A FISH CALLED… WHAT? 70% OF BRITS CAN’T NAME THEIR SUPPER

A Fish Called… What? 70% of Brits can’t name their supper. New research from North Atlantic Fishing Company (NAFCO) has revealed that over 70% of the UK public can’t identify cod and haddock – the most popular fish on their plates. The study highlights a startling gap between what we eat and what we know about our food.

The survey of over 2,000 UK adults revealed only one in five Brits could correctly identify a photo of a cod or haddock – the staples of our beloved fish and chips.

Supermarket favourites like sea bass and herring were recognised by just 21% and 26% of respondents respectively. Even salmon – a popular choice in UK kitchens – was only correctly identified by 29%.

Surprisingly, whitebait topped the list as the most recognisable fish among those included in the study, with half of people surveyed able to pick it out correctly. Furthermore, over 40% of people would be willing to try lesser-known fish species – as long as they’re a more sustainable option than their usual favourites.

Phil Haslam, Managing Director at North Atlantic Fishing Company, said:

“It’s surprising that despite our national love for fish and chips, most Brits couldn’t pick cod or haddock out of a line-up. As interest in eating more fish grows, there’s a real opportunity to bridge the knowledge gap and help people connect the food on their plates to where it comes from.

“We want to encourage people to broaden their horizons when it comes to alternative fish species, this will help to ease pressure on the most popular choices while supporting overall marine health and more sustainable eating habits. It will also help to support our fishing businesses and wider coastal economies. Fish is key for long-term global food security, but it must be sourced sustainably and responsibly to ensure we safeguard this vital resource for future generations.”

• Haddock – 19.19%
• Cod – 19.89%
• Sea bass – 20.09%
• Herring – 25.99%
• Salmon – 29.19%