The ten regional winners of the recently presented National Fish & Chip Awards 2011 have signed up for Hugh Fearnley-Whittingstall’s Mackerel Mission, Seafish announced on Monday.
By menuing mackerel, the aim is to highlight a sustainable and local source of oil-rich fish that can be introduced to more fish and chip shops.
The fish and chip shops participating include: Fish and chips at 149, Peck Ish Fish and Chips, Seniors at Marsh Mill, Doms Chip Shop, Finnegan’s Fish Bar, Pit Stop Fast Food & Bistro, Seafare at the Boundary, Scooby Snax, Wigmore Fish Restaurant and Alfie Grimshaw.
“These businesses are a credit to the industry — they are open-minded and flexible enough to offer their customers a new option that utilizes this oil-rich and plentiful species. Britons are conservative in their seafood choices, despite the wide range of sustainable species we have available from around our coastline. So any attempts to highlight what a wealth of seafood we have an offer should be commended,” said Seafish CEO Paul Williams. “For those that want to stick with their old favorites, they can be reassured that the cod and haddock served in UK fish and chip shops is sourced from sustainable fishing grounds, many of which are Marine Stewardship Council accredited.”
The Mackerel Mission is part of Fearnley-Whittingstall’s Fish Fight campaign, which featured a TV program on Britain’s Channel 4 last month. The program has provoked a flurry of reaction from industry stakeholders.
