Godfrey’s and Granit: a great partnership

Granit cod sourced from Unique Seafood has been integral to Godfrey’s success, providing a reliable supply of top-grade fish to this busy chippy in Harpenden, Hertfordshire 

In the 12 years Godfrey’s Fish & Chips has been trading, it has developed a dedicated following, with 75% of its customers returning regularly. The signature fish and chips keep them coming back, making up nearly 90% of total sales.

Being in the south, Godfrey’s is a cod-focused takeaway and restaurant, going through around 18 cases of cod each week compared to six cases of haddock. For the past 10 years, a majority of the frozen-at-sea cod it has been using has been from Unique Seafood and caught by the Norwegian vessel Granit.

“We’ve been buying from Granit for over 10 years now and that’s mainly because it is so consistent,” says owner Luke Godfrey. “Some boats are great one landing and not the next, but the cod we get from Granit is pretty much always on the money in terms of taste, size and quality. That consistency is important to me because it’s all about customer perception, regular customers recognise and expect the same each time.”

Godfrey’s buys 16-32 ounce skin on cod, which allows staff to cut thick, chunky loins while accommodating customers who like the tail end. 

“Our customers appreciate the choice, from tail to chunky loins, and knowing they’ll get the same quality each visit,” Luke says. “It means on a busy Friday night it can be quite hectic as we offer three different sizes of fish, so we don’t just put in ten small and ten regular cods, it’s five small chunky bits, five small tail bits, some want skinless, some want it gluten free. But I know our customers really appreciate being able to order it how they like it.” 

The thick, flaky texture and pure white colour of Granit’s cod “always fries up nice and white,” giving it that signature Godfrey’s taste and texture that loyal customers return for.

For Luke, choosing the right fish supplier isn’t just about what ends up on a plate but about the entire journey from sea to shop. Knowing the cod it buys is from MSC-certified fisheries offers the reassurance that each piece is traceable and responsibly sourced. 

“We promote the fact that our fish is sustainable but if customers ask – and they do – it’s great that we can tell them the exact boat that it comes from. When we say it’s sustainably sourced from well-managed fisheries in Norway, customers tend to smile and say ‘that’s good’.”

Working with Unique Seafood for over a decade now, Luke has built up a strong relationship and benefits from a forward-buying arrangement that helps stabilise prices and navigate market fluctuations. “We buy about 12 weeks ahead,” he says. Unique Seafood holds the stock for us and delivers weekly. I know if the prices drop, we might lose out a little, but I prefer to have that certainty so I can plan around it.”

Having built his business on quality and consistency, Luke knows his customers’ expectations well. “Fish has to be just right every time,” he says. “And with Granit, I get that.”

Unique Seafoods 0203 260 3580 www.uniqueseafood.co.uk