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Why Origin Matters

Why Origin Matters
14th March 2020 Smales

Smales are delighted to be participating in a new joint-partnership initiative launched by the Norwegian Seafood Council and the Ramoen through 12 of the UK’s leading Fish & Chip shops to increase awareness that origin matters when it comes to premium quality and sustainability.


With the loss of MSC certification for North Sea cod in September 2019, the Norwegian Seafood Council, Norwegian trawler the Ramoen and foodservice supplier Smales launched a sustainability-focused loyalty campaign to support the UK’s finest fish and chip shops and increase awareness that origin matters when it comes to premium quality and sustainability.


The campaign began with an industry roundtable to discuss the future of sustainable fish and chips with top chippies and restauranteurs at The Cod’s Scallops in Nottingham – since crowned the best fish and chip shop in the UK. With threats to stock sustainability, the North Sea was a topic of discussion; as chippies look to source raw produce from alternative sources, such as the Barents Sea – home to one of the most plentiful stocks of cod and haddock.


To take the campaign to the consumer, select fish and chip shops using MSC certified frozen-at-sea Norwegian cod and haddock from Smales and the Ramoen will unite to offer customers spending £10 and over on fish and chips, branded woolly beanie hats and reusable water bottles on Friday 13th and 20th March respectively, to reward customers for making sustainable
choices when it comes to fish and chips.

Lee Smales, Chief Executive Officer at F. Smales & Son Fish Merchants Ltd said “Smales have a strong and proud history sourcing Frozen At Sea fillets from Norwegian vessels and Ramoen are our longest-standing supplier with almost 50 years trading history between the two family businesses. Their commitment to, and investment in, innovation, quality and sustainability is second to none and we are proud to be involved with the Origin Matters campaign.”

UK Director of the Norwegian Seafood Council, Hans Frode Kielland Asmyhr commented “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 added “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 12 shops participating in the campaign are:

  • The Cod’s Scallops, Nottingham
  • Longsands Fish Kitchen, Tynemouth
  • Shap Chippy, Shap, Cumbria
  • Elite Fish & Chip Company, Lincoln
  • Eric’s Fish & Chips, St Ives, Cambridgeshire
  • The Chip Shed, Warwick
  • Hennighan’s Top Shop, Machynlleth
  • The Wigmore Fish & Chips Restaurant & Takeaway, Luton
  • The Mayfair Chippy, London
  • Harlees Fish & Chips, Poole
  • Kingfisher Fish & Chips, Plymouth
  • Bertie’s Restaurant & Bar, Edinburgh