Letchworth chippies take part in sustainable seafood drive

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Two Letchworth chippies have been part of a Sea Change in Letchworth Garden City this month.

As part of Seafood from Norway’s latest campaign, Rock’s Fryer and Oh My Cod! in the heart of the Hertfordshire town have been serving up sustainably sourced Norwegian cod and chips and educating customers on the benefits of choosing sustainable seafood.

Children were also included in the initiative with the shops handing out educational boxes that included a sustainable seafood fact sheet, colouring sheets, colouring pencils, a branded puzzle and a Sustainable Seafood hero badge.

The campaign aims to turn the tide on the silence surrounding seafood as part of a sustainable diet, and demonstrate how sustainably sourced seafood can play a big part in helping to meet the world’s growing food demand. Moreover, by choosing Seafood from Norway, fish and chip shops can be confident that they are serving their customers the best quality sustainable seafood.

The initiative follows a recent survey by Seafood from Norway and the National Federation of Fish Friers in which 9 out of 10 diners (87%) agreed that sustainable fish is important to them, but only a quarter (24%) knew what to look for when it came to sustainable fish in their fish and chip shop. This research also showed that 74% of Brits want fish and chip shops to do more to educate them about the sustainable credentials of the fish they


By partnering with local chippies, Seafood from Norway has been able to increase awareness of the Norwegian origin of fish served during the promotions, as well drive awareness of sustainable seafood as a delicious protein alternative.

Hans Frode Kielland Asmyhr, UK director, Norwegian Seafood Council, comments: “Consumers should be aware that by purchasing from a sustainable shop, they are contributing to the future of our oceans and its fish stocks. I’m extremely happy to see how well the local community of Letchworth has reacted to our fish and chip activities, as well the Sea Change campaign as a whole.”

Commenting on the success of the campaign, Mr Sandhu, owner of Rock’s Fryer, said: “The Norwegian FAS cod was of exceptional quality. We have been impressed by the large white flakes and delicate taste – and our customers certainly agreed! We’ve really enjoyed taking part in the Sea Change promotions, introducing residents to delicious cod from Norway, and helping tell their sustainability story. It will definitely feature more on our menus in the future.”

The Sea Change in Letchworth is part of a pilot, with a view to replicating in other areas in the UK and other global territories.

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