Britain’s fish and chip shops are under growing threat, as soaring costs and supply pressures squeeze one of the nation’s most iconic food sectors. According to the National Federation of Fish Friers (NFFF), around 1,500 shops have closed in the last three years, with many more at risk as the price of cod and haddock – largely imported – has risen by up to 200%. These increases, driven by reduced quotas, supply chain pressures and rising costs, are making it increasingly difficult for independent chippies to remain profitable and rely on traditional species alone.
Against this backdrop, Discover Seafood is helping to support the trade and drive positive change. Led by and funded by the Company’s Fisheries Charitable Trust as part of its Seafood Trade Programme, the initiative represents a clear commitment to a sustainable and profitable UK seafood and fishing industry.
Working in collaboration with the National Federation of Fish Friers, Discover Seafood is spotlighting fish and chip shops that are adapting successfully by embracing British seafood. Across the UK, businesses are diversifying their menus with UK-caught species such as hake, coley, monkfish and rock salmon, reducing reliance on imports while creating new options for customers. Examples like Harrison’s in Oxford, which has introduced a wider range of British fish and won national recognition for menu innovation, and The Cod’s Scallops in Nottingham, which serves over 20 species daily, demonstrate how innovation can support both profitability and sustainability.
This campaign is already gaining national attention, with its “Buy BritFish” message picked up by the Daily Mirror, highlighting the growing urgency of supporting chippies through greater use of UK seafood.
By showcasing these leaders, Discover Seafood is helping to build confidence across the trade, encouraging more businesses to consider the opportunities offered by domestic species, supporting our UK fishermen, improving our food security and showcasing the amazing seafood Britain has to offer.
© The Fishmongers’ Company 2026
