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Chippies take part in loyalty campaign to show origin matters

Updated: Mar 12



Twelve fish and chip shops will be handing out free branded gifts to their customers as a reward for making sustainable choices.


The initiative is a new joint-partnership between the Norwegian Seafood Council and the Norwegian trawler the Ramoen and will see woolly beanie hats given out this Friday, followed by reusable water bottles on Friday 27th March to customers spending £10 and over on fish and chips.


With the loss of MSC certification for North Sea cod in September 2019 making sustainable seafood sourcing more important than ever, the Norwegian Seafood Council, the Ramoen and foodservice supplier Smales launched a sustainability-focused loyalty campaign to support UK fish and chip shops and increase awareness that origin matters when it comes to premium quality and sustainability.


Starting with an industry roundtable to discuss the future of sustainable fish and chips with top chippies and restaurateurs, the campaign has now been taken to the consumer with select fish and chip shops using MSC certified frozen-at-sea Norwegian cod and haddock from Smales and the Ramoen chosen to take part.


UK director of the Norwegian Seafood Council Hans Frode Kielland Asmyhr comments: “Norway has a longstanding relationship with the UK in providing premium quality, sustainable seafood. We are proud to be working with the Ramoen and Smales to support those chippies who take pride over sourcing their seafood sustainably from Norwegian waters.”



Katrine Florvaag, sales director of the Ramoen, adds: “Sustainability is at the heart of our operations. 100% of our supply to the UK is MSC certified, traceable, sustainable and – importantly – available for supply to the UK’s finest fish & chip shops. Our new initiative celebrates our latest range of larger boneless, filleted products, and aims to support those who are sourcing sustainable seafood from Norway and are proud to tell this to their customers.”


The initiative also celebrates the Ramoen’s new range of larger boneless and filleted 16-32oz/450-900g and 32 oz+/900g+ frozen-at-sea products which are now available.


Seafood from Norway is known for its superior quality, green credentials and seafaring heritage – chippies can be sure they are sourcing sustainable ingredients from a country where people take great pride in their rich fishing heritage.


The 12 participating fish and chip shops are:

Bertie's Fish & Chips, Edinburgh

Cod's Scallops, Nottingham

Elite Fish & Chips, Lincoln

Eric's Fish & Chips, St Ives, Cambridgeshire,

Harlee's, Poole Quay

Hennighan's Top Shop, Machynlleth

Kingfisher, Plymouth

Longsands Fish Kitchen, Tynemouth

Mayfair Chippy, London

Shap Chippy, Shap, Cumbria

The Chip Shed, Warwick

Wigmore Fish, Luton


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