Seafish is currently in the process of distributing a new toolkit to fish and chip shops to help increase the understanding of fish provenance and responsible sourcing among employees and customers.
Andy Gray, trade marketing manager at Seafish, organiser of the annual National Fish & Chip Awards, explained: "With provenance increasingly driving consumer choice across the entire food and drink sector, there has never been a better time to promote the topics of responsible sourcing and sustainability in fish and chip shops.
"Consumers are increasingly wanting to know more about where their food comes from, therefore employees need to be better informed about the subject of responsible sourcing, so that they can talk confidently to customers and assure them that there is plenty of fish available for them to continue eating the nation's favourite takeaway.
The toolkit includes a short educational film (below) that highlights the importance of responsible sourcing and illustrates the fact that the majority of cod eaten in the UK is imported from sustainable stocks from Norwegian, Icelandic and Russian waters.
"The film developed with input from the Frozen At Sea Fillets Association (FASFA), is intended as an educational tool for both staff and customers, therefore we hope it can be used as a training tool for shop staff and also played for customers to watch while waiting to be served, as well as hopefully featuring on shop websites," added Gray.
John Rutherford of the Frozen at Sea Fillets Association said: "Our customers have always taken the need for a proven, long-term sustainable supply chain seriously. The information in this new toolkit will help further inform business, staff and customers alike, giving confidence to the millions of UK consumers who enjoy eating fish and chips."