New digital resource hub, “Fish and Tips”, offering UK fish and chip shop operators materials that can help them communicate the importance of sustainable seafood to their customers has been rolled out by the Norwegian Seafood Council (NSC).
Materials available to download from the hub include short film, Ocean-to-Plate, which shows both the importance of fish and chips in the British culture and the provenance of Norwegian cod, a social media toolkit that features example posts and captions, hashtags, and useful tips and advice for sustainability messaging, and a ‘Know where your fish is from’ poster featuring a QR code to take customers through to the Ocean-to-Plate film.
Point-of-sale promotional resources will also be available.
NSC UK Director Hans Frode Kielland Asmyhr said that with the tools, the council expects fish and chip shop operators to drive engagement with customers around the issue of sustainability, and ultimately give them a greater understanding of the importance of sustainable seafood.
“We’ve already seen a shift in consumer understanding of the positives of well-sourced meat, eggs and dairy, but we’re not as far down the line with this education piece for the fish industry in the UK. It’s important that we change this.
“The more we can tell customers about where their fish is from, and the effort that goes into making sure it’s as sustainable as it can be, the greater chance we have of getting UK consumers to understand the incredible value they are getting from a portion of quality fish and chips,” he said.
NSC said the hub’s launch follows its research carried out in partnership with the National Federation of Fish Friers (NFFF), which found that 88% of fish and chip shop owners find the issue of sustainably sourced fish especially important, but the majority of them struggle to communicate this to their customers.
While earlier consumer research commissioned by the council learned that just 24% of people who regularly eat fish and chips would know what to look for in a sustainable fish offering, and 74% want fish and chip shops to do more to educate them about the sustainable credentials of the fish they sell.
The new digital hub, www.seafoodfromnorway.co.uk/fish-and-tips, is part of the Fish and Tips educational campaign launched in March this year.
