Will you give Cornish rock salmon a place on your menu?

A new national campaign kicks off on Friday encouraging fish and chip shops to try Cornish rock salmon on their menus.

Introduced by Seafood Cornwall in partnership with the National Federation of Fish Friers, Choose Cornish at the Chippy hopes to show customers there’s more fish to love than just cod and haddock. 

It comes as cod and haddock prices rise and supply chain disruptions, predicted to worsen as a result of Russia’s ongoing invasion of Ukraine, continue to put a strain on the fish and chip shop trade. 

Cornish rock salmon is a mild, sweet, and meaty white fish that has a pink hue before frying. A bycatch fishery that is caught when fishermen are targeting other species, the fish is under-loved in the UK and mostly exported to Europe. 

The Cod’s Scallops is one chippy adding Cornish rock salmon to the menu at its sites in Nottingham and Birmingham. Owner John Molnar comments: “By embracing this under-appreciated bycatch fish, we’re not only reducing pressure on other species but standing behind our local fishermen and investing in the quality of our local catch.  

“It’s paramount to the future of the fish and chip shop trade that we adapt, and I wish the public understood there are tasty alternatives to try that can be just as good as cod and haddock.” 

He adds: “It’s a no brainer to have local species on the menu. Cornish rock salmon is flavoursome and moist, we hope to have it as a permanent fixture on our menus.” 

Other shops taking part in Choose Cornish at the Chippy include Harrison’s Fish in Oxford, Harbour Lights in Cornwall, Skippers of Euxton in Lancashire, and The Scrap Box in York.

Thanks to effective fisheries management and a partnership project with fishermen and scientists, the Cornish rock salmon population has been increasing in the Celtic Sea, and there’s now a growing effort to make the most of these abundant but under-appreciated fish. 

Chris Ranford, chief executive of the Cornish Fish Producers Organisation, said: “Cornish fishermen have long been at the forefront of sustainable fishing and our aim is to build a competitive market while boosting domestic consumption. Despite the abundance of fish in our waters, around two thirds of what we catch in the UK is exported. Through initiatives like Seafood Cornwall’s ‘Choose Cornish at the Chippy’ campaign, we’re working across sectors to provide options with lower  food miles that are potentially more affordable and make the most of the species on our doorstep.” 

Andrew Crook, president of the National Federation of Fish Friers, adds: “With cod availability being the lowest it has been since 1991 it is important we look at alternative species to ease pressure. By trying British-caught species like Cornish Rock Salmon, we’re supporting our local fishermen, reducing our reliance on imports, and ensuring fish and chips continue to bring people together for generations to come.”