Tiffany Irvin, co-owner of The Fish Works in Largs, Scotland, hosted a demonstration at this year’s HRC exhibition, encouraging chefs to utilise more sustainable seafood on menus.
Entitled ‘modern takes on comforting classics’, Tiffany oversaw the demo by 2024 Young National Chef of the Year Jonny Smith who paired a Norwegian fjord trout recipe with asparagus and beurre blanc.
The session on the 18th of March at London’s ExCel formed part of a seafood takeover in collaboration with Seafood from Norway and Chef Publishing, staged at this year’s Chef HQ at HRC.
Tiffany later joined a panel discussion moderated by Chef Publishing editor Claire Bosi featuring insights from Victoria Braathen, UK director of the Norwegian Seafood Council (NSC), and Michelin-starred chef Simon Hulstone of The Elephant in Torquay. The panellists explored current seafood trends and highlighted the crucial role chefs and seafood operators play in raising awareness about sustainable seafood.
They also discussed the importance of inspiring consumers to choose more seafood, sharing cases on menu developments and strategies for attracting younger consumer groups, while emphasising and showcasing product quality and transparency.
Tiffany Irvin, co-owner of The Fish Works, commented: “As operators, we have to get creative in how we encourage people to eat more fish. At The Fish Works, we’ve found that putting a twist on traditional fish dishes really sparks excitement about seafood, especially among our younger customers. From fish tacos to haddock bao buns, these dishes are opening our customers’ eyes to the many possibilities of seafood cooking.
“Many people still don’t realise just how versatile, healthy, and protein-rich seafood is, so we take it upon ourselves – through various campaigns and initiatives – to showcase these benefits. We’re also seeing a growing demand from customers who want to know where their fish comes from. Sharing that story with them builds confidence in the product and keeps them coming back for more.”
The event included a networking breakfast curated by Simon Hulstone, where guests got to enjoy Norwegian cold-water prawns and fjord trout dishes. Simon also took to the demonstration stage in the afternoon to reimagine the classic fish pie. His creation featured roasted Skrei and seasonal Norwegian cod, accompanied by potted Norwegian cold-water prawn crumpet.
Chef Simon Hulstone, proprietor at The Elephant, commented: “I’ve worked with Norwegian seafood for over a decade now, and what stands out to me is the consistency in quality – year after year, I know exactly what to expect.
“Sustainable seafood has huge potential to inspire people, encouraging them to explore different species both at home and when dining out. Over the years, it’s been fascinating to see how consumer preferences have evolved. As chefs and operators, it’s our role to listen to our customers’ needs, and now more than ever, sustainability is at the forefront of their priorities.”
Norway is a proud supplier of sustainable seafood to the UK hospitality industry through a close collaboration with importers and distributors, chefs and caterers.
On concluding the takeover Victoria Braathen, NSC UK director, commented: “It’s been an absolute pleasure to be part of an arena like this, where Norwegian and UK stakeholders can come together to explore the exciting ways UK chefs and operators are working with Norwegian seafood.
“It’s inspiring to see how Simon, Tiffany, and many other UK chefs and operators are bringing seafood to life in creative and engaging ways, showcasing its versatility and accessibility to drive greater enthusiasm and appreciation among consumers.”
