Fish and chip shops are being warned to brace for further price increases on frozen at sea cod and haddock, as the industry approaches one of its busiest times.
Easter traditionally brings a surge in demand for fish, often driving up prices. But with costs already soaring, suppliers are now predicting cod prices will soon reach £295 per case, depending on product and fillet size. This is a 30% increase on January’s prices.
The increases follow months of rising costs, driven by a combination of factors: the lowest cod quotas in the Barents Sea since 1991, strong demand from processors in China and Europe, and reduced UK imports from Russian vessels due to higher tariffs. As the industry heads into Easter and the peak trading period from May through September, demand is set to rise further, placing even more strain on an already limited supply.
Bobby Joyce, sales and marketing director at fish merchant Smales, adds: “The USA is currently in its peak demand period for cod and haddock and has been paying high prices to secure stock. Prices are still strong on headless & gutted production from processors globally, and fillet production from Russian vessels is still not being offered to the UK in any volume due to our tariff being significantly higher than that of the EU.
“We will have to wait and see if the impact of the new tariffs imposed by the USA have any knock-on effect on demand for fish, but as we talk today I cannot see any major dynamic shift that would make more fish available to the UK market or have any downward pressure on prices.”
Operators are being forced to find ways to survive rising costs and supply shortages. Hanbury’s, which has been serving fish and chips in Babbacombe, Devon, for 42 years, has introduced a 6% price increase across its menu, but a 10% increase in the price of cod. Medium cod and chips has risen from £12.20 to £13.50. Meanwhile, the shop has secured a large quantity of high quality haddock, which it is selling as a special for £6.95 alongside small chips to cushion the blow.
Owner David Hanbury comments: “We haven’t got any choice. If we didn’t take action, our cod bill alone would be £50,000 more this year than last.
“When cod prices are hitting £280 to £295 a case, combined with a 6.6% rise in the minimum wage, it’s a business killer. It’s just a perfect storm for fish and chip shops. Cod makes up 40% of my menu — that’s what people come here for. They’re not mad about haddock, but I’m having to steer them towards it.”
Jason’s Fish & Chips in Rackheath, Norwich, has also added a more affordable alternative to its menu, with owner Jason Fish saying cod and haddock are “becoming harder to source at fair prices”. Currently offering hake, plans are to change to a different fish each week depending on the market. In a Facebook post to his customers, Jason wrote: “We don’t know when this will end, but we truly appreciate your support as we work to keep serving you the best fish & chips possible. Your local chippy needs you now more than ever!”
As well as putting up prices and adding alternative species to the menu, shops are being encouraged to communicate the fact that cod and haddock are premium products. Smales’ Bobby Joyce adds: “I remain convinced that gram for gram and pound for pound, fish and chips offers the best value and is the most unprocessed takeaway option out there. The industry really needs to drive that message home as the public will pay the right price for a top quality, well-presented product. If the adage about fish and chips being in line with the average hourly wage or a packet of cigarettes is correct, then we are actually still bang on point!”
