BIG INTERVIEW: NATIONAL FISH & CHIP DAY TURNS 10

As plans are being set in motion for the 10th anniversary of National Fish & Chip Day, Gary Lewis, president of NEODA, talks about the past and the future of what has become the biggest food awareness day in the calendar

How did National Fish & Chip Day come about?

It started with a text from Lynda Simmons to Jo Hage of Rise Communications on a Monday evening in early June 2015 telling Jo that NEODA had decided to make an awareness day for fish and chips a reality and could she help create a buzz by running the social media for them. Lynda then dropped into the conversation it would be the coming Friday! Jo logged on to Twitter to discover the NEODA account was following 11 people and had four followers. With no Facebook or Instagram pages, she quickly informed us there was some work to be done!

What was involved in getting the event off the ground?

Jo immediately brushed off her pun skills and got to work following and engaging with shops, restaurants, chefs and any other organisation connected to the sector. By the Friday, there was enough interest to create some great interaction throughout the day and well into the evening. From those very low key, but fun beginnings, National Fish and Chip Day has grown every year since. NEODA set about taking the day from being on social media only in its first year to a national – and now international – media sensation.

What following does National Fish & Chip Day have now?

We now have over 1,700 followers on Twitter, and importantly, because they are much busier ahead of and on the day, we have 4.3K followers on Facebook and over 1.5K on Instagram. The National Fish and Chip Day hashtag has credibility now, and journalists in media, print, broadcast and online have grown to trust NEODA and the stories we pass their way.

What have been your highlights to date? 

There have been many favourite bits from the last nine years, but for me appearing on Breakfast News from the Portsmouth Royal Naval Base was up there! Others include mentions on Loose Women, This Morning, having our poster appear in Roy’s Rolls on Coronation Street, Liam Gallagher holding his fish and chips aloft in the Radio 2 studio, and knocking Trump off the number one spot on Twitter! In 2024, because of the gravity of the occasion, we gave great consideration to moving our day forward to coincide with the 80^th Anniversary of the D-Day Landings. The last thing we wanted to do was overshadow this historic occasion but the links between fish and chips and WWII and D-Day in particular were so strong we went ahead. Special events were organised prior to the day, including travelling to Sword Beach in Normandy with The Bay on the Road to give away 700 portions of fish and chips. Meanwhile, in Northumberland, continuing the beach theme a sand artwork was created which unveiled the date of this year’s event. Coverage of the day was incredible and we generated 193 million opportunities to see, hear or read something about National Fish and Chip Day. That equates to every single person in the UK hearing about it almost three times each.

What can you reveal about your 10th anniversary plans so far? 

We have so much in the pipeline to make it special. We are looking at delivering fish and chips to 10 Downing Street, we are collating lists, such as top ten 10 celebrities that love fish and chips. Princess Charlotte turns 10 next year so we are looking at possible links there. As well as publicity, we are looking at how we can engage with shops, so focusing on those that might be celebrating their 10th anniversary too, and just generally helping everyone with ideas. As we say every year, shops don’t have to put on offers or spend any money to be part of the day but there are some great suggestions for shops around the ‘10’ that they might want to use. We want to help everyone get the most out of the day while thanking those who have sponsored and supported the event in the past and also saying ‘welcome’ to those who want to join us for our very special 10^th anniversary.

How have you seen the industry embrace National Fish & Chip Day year-on-year? 

Each year, we see more and more shops get involved and in new and exciting ways, which is really encouraging. But there are still some shops that don’t, which I think is a real shame. Fry Magazine’s Reece Head put it really well in a recent podcast with Ceres when he said the biggest problem fish and chips has – which is also its strength he noted – is that we are an industry of independent shop keepers so there is no collective brand. He went on to say that National Fish & Chip Day changes that. It is an opportunity where collectively we can push fish and chips to the forefront of people’s minds. So I would say to all those that haven’t got involved yet, make our 10th anniversary on Friday 6th June the year that you do – even if all you do is put the logo out on social media. 

Do you think the day has helped give the fish and chip industry more longevity?

Absolutely. National Fish and Chip Day serves as more than just a celebration; it’s a vital reminder of the cultural and culinary heritage that the fish and chip industry upholds. By bringing communities together each year, it strengthens consumer loyalty and boosts awareness, creating a foundation for the industry’s longevity in an ever-evolving market.

Who is sponsoring National Fish & Chip Day 2025?

NEODA has been joined once again by two leading lights in the fish and chip industry, Middleton Foods and the Hook and Fish packaging range as headline sponsors of the day.

Hook and Fish packaging is supplied exclusively by the Q Partnership which is made up of three family wholesalers, Friars Pride, Henry Colbeck and V A Whitley. Middleton Foods is a family-owned and operated business proudly manufacturing food products such as batter mixes, breadings, curry sauce and gravy, in the heart of the UK. Continuing their support of the day are Seafood from Norway, who develop markets for Norwegian seafood, along with Frymax, suppliers of sustainable palm oil for frying. Others include Kerry Foods and KFE, both long standing supporters of the day.  If you are interested in becoming a sponsor, please contact lynda.simmons@neoda.org.uk and she can take it from there. 

How do you feel about 2025 coming round?

Over the past decade, National Fish and Chip Day has grown beyond our expectations, bringing together communities, supporting local businesses, and celebrating a dish that holds a special place in British hearts. We couldn’t be more thrilled to see how it continues to unite the nation, and 2025 is going to be our biggest year yet. This milestone anniversary will highlight the rich heritage of fish and chips, while also looking forward to its future as a beloved staple of British culture.

 “National Fish and Chip Day is a fantastic opportunity for the entire nation to celebrate the amazing institution that is fish and chips. Fish and chips has had an incredible impact culturally, and in the communities the industry serves up and down the country, and we are always delighted to support NEODA in helping raise the profile of the industry.”
– Andrew Crook, president, The NFFF