Cod and haddock have long been the undisputed stars of the chip shop menu – flaky, familiar and always in demand. But with prices rising and stocks under pressure, operators are now on the lookout for seafood that’s both ocean-friendly and easier on the wallet
Swapping out overfished staples like cod and haddock doesn’t mean sacrificing flavour, texture or tradition. In fact, there are plenty of sustainable whitefish options that are just as delicious, often more affordable, and well suited to classic chip shop cooking.
The Marine Conservation Society’s Good Fish Guide is the go-to resource for identifying the most sustainable seafood. Using a simple traffic light system, it helps both consumers and businesses make informed decisions based on how and where seafood is caught or farmed. Green-rated options are the ‘Best Choice’, amber means ‘OK – but improvements are needed’, and red highlights unsustainable ‘Fish to Avoid’.
With the latest guidance from the charity’s Good Fish Guide in hand, we’ve reeled in five top-rated choices that are tasty, versatile, and chip-shop ready – perfect for mixing up your menu while taking pressure off dwindling stocks.
Plaice
Plaice is a British classic and a familiar feature on many fish and chip shop menus. With its light, delicate flavour, it offers a cheap and accessible way to introduce a more sustainable alternative to cod and haddock.
Although it doesn’t have the same chunky flakes, its thinner fillets make for a lighter choice. Ideal if you’re looking to offer more variety beyond the usual big five. Plaice works beautifully with fresh herbs, lemon, or a crisp batter.
The Marine Conservation Society’s Good Fish Guide recommends plaice from the North Sea for best choice. Sustainability levels vary across the UK, so it’s especially important to check where and how its sourced.
Basa
Basa is a mild-flavoured, affordable whitefish that’s widely available in the UK and already a popular choice for many takeaways and restaurants. Its soft, white flakes and delicate flavour make for an excellent budget-friendly alternative to haddock or cod.
Although basa doesn’t have the thick flakes of cod or the firm texture of haddock, it is still well suited to traditional fish and chip shop cooking. It bakes and fries quickly and takes batter well. Its mild taste also makes it a versatile base for a variety of sauces, seasonings, or spiced batters.
For best choice, choose basa certified by the Aquaculture Stewardship Council (ASC), GLOBALG.A.P., or Global Seafood Alliance Best Aquaculture Practices. Check the Good Fish Guide for more information.
Hake
Once heavily overfished and in serious decline, European hake is now regarded as a seafood success story. Thanks to improved management and tighter regulations, stocks have bounced back, and it’s now green-rated on the Marine Conservation Society’s Good Fish Guide.
With its firm texture, mild flavour, and large white flakes, hake is one of the closest alternatives to your usual whitefish favourites. It can be prepared just like cod or haddock in the kitchen, whether battered, fried, or grilled – and can be swapped in with little to no adjustment to your cooking process.
Hake caught in UK seas is rated as best choice on the Good Fish Guide.
Pollock
Pollock is one of the most widely eaten fish in the world, frequently found in fish fingers and fast food. But beyond that, it’s a highly versatile whitefish with a mild flavour and a light, flaky texture that’s remarkably similar to cod once cooked.
Pollock fillets are lean, hold batter well, and cook quickly, making them an excellent fit for deep frying in a traditional chippy setting. It’s also a more affordable option than both cod and haddock, offering a cost-effective and ocean-friendly option without compromising on taste.
The Good Fish Guide recommends Alaska Pollock wild-caught from the Gulf of Alaska, Bering Sea and Aleutian Islands for best choice.
Whiting
Whiting is one of the often-overlooked whitefish found in UK waters. Its mild flavour and tender, flaky texture make it a great fit for traditional fish and chips, and it’s often significantly more affordable than cod or haddock.
While its texture is a little more delicate than cod, whiting fillets take well to batter and cook quickly. They’re also well suited to fishcakes, goujons or lighter menu options.
For best choice, look for whiting certified by the Marine Stewardship Council (MSC).
For more information on how to source sustainable seafood, visit www.mcsuk.org/goodfishguide.
