The survey said that responsible sourcing is clearly an issue of increasing importance both with pub and restaurant operators, and with their customers. It is evident that most chefs will insist that innate consumer conservatism is what makes diners reluctant to widen their repertoire much beyond cod or haddock. However, suppliers such as M&J Seafood, the fresh fish arm of Brakes, believe that much of the caution lies with chefs, rather than customers.
James Bristow, M&J marketing manager, opined that operators will tell us that customers are reluctant to try unfamiliar species. He further adds that in fact, there’s plenty of evidence to the contrary. The growth in sales of pollock for example, suggests that consumers will be adventurous if they’re given the choice – especially when money is tight and there’s accosted implication.”
The survey pointed out that many branded pub chains now simply describe fish & chips on the menu as ‘battered white fish’, allowing them to vary the species according to availability and hold costs steady.
The survey report showed a strong misunderstanding of what sustainability actually means, with many operators equating it simply with good quality produce rather than protecting fish stocks for the long term. According to the report pubs claim to consider sustainability issues when menu planning, but in fact score lowest on how much they admit to knowing when questioned about the detail.
