Top ten chippies sign up to Hugh’s Mackerel Mission

The top ten fish and chip shops in the UK have committed to challenging their customers' tastebuds by signing up to Hugh Fearnley-Whittingstall's Mackerel Mission, thanks to coordination by Seafish, the authority on seafood, reports www.megafishnet.com with reference to Seafish.

The ten regional winners of the recently-awarded National Fish & Chip Awards 2011, organised by Seafish, including the country's top shop (Fish and Chips at 149 in Bridlington, East Yorkshire), are now all serving mackerel on their menu. The aim is to highlight this sustainable and local source of oil-rich fish that can be introduced to the fish and chip shop trade.

Seafish Chief Executive, Dr Paul Williams, says he is delighted that all ten shops have so quickly got onboard the FishFight Mackerel Mission.

"These businesses are a credit to the industry - they are open-minded and flexible enough to offer their customers a new option that utilises 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 on offer should be commended," he said.

"For those that want to stick with their old favourites, 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."

Champion of the Mackerel Mission, River Cottage chef Tim Maddams, has also congratulated the top ten shops.

"Fantastic news! The fact that these chippies are onboard is a massive coup and I find it hard to believe that the rest of the industry won't follow suit. Mackerel is an incredibly sustainable option that is also healthy and a great money spinner too. I'm thrilled that the cream of the UK's fish and chip shops have recognised this. Thanks to each and every one of them."

The National Fish & Chip Awards serves as a showcase for excellence within the industry, which is constantly evolving to meet consumer demands. The awards focus not only on taste but also recognise sustainability issues, species choice, staff training and development, promotional excellence, quality standards and innovation. The next Awards will be held in January 2012 and entries open from Spring 2011.