporting sustainable and ethically sourced seafood options. As consumer attitudes and preferences are changing so is the ever-evolving work of the hospitality industry. Ultimately, alongside serving up the nation’s favourite dish, fish and chip operators will also need to help customers make informed choices around sustainability, giving them confidence that they are buying the best.
As the largest seafood exporter in the world, including cod and haddock – two of the most popular species used by British fish and chip shops – Norway has one of the world’s most advanced and well-established systems for responsible resource management. This success is not coincidental but the result of systematic work and strict regulations at all levels, ensuring consistent quality, consumer safety, and fish welfare with minimal environmental impact. This was exemplified during a memorable tour onboard one of Norway’s largest Frozen at Sea vessels, Østerfjord, where the winners experienced firsthand what really goes on behind the scenes in harvesting seafood sustainably.
Like many fish and chip businesses in the UK, Østerfjord is family run. Now in its third generation, Østerfjord implements modern innovations to harvest fish in Norway’s pristine waters with very little impact on the environment. Østerfjord’s world-leading fishing technology is designed to minimise energy consumption and ensure that the fish caught are carefully handled and frozen at sea within four hours to lock in freshness and quality.
By synergising cutting-edge technology with responsible fishing methods, Østerfjord represents a state-of-the art approach to commercial fishing, prioritising both productivity and environmental stewardship. There is also a zero-waste policy onboard, as Norway banned discards in 1937, more than 30 years before its EU counterparts.
On the last day of the trip, winners visited Brødrene Sperre, one of Norway’s largest seafood producers known for their sustainable approach to fishing and seafood exporting. The winners learnt about its nose-to-tail ethos, committing to using the entire catch, with leftover cuts manufactured to make fish meal and oils.
As the UK’s fish and chip industry continues to modernise its offerings, adapting to new consumer demands and evolving preferences, study trips like this offer a valuable arena for knowledge sharing, giving suppliers and operators the opportunity to establish a common understanding of the ocean to plate journey of their produce – helping them to better cater to their customer’s needs. According to NSC, when customers understand where their fish comes from and the lengths the industry goes to, to safeguard oceans and ensure sustainable fishing, they will better appreciate its value.
Serving as a valuable opportunity to celebrate the long-standing seafood relationship between Norway, UK partners, and the many talented, dedicated fish and chip operators in the country, this study trip not only provided a platform for exchanging insights but also facilitated relationship building among peers, bringing together the best in the industry to celebrate their shared success.
